Marketing Sustainable Innovations

2018-2019
Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

Marketing sustainable innovations is a subject that is truly
interdisciplinary in nature. You will study various perspectives of
marketing (Knowledge), driven from an innovation, psychology, value and
behavioural economics point of view. As a result, this course will
challenge you to exam and understand sustainability issues from
different perspectives, to abstract those insights relevant to specific
consumer-related problems when marketing such innovations and to build a
well-argued case for successfully launching sustainable innovations
(Academic Skills).

Being the last subject in a series of five, this course brings together
insights from previous courses, not just from a theoretical but also a
practical point of view. Building upon the previous period where you
learned about developing and designing sustainable innovations, this
course takes you to final stage in effectively launching that innovation
into the market (Bridging Theory and Practice).

This assignment is completed in a bootcamp-style setting, where you work
intensively during a short time period in a team setting (Social
Skills). Such ‘pressure-cooker’ situations challenge you to source
various skills to create not only optimal content (a marketing plan) but
also an effective team, where tasks and time are managed well and you
can constructively reflect on your own as well as your team members’
performance (Self-awareness).

ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC
INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH
ACADEMIC SKILLS (THREE AS)
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from
different perspectives (Analysis)
• is able to recognize fundamental structures and to leave out
irrelevant information (Abstraction)
• is able to put forward well-founded, substantiated points of view,
both in spoken and written format (Argumentation)

BRIDGING THEORY AND PRACTICE
KNOWLEDGE: Demonstrates theoretical and empirical knowledge concerning
the relevant areas in international business administration
After successfully completing this course, the student:
• can explain advanced theories, models and concepts of marketing,
sustainability and innovation
• is able to relate, contrast, and compare between theories, models, and
concepts

APPLICATION: Can propose a solution to an international real-life
business problem by applying relevant theories and methodologies.
After successfully completing this course, the student:
• Is able to provide practical solutions to a case by applying theory
from specific disciplines

SOCIAL SKILLS – STUDENTS ARE ABLE TO EFFECTIVELY MANAGE DIFFERENT
PROFESSIONAL ROLES IN A CROSS-CULTURAL ENVIRONMENT

After successfully completing this course, the student:
• is able to present (both orally and in writing) on substantive
aspects of marketing, sustainability and innovation
• has a thorough understanding of roles and needs of different types of
stakeholders, in this case the consumer, the firm and society
• can work well in a team and reflect on his/her own role in the team

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND
ACTIONS

After successfully completing this course, the student:
• is able to recognize the results of his/her own actions
• can value and reflect upon the feedback from others

Inhoud vak

Building on the preceding subjects in the minor Sustainability and
Innovation, this course analyzes the final element in the value chain:
bringing sustainable products and services to the market. The course
will end with a boot camp in which the students are challenged to
combine the insights gained in previous courses, into a an attractive
marketing plan that takes all stakeholders into account.

The course starts with a stakeholder marketing perspective, specifically
focusing on the consumer and how that consumer acts within a network of
stakeholders. It discusses the psychological and behavioral aspects
that come in to play when bringing sustainable innovations to the
market. Despite efforts involving consumers in early stages of
innovation, sustainable products and services in often struggle with
limited take-off. As an (international) business professional, but also
as a sustainability consultant or policy maker, it is crucial to
understand the mechanisms that drive the adoption of sustainable
innovations. We discuss relevant insights from innovation, psychology,
behavioral economics, and consumer value research to gain a better
understanding of what affects actual consumer behavior.
Based on these insights, students will develop a marketing plan. This
will challenge students to connect and integrate knowledge and insights
from different subjects and help to recognize how various elements of
the value chain and value network need to be aligned to create a
successful sustainable product or service.

Onderwijsvorm

Lectures
Tutorials

Toetsvorm

Group project assignment – Group assessment
Group and in-Class participation – Individual assessment

Literatuur

This course is articled based.
Readings will be announced on Canvas.

Doelgroep

This course is part of the Minor Sustainability and Innovation. This
minor can be followed by all SBE bachelor students. In addition,
advanced bachelor students (third year) from other faculties as well as
other universities are welcome to join. Particularly those with in an
interest in Business and Organization Studies, Economics, Social
Sciences, Social Psychology, Healthcare, Media and Communication
Studies, Engineering, Technology Management, Operations Management and
Education.

It is especially interesting for:
- Future managers who want to understand how sustainability can be
implemented in existing business
- Entrepreneurs / intrapreneurs that want exploit the opportunities
sustainability offers
- Future consultants in sustainability, strategic business consultants,
of government policy consultants
- Students that want to be active in NGO’s or other societal
organizations

Aanbevolen voorkennis

This course is part of the Minor Sustainability and Innovation.
This course builds on the courses of the minor in period 1 and 2.
Additionally, knowledge of basic marketing principles or marketing
management is recommended

Algemene informatie

Vakcode E_IBA3_MSI
Studiepunten 6 EC
Periode P3
Vakniveau 300
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator dr. M.H. Morren
Examinator dr. M.H. Morren
Docenten

Praktische informatie

Voor dit vak moet je zelf intekenen.

Voor dit vak kun je last-minute intekenen.

Werkvormen Werkcollege, Hoorcollege
Doelgroepen

Dit vak is ook toegankelijk als: