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Sustainable Business Core

MKT 653: Sustainable Marketing of Goods and Services

The course considers the creation, pricing, promotion and consumer targeting for sustainable products. We start with a broader view considering prosocial marketing, hybrid organizations, and CSR (corporate social responsibility). We then go into the specifics around sustainability addressing such topics as motivating sustainable consumer behavior and product selection, using choice architecture to subtly nudge consumers towards sustainable consumption, and identifying and segmenting the sustainably-minded consumer. The course will also discuss sustainability as a signal about the product (e.g. quality), the brand (e.g. credibility), as well as the consumer (e.g. sustainability as cultural capital). We also delve into issues of pricing sustainable products and sustainability as an externality. This course will use published cases as well as analysis of current businesses to identify the optimal manner in which to market sustainable products and brands.

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