MCB-50306 Sustainable Marketing


Studiepunten 6.00

Individual Paper0
Independent study0
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 Principles of Consumer Studies or BMO-24306 Management and Marketing.


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 will be traced in issues like Fair Trade, Organic Agriculture, Corporate Social Responsibility, Consumer Boycotts and others.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain and criticise the interaction between marketing systems and society;
- evaluate opposing views of marketing organisations and their interactions with consumers and the macro environment;
- evaluate and explain the role and limitations of consumers, marketing institutions and governments in sustainable development;
- differentiate between micro-and macro-marketing 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.


- position paper based on course material and discussions;
- presentation/participation in discussions.


Selected papers will be made available during the course.

Keuze voor: WUSACBSc Minor Sustainable Agriculture and Consumption5MO