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040143 KU Special Topics in Marketing: Responsible Marketing 1 (MA) (2025S)
Continuous assessment of course work
Labels
Details
max. 50 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- N Monday 24.03. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 02.04. 15:00 - 18:15 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 09.04. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 30.04. 15:00 - 18:15 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 07.05. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 14.05. 15:00 - 18:15 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Information
Aims, contents and method of the course
Assessment and permitted materials
• Individual participation (class participation, group discussions): 10%
• Group presentation: 45%
• Debate: 45%
• Group presentation: 45%
• Debate: 45%
Minimum requirements and assessment criteria
Grades will rely on the following scale:
1- very good ≥ 90%
2- good ≥ 80%
3- satisfactory ≥ 65%
4- sufficient ≥ 50%
5- insufficient < 50%
1- very good ≥ 90%
2- good ≥ 80%
3- satisfactory ≥ 65%
4- sufficient ≥ 50%
5- insufficient < 50%
Examination topics
The course adopts an interactive format, combining lectures, student presentations, and debates to provide an integrated learning experience. Thus, students are expected to attend and actively partici-pate in all classes.
Attendance at the first session is compulsory.Groups:
Students will be asked to form groups of 3-4 elements.• Group Presentation - Marketing Plan: Each presentation should last no longer than 15 minutes, with time divided equitably among group members. Presentations should start with an overview of a sustainable brand, analyzing its current status by examining its identity, market positioning, and marketing strategy, including the 4Ps (Product, Price, Place, Promotion). Then, the group should provide actionable recommendations to enhance the brand’s marketing strategy, improve the consistency of its marketing tactics, or address potential gaps in its mar-ket positioning or sustainability efforts.• Group Presentation - Debate: Each presentation should last no longer than 15 minutes, with time divided equitably among group members. For the debate session, each group will be ran-domly assigned a topic in advance. Students are required to prepare arguments both in favor of and against the assigned topic. On the day of the debate, students will be randomly assigned to defend either the "pro" or "con" side. After the debate, the class will vote on which side pre-sented the most compelling arguments, and the winning group will be announced at the end of the debate.
Attendance at the first session is compulsory.Groups:
Students will be asked to form groups of 3-4 elements.• Group Presentation - Marketing Plan: Each presentation should last no longer than 15 minutes, with time divided equitably among group members. Presentations should start with an overview of a sustainable brand, analyzing its current status by examining its identity, market positioning, and marketing strategy, including the 4Ps (Product, Price, Place, Promotion). Then, the group should provide actionable recommendations to enhance the brand’s marketing strategy, improve the consistency of its marketing tactics, or address potential gaps in its mar-ket positioning or sustainability efforts.• Group Presentation - Debate: Each presentation should last no longer than 15 minutes, with time divided equitably among group members. For the debate session, each group will be ran-domly assigned a topic in advance. Students are required to prepare arguments both in favor of and against the assigned topic. On the day of the debate, students will be randomly assigned to defend either the "pro" or "con" side. After the debate, the class will vote on which side pre-sented the most compelling arguments, and the winning group will be announced at the end of the debate.
Reading list
Bakare, L. (2016), Responsible Marketing – How to create an authentic and inclusive marketing strategy, Kogan Page.Kotler, P. & Keller, K. L. (2016), Marketing Management (15th Edition), Pearson, Global Edition.Chandy, R., Johar, G., Moorman, C., & Roberts, J. (2021). Better Marketing for a Better World. Journal of Marketing, 85(3), 1–9.Rifkin, J. R., Du, K. M., & Berger, J. (2021). Penny for Your Preferences: Leveraging Self-Expression to Encourage Small Prosocial Gifts. Journal of Marketing, 85(3), 204–219.Mookerjee, S., Cornil, Y., & Hoegg, J. A. (2021). From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce. Journal of Marketing, 85(3), 62–77.Bryan, C. J., Yeager, D. S., & Hinojosa, C. P. (2019). A values-alignment intervention protects adolescents from the effects of food marketing. Nature Human Behaviour, 3(6), 596–603.
Association in the course directory
Last modified: Mo 13.01.2025 15:45
The course shall widen your view on marketing decisions by including societal (i.e., social and ecologic) aspects of producing, marketing, buying, and consuming products. Participants in the course will enhance their awareness of the diverse societal implications associated with marketing decisions. Moreover, it will offer new perspectives on marketing practices and new opportunities to make an impact on the world.The classes will encourage students to think about and discuss the following topics:
- How can companies apply the Sustainable Development Goals?
- What is the role of marketing in creating a better world?
- What are the world’s current challenges, and how do they impact businesses?
- How to position a sustainable brand?
- What can be done to boost pro-social behavior?
- Is CSR a dynamic process?The course seeks to improve students’ critical and strategic thinking to provide our future leaders with better and more powerful decision-making tools.