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Learning outcomes |
• Foster students' interest in the topic of marketing and sustainability in its various dimensions;
• Introduce students to the fundamentals of marketing, while also presenting the possibility of broadening its scope beyond business marketing;
• Understand the marketing process, particularly the transition from market analysis to strategy definition and the implementation of the various marketing mix policies;
• Comprehend the concepts of sustainable development and sustainability, covering topics such as the SDGs, the triple helix model, ESG, among others;
• Identify sustainable consumption practices, addressing the behavior of the green consumer, as well as the innovation and development of sustainable products, taking into account the principles of the circular economy;
• Analyze trends in sustainable marketing and sustainability in general.
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Main Bibliography |
Brundtland, G. H. (1987). Report of the World Commission on environment and development "Our common future". United Nations.
Caradonna, J.L. (2022). Sustainability: A History, Revised and Updated Edition. Oxford University Press.
De Pelsmacker, P., Geuens, M., Van Den Bergh, J. (2017). Marketing Communications A European Perspective, 6th Edition. Prentice-Hall.
Elkington, J. (1994). Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development, California Management Review, pp.90-100.
Kotler, P.; Keller, K. (2008). Marketing Management, 13th edition, Prentice Hall.
Kotler, P.; Armstrong, G. (2002). Principles of Marketing, 3rd European edition, Prentice Hall.
Lindon, D.; Lendrevie, J.; Lévy, J.; Dionísio, P.; Rodrigues, V. (2004). Mercator - Teoria e Prática do Marketing, 10ª edição, Publicações Dom Quixote.
Robertson, M. (2021). Sustainability Principles and Practice. Routledge. Taylor & Francis Group.
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