Socially Responsible Marketing

Description

Upon completion of this course, the student is able to: Identify societal and individual risks associated with marketing and consumer behavior. Distinguish the different ways in which governments and social organizations can steer behavior change. Extract relevant information from scientific literature in the fields of marketing and behavioral sciences. Design evidence-based (social) marketing solutions for societal challenges. Critically evaluate (social) marketing strategies proposed by companies and governments based on scientific evidence. Formulate and implement a sustainable marketing strategy for companies and organizations that is viable in the long term, drawing on scientific knowledge and insights from Social Marketing, socially responsible marketing, and systems thinking. Apply marketing techniques to encourage people to consume more sustainably, behave more socially, or support charitable causes, using scientific insights into the drivers and barriers consumers face in the transition to more sustainable consumption behavior. Communicate their vision and actions convincingly and concisely in various contexts, and justify the choices made. Critically reflect on the impact of marketing on current developments such as overconsumption and the growing challenges related to sustainable marketing. Explain systems thinking and related concepts such as stocks and flows, feedback loops, actors, and resources from the perspective of socially responsible marketing. Demonstrate insight into the interplay between businesses, organizations, and consumers in co-creating value in terms of the Sustainable Development Goals (SDGs). Apply systems thinking when analyzing or solving sustainable marketing issues, taking into account all relevant stakeholders. Show a willingness to consider the well-being of all people and future generations when addressing marketing challenges. Explain, critically analyze, and implement various forms of responsible and ethical marketing communication. Critically reflect on different 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.