Sustainability in Marketing Strategy

Catalog description

This course examines sustainability in marketing strategy, including real- world applications, green solutions, and using marketing principles to solve social issues. MKTG 441 Sustainability in Marketing Strategy (3) This course will examine the growing trend of sustainability and its implications for marketing in today's world and in the future. It will explore how businesses develop and implement marketing strategies to promote sustainability, and analyze how companies are performing. Businesses are increasingly applying the concepts of sustainability to their decision-making for marketing strategy. Some firms are leaders in the sustainability movement, and are motivated by ethical conviction to do well for society and the environment. Others find themselves forced by pressure from shareholders, customers, governmental regulation, and peers. Given this increased attention to the concepts of sustainability by stakeholders, businesses are also looking for future employees with an understanding of the phenomenon.