Course Overview
The aim of the course is to develop practitioners in sustainable business leadership who can use and promote sustainable marketing approaches in organizations. The course is designed to provide the student with an overview of the business environment and the effects of current practices on the health of the earth. This course will present trends toward decreasing the footprint that companies have when producing, distributing, and marketing products and services. Sustainable Marketing practices are covered and how they can be applied to any type of organization or service. Controllable and uncontrollable elements of marketing, strategic planning, market characteristics, marketing research techniques, market segmentation, target market selection and marketing communications practices are covered. Case studies and current company strategies are reviewed in labs.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Assess the role of the marketing manager and how the role is influenced by company environmental factors.
- Critically assess, integrate and promote the principles of sustainable business marketing practices in the operations of a business.
- Lead the shift toward sustainable business mandates and marketing practices in an organization.
- Select distribution methods that will enhance the businesses success in a socially responsible manner.
- Create marketing plans that will assist the development and adoption of sustainable products and services that are environmentally friendly, while satisfying the needs of their target market.
- Evaluate the factors underlying green market segmentation strategy choices as they relate to traditional segmentation strategies.
- Create communication strategies that reach the target markets using sustainable materials and methods.
- Promote the use of sustainable products and practices that balance environmental, social, and economic interests, in the organization and in the community.
- Assess the role of Internet Marketing and Social Media Marketing and examine its importance in Corporate Social Responsibility (CSR).
- Evaluate the role of advertising, sales promotion, direct marketing, personal selling, and public relations to promote the firm’s sustainability and CSR.
- Explain the concept of positioning within social value and environmental market segments.
- Create a marketing plan for a company whose mission and focus is to provide sustainable products/services and to improve their own sustainability, decrease their footprint and improve their CSR.
- Assess the competitive environment of CSR.
- Describe the role of international marketing in supporting a firm’s sustainable principles, environmental footprint and economic growth.
- Make a business case for sustainability in new and established organizations.
- Develop a brief business plan and present it to potential investors.
Effective as of Fall 2012
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.