Green Entrepreneurship Studies

Lecture

Sustainable Marketing:Theories&Practice

担当教授

YANG, I-Chieh Michelle

開講期間

Spring,Thu.

開講時間

5th period

The Sustainable Marketing: Theories & Practice course aims to provide graduate-level students with the knowledge and skills necessary to navigate the constantly changing marketplace from the sustainability discourse. This course covers the fundamentals of sustainability from three levels of analysis – macro (e.g., global trends and policies), meso (e.g., marketplace and marketing), and micro (e.g., consumer) and highlights the importance of minimizing negative impacts of consumption while creating long-term value for societies, businesses, and consumers. Specifically, marketing plays a crucial role in building a sustainable society. This course aims to provide a comprehensive set of tools, both theoretical and practical to understand how marketers can rethink marketing from sustainability angle.