Marketing & sustainability in a digital world
MGT-532 / 3 credits
Teacher: Dalsace Frédéric Pierre
Language: English
Withdrawal: It is not allowed to withdraw from this subject after the registration deadline.
Remark: Courses given on IMD Campus
Summary
The goal of this course is to understand the key role that marketing could be playing when firms seek to develop sustainable strategies : a positive force of change. This, however, will require a substantial re-orientation of current practices. Come with an open mind!
Content
Session 1: Taking Stock of Marketing's situation
Session 2: Integrating Sustainability and Marketing Strategies
Session 3: Developing New Offerings and Business Models
Session 4: Leveraging Sustainabiity
Session 5: Communicating on Sustainability
Session 6: Managing Under the Post-Growth Hypothesis
Learning Outcomes
- Develop a critical perspective about "what got us where we are" and
- Analyze the growing importance of sustainability in today's marketing agenda
- Assess / Evaluate the pivotal responsibility of marketing to develop a sustainable future
- Discuss the narrow path to develop sustainable offerings
- Characterize the relative contribution of each marketing-mix variable
- Assess / Evaluate the repertoire of business models that could be used in the future : usage-based, sharing and inclusive
Transversal skills
- Demonstrate the capacity for critical thinking
- Communicate effectively with professionals from other disciplines.
Teaching methods
Highly interactive sessions with discussions (also in small groups). The slide deck used in class will be provided (only) at the end of each session.
Assessment methods
- Closed-book examination: The one-hour exam will take the form of ten "statements" that you could hear in your company from people who do not really understand the role that marketing can play toward a more sustainable future. You will have to choose to answer to eight of them, and to explain in a few sentences why each statement is wrong. (40% of the final grade)
- (Short) term paper: participants will be asked to focus on the launch of a sustainable offering, and to analyze the reasons of its success/ failure, based on the framework provided in session 3. (40% of the final grade)
- Class participation: The quality of contribution is more important than the quantity. In fact, it is entirely possible to "talk a lot" but make a poor contribution, as taking up a disproportionate amount of "air time" also reflects a lack of sensitivity to peers. I tend to call on people even if their hands are not up. So, please let me know at the beginning of class if an emergency has made it impossible for you to be prepared for class (20% of the final grade)
- Class attendance is mandatory. Given the highly interactive nature of the course, students are expected to be present at all sessions. Failure to produce an adequate reason (e.g.: medical certificate) for missing a session will result in a heavy grade discount. The documents should be sent directly to my assistant (lumnie.avdyli@imd.org), not to me. I also expect the students to be perfectly on time.
Supervision
Office hours | No |
Assistants | No |
Forum | No |
Others |
In the programs
- Semester: Spring
- Number of places: 40
- Exam form: During the semester (summer session)
- Subject examined: Marketing & sustainability in a digital world
- Lecture: 2 Hour(s) per week x 14 weeks
- Type: mandatory
Reference week
Mo | Tu | We | Th | Fr | |
8-9 | |||||
9-10 | |||||
10-11 | |||||
11-12 | |||||
12-13 | |||||
13-14 | |||||
14-15 | |||||
15-16 | |||||
16-17 | |||||
17-18 | |||||
18-19 | |||||
19-20 | |||||
20-21 | |||||
21-22 |
Légendes:
Lecture
Exercise, TP
Project, labs, other