FACULTY OF BUSINESS

Department of Business Administration

BA 355 | Course Introduction and Application Information

Course Name
Marketing for Sustainable Businesses
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 355
Fall/Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Blended
Teaching Methods and Techniques of the Course Discussion
Group Work
Guest Speaker
Lecture / Presentation
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives The aim of this course is to provide a comprehensive framework for understanding how sustainability issues can become a part of marketing strategy to be able to develop business models that address the environment, consumer welfare and community well-being, along with economic objectives and commercial viability.
Learning Outcomes The students who succeeded in this course;
  • Discuss the importance of sustainability and role of sustainable marketing for current and future business environment and society.
  • Explain the interests of different stakeholders, including consumers, and how they influence sustainable development.
  • Define the role of business in both creating and providing solutions to sustainability-related problems.
  • Define the role of consumers in both creating and providing solutions to sustainability-related problems.
  • Explain challenges, opportunities and threats related to economic, environmental and societal issues in developing sustainable marketing strategies and business models.
  • Compare different marketing practices and approaches that incorporate principles of sustainability.
  • Discuss emerging trends and issues related to sustainable marketing and consumption.
Course Description The course covers main principles, consequences and challenges of sustainable marketing; analyses the environmental and social impacts of marketing activities; discusses the roles of different stakeholders; and evaluates different business cases and marketing practices that incorporate principles of sustainability.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Sustainability Concept and Historical Development The Sustainability Revolution (2009), A. R. Edwards (Chapter 1)
2 Marketing and Society: The Role of Business in Creating and Solving Social Problems Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, p. 35, 69, 139
3 Marketing and Environment: The Role of Business in Creating and Solving Environmental Problems Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, p. 301, 339
4 Sustainability Challenges, Threats and Opportunities Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Chapters 1-2) Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 3-44
5 Building a Sustainable Business: Principles of a Sustainable Strategy The Sustainability Revolution (2009), A. R. Edwards (Chapters 1-6) Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Introduction, Chapters 1-2) Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 118-186
6 Interests and Roles of Different Stakeholders in Reaching Sustainability Goals Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Chapters 1-2) Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, p. 101, 207, 235
7 Midterm Date to be confirmed
8 Marketing Practices and Business Examples that Incorporate Sustainability Principles Good Works (2012), P. Kotler, D. Hessekiel and N.R. Lee
9 Marketing practices and Business Examples that Incorporate Sustainability Principles Application / Case Study Good Works (2012), P. Kotler, D. Hessekiel and N.R. Lee
10 Sustainability and Marketing Strategy: Implementation, Control and Reporting Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 45-92
11 Emerging Trends and Future Prospects Related to Sustainable Marketing and Consumption; Sustainable Entrepreneurship The Sustainability Revolution (2009), A. R. Edwards (Chapter 7) Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Chapter 4, Conclusion) Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, p. 373, 493
12 Documentary and Discussion Date to be confirmed
13 Final Assignment Presentations
14 Final Assignment Presentations
15 Semester Review
16 Semester Review

 

Course Notes/Textbooks
  • The Sustainability Revolution: Portrait of a Paradigm Shift (2009), A. R. Edwards, New Society Publishers, ISBN-10: 0865715319.
  • Cradle to Cradle: Remaking the Way We Make Things (2002), M. Braungart and W. McDonough, North Point Press, ISBN-10: 0865475873
  • Sustainable Value: How the World's Leading Companies Are Doing Well by Doing Good (2008), C. Laszlo, Stanford Business Books, ISBN-10: 0804759634.
Suggested Readings/Materials
  • Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, SAGE Publications, ISBN-10: 1412998689
  • Strategy for Sustainability: A Business Manifesto (2009), A. Werbach, Boston Harvard Business Review Press, ISBN-978-1-4221-7770-9 Good Works: Marketing and Corporate Initiatives that Build a Better World and the Bottom Line (2012), P. Kotler, D. Hessekiel and N.R. Lee, Wiley, ISBN: 9781118206683
  • Sürdürülebilir Kalkınma Amaçları ile Kurumsal Dönüşüm (2020), C. Madran ve M. Tanyeri, Akademisyen Kitapevi A.Ş., ISBN: 978-625-710-634-4
  • Sustainable Marketing (2011), D. Martin and J. Schouten, Prentice Hall, ISBN-10: 9780136117070  
  • Handbook of Sustainable Development (2007), G. Atkinson, S. Dietz, E. Nuemayer, Edward Elgar, ISBN: 978-1-78254-469-2.

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
30
Presentation / Jury
1
30
Project
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
16
3
48
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
10
10
Presentation / Jury
1
30
30
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
32
32
Final Exam
0
    Total
168

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.

X
2

To be able to present the findings and solutions to the business problems in written and oral formats.

3

To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.

4

To be able to use innovative and creative approach for real-life business situations.

X
5

To be able to demonstrate leadership skills in different business situations.

6

To be able to interpret the reflections of new technologies and softwares to business dynamics.   

7

To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.

8

To be able to act in accordance with the scientific and ethical values in studies related to business administration.

X
9

To be able to work efficiently and effectively as a team member.

10

To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.

X
11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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