BM2517 MARKETING SUSTAINABILITY FOR THE NEXT GENERATION

An important key to market leadership today is sustainability. Sustainability encompasses both the preservation of our environment and the protection of social interests. Businesses that adopt the triple bottom line approach--people, planet, and profit?can enhance their competitive advantage and create greater shareholder value. Through this course, you will appreciate the macro industry factors that have led to our current situation, the key leading role businesses play in managing sustainability, and that sustainability is a marketing problem. You will learn practical knowledge, skills, and strategic frameworks that will enable you to market sustainability to both internal stakeholders (i.e., management, employees) and external stakeholders (consumers, customers, suppliers, etc.). Students who are aspiring to be entrepreneurs, managers, or champions of sustainable efforts should take this course.