Socially Responsible Marketing

Description

This course evaluates the following learning outcomes: The student: - Can formulate a marketing strategy and objectives for companies that focus on a sustainable long-term relationship with customers and society, based on scientific knowledge about and insights into Socially Responsible Marketing - Can formulate a sustainable marketing strategy to encourage people to engage in behavior that contributes to individual or social well-being (health, environment, equality, etc.), based on scientific knowledge about and insights into Social Marketing - Can form a reasoned opinion on the role of marketing and consumers in recent consumption revolutions, such as overconsumption and materialism. - Can recognize and analyze alternative ways of marketing to create sustainable (long-term) consumer value. - Can critically reflect on the societal (social, environmental and ethical) impact of and individual risks related to commercial and social marketing techniques. - Acts diplomatically and with integrity when resolving marketing issues and can arrive at solutions that take into account the interests of all actors involved. - Discusses the social, ethical and sustainability aspects of marketing, analyzes a marketing policy based on these aspects and formulates suggestions for adjustment. - Can explain, critically analyze and implement various forms of responsible and ethical marketing communication - possesses a critical attitude and dares to question himself and his environment. can explain systems thinking and related concepts of stocks and flows, feedback loops, actors and resources from the perspective of socially responsible marketing - has an understanding of the interaction between companies, organizations and consumers in co-creating value in terms of the Sustainable Development Goals. - can apply systems thinking when analyzing or solving sustainable marketing issues, considering all relevant actors. - Is willing to consider the welfare of all people and future generations when solving marketing issues. - Can critically reflect on various marketing (communication) techniques used by commercial companies, governments, non-profit organizations and social enterprises, and evaluate them ethically based on scientific knowledge and insights into marketing ethics.