MCB-50306 Sustainable Marketing


Credits 6.00

Teaching methodContact hours
Problem-based learning24
Course coordinator(s)dr. YK van Dam
Lecturer(s)dr. YK van Dam
Examiner(s)dr. YK van Dam

Language of instruction:


Assumed knowledge on:

MCB-20806 or MST-24306


The global lack of sustainability may at least partially be attributed to the externalisation of environmental and social Costs by the traditional marketing system. Rather than assuming that this is entirely due to market inefficiencies, this course will focus on market deficiencies as well. Evidences of these flaws in the market system and possible solutions wil be traced in issues like Fair Trade, Organic Agriculture, Corporate Social Responsibility, Consumer Boycotts and others.

Learning outcomes:

After completion of this course the student should be able to:
- demonstrate understanding of the interaction between marketing systems and societies;
- understand opposing views of marketing organisations and their interactions to consumers and the macro environment;
- understand the role and the limitations of consumers, marketing institutions and governments in sustainable development;
- differentiate between micro- and macromarketing approaches and solutions in sustainable development;
- formulate in writing a balanced vision on the interaction between marketing and society in terms of sustainability and sustainable development.


Critical assessment of marketing and consumer behaviour theory. Discussion of papers from leading and countercurrent journals.


Written examination and presentation/participation in discussions.


Selected papers will be made available during the course.

Restricted Optional for: WUSACBSc Minor Sustainable Agriculture and Consumption5MO