Sustainable Marketing in the Biobased Sector
Information from the course leader
Welcome to the course! We start November 2nd (2021) and the course runs until January 16th (2022). This course is an advanced marketing class. It focuses on marketing management in food systems, and systems related to fiber, food, transport, services etc. and the interrelation between these systems.
I will make a preliminary schedule available on this, the open course home page in September. A final schedule will be available when the course starts. I realize that you need to see the dates for classes in order to make plans for the Christmas vacation. The course is planned to make it possible to take a break over Christmas - but it means working diligently during the semester.
Please make sure you have access to the course book at the start of the course:
Beltz, Frank-Martin & Peattie, Ken, (2012) Sustainability Marketing: A Global Perspective, (2nd Ed.), John Wiley and Sons Ltd. Chichester, the UK.
Additional readings will be available on the Canvas page and through the SLU Library services.
The course runs Monday - Friday (08-16, or possibly 17 on a few occasions). We do not have anyting scheduled for Wednesday afternoons (as is the tradition at SLU). A preliminary schedule is available under "timetable" - times may shift but the schedule gives you a general idea of the structure of the course.
Looking forward to meeting you (in person, if the Covid 19-situation allows for that).
The course evaluation is not yet activatedThe course evaluation is open between 2022-01-09 and 2022-01-30
Additional course evaluations for SG0275
Academic year 2021/2022Sustainable Marketing in the Biobased Sector (SG0275-M2168) 2021-11-02 - 2022-01-16
SG0275 Sustainable Marketing in the Biobased Sector, 15.0 CreditsHållbar marknadsföring i biobaserad sektor
SubjectsBusiness Administration Forest science
Education cycleMaster’s level
Advanced study in the main fieldSecond cycle, only first-cycle courses as entry requirements(A1N)
Prior knowledgeKnowledge corresponding to 120 credits at basic level and
- English 6
ObjectivesThe 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 for 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.
ContentThe 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 Corporate Social Responsibility (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 along with skills releated to sustainable development.
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, interpersonal and rhetorical skills.
Formats and requirements for examinationApproved seminars, approved exercises, active participation in compulsory guest lectures and study visits and project related tasks. Approved written or oral examination and assignments.
- If the student fails a test, the examiner may give the student a supplementary assignment, provided this is possible and there is reason to do so.
- If the student has been granted special educational support because of a disability, the examiner has the right to offer the student an adapted test, or provide an alternative assessment.
- If changes are made to this course syllabus, or if the course is closed, SLU shall decide on transitional rules for examination of students admitted under this syllabus but 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 more information on this, please refer to the regulations for education at Bachelor's and Master's level.
- The right to take part in teaching and/or supervision only applies to the course date to which the student has been admitted and registered on.
- If there are special reasons, the student may take part in course components that require compulsory attendance at a later date. For more information on this, please refer to the regulations for education at Bachelor's and Master's level.
Additional informationIn 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.
SLU is environmentally certified according to ISO 14001 and sustainability certified in accordance with PRME. A large part of our courses
cover knowledge and skills that contribute positively to the triple bottom line, environmental social and financial value creation. To further
strengthen this, we have specific sustainability goals for the education. Students are
welcome to suggest actions regarding the course’s content and implementation that lead
to sustainability improvements for the environment. For more information, see webpage www.slu.se.