101-115-IO-01 Marketing and Sustainability
Study program: | Business Administration (B.Sc.) |
Academic level and semester: | Bachelor, 6th/7th semester |
ECTS credits/workload per semester: | 6 / 150 |
Contact hours per week/contact hours per semester: | 4 / 45 |
Type/Teaching method: | Lecture |
| Language of instruction: | English |
Frequency: | Winter semester |
Lecturer: | Prof. Dr. Iris Ramme, Prof. Dr. Carsten Herbes, Prof. Dr. Robert Gabriel |
Content: | Sustainability has become a key influencing factor for business success. This is especially relevant for the marketing function of organisations, due to the changing awareness and preferences of consumers, businesses and the society in general. In this module, the students understand how the megatrend sustainability impacts marketing strategy and execution. They learn about the sustainability drivers that impact business performance today, and how sustainability needs to be integrated in the corporate strategy & business model in order to enable credible and sustainable market success. Further, the course provides knowledge and skills in consumer preferences, decision making of corporate customers and market research in the context of sustainable products, services and brands. The students understand how companies can successfully integrate the sustainability dimension in the 4 Ps of Marketing - Product, Placement, Pricing, Promotion - and what guidance companies should follow to execute their marketing activities in a sustainable manner. The industry experience of the lecturers is complemented by guest speakers from industry, field trips and case studies, to ensure that the students acquire knowledge and methods with high practical relevance and applicability. At the end of the course, the students are capable to design and implement a marketing approach in companies that allows for sustainable - meaning future-proof as well as responsible - business success. In the winter semester 2026/27, the groupwork effort is directed towards the development of AI-based agent systems, with the support of dedicated AI experts. The systems will then be used to assess at scale green claims under the EU Empco directive that becomes effective as of September 2026. |
Textbooks: | Will be communicated at the beginning of the course. |
| Recommended for: | Undergraduates, graduates |
| Prerequisites: | Good basic knowledge in Marketing |
Restrictions: | None |
Assessment: | Written exam, coursework project (AI agent environment to assess green claims, built with support during groupwork) |