Print Syllabus

Syllabus

SG0221 Sustainable Marketing in the Biobased Sector, 15.0 Credits

Hållbar marknadsföring i biobaserad sektor

Subjects

Forest Science Business Administration Forest science Business Administration

Education cycle

Master’s level

Advanced study in the main field

Second cycle, has only first-cycle course/s as entry requirements
Master’s level (A1N)

Grading scale

Language

English

Prior knowledge

Knowledge corresponding to 120 credits at basic level including

- 30 credits business administration or

- 60 credits Forest Sciences including 5 credits marketing

and

- English 6

Objectives

The course will enable the student to analyse key strategic challenges in the forest- and other bio-based sectors for developing successful business and organizational and marketing strategy, based on an understanding of economic, social and environmental value dimensions.

After completing the course the student will be able to:

• describe and argue for relevant marketing theories, in particular those that refer to service, relationships and value.

• account for and motivate choices regarding market research methods and theories with an understanding of their limitations with regards to sustainable development.

• evaluate academic studies of competitive strategy formulation in relation to the external environment and the organization’s resources. This also include ethical aspects of business development.

• assess and apply different approaches for sustainable business development and marketing.

• apply knowledge about strategy and marketing in a changing environment, including innovation, networking, structural changes and communication.

• define and critically review strategy and marketing challenges in the bio-based industries, including the forest sector.

Content

The course starts with an introduction to key marketing concepts such as perceived customer value related to sustainable development, stakeholder theory, social practice theory, relationship marketing, networks and Corpoate Social Repsonsibility (CSR).

An overview of application of marketing research methods and marketing planning. This understandings provides an epistemological overview to understand the differences between product versus service dominant logic.

CSR in marketing and strategy, theory and applications. Key concepts here are stakeholder theory, value creation and communication. Studies of strategic changes, development of business models and innovation in theory and empirical examples. Industrial structure and business strategy serves as grounds for understanding mechanisms and outcomes in corporate development.

The course is based on lectures, guest lectures, seminars, exercises and a project all of which offer opportunities to develop an epistemological development and vocabulary.

Compulsory components are exercises, seminars, guest lectures and study visits and an active participation in a project. The project also offers opportunities to practice analytical and rhetorical skills.

Grading form

The grade requirements within the course grading system are set out in specific criteria. These criteria must be available by the course start at the latest.

Formats and requirements for examination

Approved seminars, approved exercises, active participation in compulsory guest lectures and study visits and project related tasks. Approved written or oral examination and assignments.

SLU is environmentally certified according to ISO 14001. A large part of our courses

cover knowledge and skills that contribute positively to the environment. To further

strengthen this, we have specific environmental goals for the education. Students are

welcome to suggest actions regarding the course’s content and implementation that lead

to improvements for the environment. For more information, see webpage www.slu.se.

• If a student has failed an examination, the examiner has the right to issue supplementary assignments. This applies if it is possible and there are grounds to do so.
• The examiner can provide an adapted assessment to students entitled to study support for students with disabilities following a decision by the university. Examiners may also issue an adapted examination or provide an alternative way for the students to take the exam.
• If this syllabus is withdrawn, SLU may introduce transitional provisions for examining students admitted based on this syllabus and who have not yet passed the course.
• For the examination of a degree project (independent project), the examiner may also allow the student to add supplemental information after the deadline for submission. Read more in the Education Planning and Administration Handbook.

Transitional provisions

The course was discontinued on May 23, 2022 (SLU.sfak.2022.3.1.1-82). Registered students that have not yet passed the course have the opportunity to do so within two years of the decision to discontinue the course. The department responsible for the course will during the two year phase-out period offer at least three retake sessions (renewed exams) and at least one opportunity to take part in compulsory elements. Students that wish to take an exam and/or take part in compulsory elements are asked to contact deputy head of department responsible for undergraduate education (or equivalent) at the responsible department to report that they wish to take an exam and/or take part in compulsory elements and to obtain information on when and where.

Other information

• The right to participate in teaching and/or supervision only applies for the course instance the student was admitted to and registered on.

• If there are special reasons, students are entitled to participate in components with compulsory attendance when the course is given again. Read more in the Education Planning and Administration Handbook.

Additional information

In order to assimilate the course, marketing knowledge equivalent to at least 5 credits at Bachelor level is recommended. In addition, basic knowledge in forest science is recommended in order to know the forest sector, including the forest industry’s conditions and products.



The course has been replaced by SG0275