MARKETING AND SUSTAINABILITY

The course integrates the degree program with a detailed overview on the strategies adopted by companies to gain insights on and communicate with the market.

The course deepens value creation dynamics with the purpose of providing students with the necessary marketing management toolkit, in a long-term perspective. Particular attention is paid to the new marketing perspectives (Unconventional Marketing) and to the new paradigm of Sustainability and Ethics, to make students ready to understand the dynamics of tomorrow that will impact pervasively the company system in general and marketing strategies in particular.

In addition to eventual propaedeutic exams of the study plan, good knowledge of basic marketing is required.

- Basic Marketing Concepts (recap)
- Marketing and challenges of tomorrow: globalization, ethics and sustainability
- Postmodern Consumers and Unconventional Marketing
- Sustainable Consumer Behavior
- Lab activities: performing Marketing Research

Pietro Lanzini (2018) Responsible citizens and sustainable consumer behavior. Routledge

Further material will be specified during the course

Written exam consisting of open and multiple choice questions, with Workgroups giving students the possibility to integrate the final grade.

written

A. scores in the 18-22 range will be awarded in the presence of:
- sufficient knowledge and understanding applied in reference to the program;
- sufficient communication skills, especially in relation to the use of specific language
B. scores in the 23-26 range will be awarded in the presence of:
- fair knowledge and understanding applied in reference to the program;
- fair communication skills, especially in relation to the use of specific language
C. scores in the 27-30 range will be awarded in the presence of:
- good or excellent knowledge and understanding applied in reference to the program;
- fully appropriate communication skills, especially in relation to the use of specific language.
D. honors will be awarded in the presence of students with the highest score in both the written exam and the laboratory activity.

- Lectures and groupworks .

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development