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701-0784-00L 2 Credits BSC D-USYS

Green Marketing: Concepts, Techniques, Case Studies

Marketing für Nachhaltigkeit: Konzepte, Technik, Fallbeispiele

Lecturers & Examiners: Barbara Sintzel Saurer
VVZ CR n/a

Last Updated: 2026-02-05 15:40:17

Abstract

As future scientists we intend to realize sustainable products, services or projects that create added value in society. Increasingly it is also true that a sustainable product is not enough to prevail. This requires an equally credible public relations or marketing campaign. Theory an practise are taught in the lecture.

Objective

The participants know the principles of marketing and can align products, services or projects with appropriate communication to the target groups. They deal with the topic of sustainability and learn to anchor the offers in the target markets with conventional and modern means of communication (viral marketing, social media, etc.). The course enables participants to enter into the topic of marketing, as a good basis for future professional life.

Content

In this lecture we will build on marketing principles and transfer them into the topic of marketing for sustainability, social marketing, green marketing, which aims to position sustainable products, projects or services well in order to produce the effect which we have planned. Using the example of current campaigns and companys, the theory is deepened, resulting in exciting and varied lectures. A separate small case study enables the implementation of the theory in its own field of action, it was a reaction in an NGO, an existing company or a business idea, which allows an exploration of the future profession.

Resources

Lecture Notes

Scripts and Slices for download.

Literature

Marketing 3.0: From Products to Customers to the Human Spirit, Philip Kotler, Mermawan Kartajaya, Iwan Setiawan Kotler, Philip: Marketing Insights from A-Z (2003)

General Information

Language
German
Levels
BSC
Frequency
Yearly recurring

Examination

Type
graded semester performance
Begleitend zur Vorlesung wird ein Marketingkonzept für ein eigenes Praxisfeld oder im Rahmen einer Fallstudie erstellt und mündlich präsentiert.

Course Components

Type Title Time & Place Hours
lecture with exercise Marketing für Nachhaltigkeit: Konzepte, Technik, Fallbeispiele
  • Mon 08:15-10:00 (CHN E 42)
2 h weekly

Offered In