BA 355 | Course Introduction and Application Information - Department of Business Administration

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	face to face
Teaching Methods and Techniques of the Course	Discussion Group Work Guest Speaker Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Doç. Dr. Zeynep ERTEKİN
Course Lecturer(s)	Doç. Dr. Zeynep ERTEKİN
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

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.
Related Sustainable Development Goals

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

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 Marketing (2011), D. Martin and J. Schouten, p. 1-39 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 Marketing (2011), D. Martin and J. Schouten, p.40-70 Sustainable Enterprise: A Macromarketing Approach (2013), M. Peterson, p. 301, 339
4	Sustainability Challenges, Threats and Opportunities	Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 3-44 Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Chapters 1-2)
5	Building a Sustainable Business: Principles of a Sustainable Strategy	The Sustainability Revolution (2009), A. R. Edwards (Chapters 1-6) Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 118-186 Strategy for Sustainability: A Business Manifesto (2009), A. Werbach (Introduction, Chapters 1-2)
6	Interests and Roles of Different Stakeholders in Reaching Sustainability Goals	Sustainable Marketing (2011), D. Martin and J. Schouten, p. 71-84; 119-135 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	Marketing Practices and Business Examples that Incorporate Sustainability Principles	Sustainable Marketing (2011), D. Martin and J. Schouten, p. 138-154. Good Works (2012), P. Kotler, D. Hessekiel and N.R. Lee
8	Climate Impact Game	Date to be confirmed
9	Midterm Exam	15-23 November 2025
10	Sustainability and Marketing Strategy: Implementation, Control and Reporting	Cradle to Cradle (2002), M. Braungart and W. McDonough, p. 45-92
11	Application: Case Study / Documentary (tbc)	Date to be confirmed
12	Emerging Trends and Future Prospects Related to Sustainable Marketing and Consumption; Sustainable Entrepreneurship	Sustainable Marketing (2011), D. Martin and J. Schouten, p. 119-135 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
13	Sustainability Talks: Guest Speaker	Date to be confirmed
14	Final Project Presentations
15	Final Project Presentations
16	Semester Review

Course Notes/Textbooks

Sustainable Marketing (2011), D. Martin and J. Schouten, Prentice Hall, ISBN: 978-1-292-04089-9 (IEU)
The Sustainability Revolution: Portrait of a Paradigm Shift (2009), A. R. Edwards, New Society Publishers, ISBN: 978-0-86571-531-8. (IEU)
Cradle to Cradle: Remaking the Way We Make Things (2002), M. Braungart and W. McDonough, North Point Press, ISBN: 978-0-86547-587-8 (IEU)
Sustainable Value: How the World's Leading Companies Are Doing Well by Doing Good (2008), C. Laszlo, Stanford Business Books, ISBN: 978-0-8047-5963-2 (IEU)

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
Handbook of Sustainable Development (2007), G. Atkinson, S. Dietz, E. Nuemayer, Edward Elgar, ISBN: 978-1-78254-469-2. (Ebook)

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	20
Presentation / Jury	1	30
Project
Seminar / Workshop
Oral Exams
Midterm	1	40
Final Exam
Total

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

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	14	3	42
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	8	8
Presentation / Jury	1	30	30
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms	1	32	32
Final Exam			0
		Total	160

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	-	X	-	-
8	To be able to act in accordance with the scientific and ethical values in studies related to business administration.	-	-	-	-	-
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 language 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.	-	-	-	-	-