MKT 8020 - Critical Issues and Research in Sustainable Marketing

(3 units)

This course provides a background of the sustainable marketing orientation as it evolved from the societal, consumer and environmental marketing perspectives. The goal of this course is to engage the students in ethical evaluation of marketing practices and an examination of alternatives. During this process, students will relate sustainable marketing to triple bottom line philosophies, the idea of sustainable consumption, ethical communications, and develop visionary research ideas. Students will gain research knowledge and background about green market segmentation, integrated marketing management, stakeholder involvement, and issues such as “green-washing”, “sustainable advantage”, “long-term sustainability”, “green branding”, and “corporate social responsibility”. Students will explore contemporary research studies in the area and define the field and opportunities for developing concepts and constructs and developing scholarly work in sustainable marketing.