Marketing Sustainable Innovations

COURSE OBJECTIVE
Marketing sustainable innovations is a subject that is truly interdisciplinary in nature. You will study various perspectives of marketing (Knowledge), driven from an innovation, psychology, value and behavioural economics point of view. As a result, this course will challenge you to exam and understand sustainability issues from different perspectives, to abstract those insights relevant to specific consumer-related problems when marketing such innovations and to build a well-argued case for successfully launching sustainable innovations (Academic Skills).

Being the last subject in a series of five, this course brings together insights from previous courses, not just from a theoretical but also a practical point of view. Building upon the previous period where you learned about developing and designing sustainable innovations, this course takes you to final stage in effectively launching that innovation into the market (Bridging Theory and Practice).

This assignment is completed in a bootcamp-style setting, where you work intensively during a short time period in a team setting (Social Skills). Such ‘pressure-cooker’ situations challenge you to source various skills to create not only optimal content (a marketing plan) but also an effective team, where tasks and time are managed well and you can constructively reflect on your own as well as your team members’ performance (Self-awareness).

ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH ACADEMIC SKILLS (THREE AS)
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from different perspectives (Analysis)
• is able to recognize fundamental structures and to leave out irrelevant information (Abstraction)
• is able to put forward well-founded, substantiated points of view, both in spoken and written format (Argumentation)

BRIDGING THEORY AND PRACTICE KNOWLEDGE: Demonstrates theoretical and empirical knowledge concerning the relevant areas in international business administration
After successfully completing this course, the student:
• can explain advanced theories, models and concepts of marketing, sustainability and innovation
• is able to relate, contrast, and compare between theories, models, and concepts

APPLICATION: Can propose a solution to an international real-life business problem by applying relevant theories and methodologies.
After successfully completing this course, the student:
• Is able to provide practical solutions to a case by applying theory from specific disciplines

SOCIAL SKILLS – STUDENTS ARE ABLE TO EFFECTIVELY MANAGE DIFFERENT PROFESSIONAL ROLES IN A CROSS-CULTURAL ENVIRONMENT
After successfully completing this course, the student:
• is able to present (both orally and in writing) on substantive aspects of marketing, sustainability and innovation
•has a thorough understanding of roles and needs of different types of stakeholders, in this case the consumer, the firm and society
• can work well in a team and reflect on his/her own role in the team

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND ACTIONS
After successfully completing this course, the student:
• is able to recognize the results of his/her own actions
• can value and reflect upon the feedback from others

COURSE CONTENT
Building on the preceding subjects in the minor Sustainability and Innovation, this course analyzes the final element in the value chain: bringing sustainable products and services to the market. The course will end with a boot camp in which the students are challenged to combine the insights gained in previous courses, into a an attractive marketing plan that takes all stakeholders into account.

The course starts with a stakeholder marketing perspective, specifically focusing on the consumer and how that consumer acts within a network of stakeholders. It discusses the psychological and behavioral aspects that come in to play when bringing sustainable innovations to the market. Despite efforts involving consumers in early stages of innovation, sustainable products and services in often struggle with limited take-off. As an (international) business professional, but also as a sustainability consultant or policy maker, it is crucial to understand the mechanisms that drive the adoption of sustainable innovations. We discuss relevant insights from innovation, psychology, behavioral economics, and consumer value research to gain a better understanding of what affects actual consumer behavior. Based on these insights, students will develop a marketing plan . This will challenge students to connect and integrate knowledge and insights from different subjects and help to recognize how various elements of the value chain and value network need to be aligned to create a successful sustainable product or service.

TEACHING METHODS
Lectures
Tutorials

TYPE OF ASSESSMENT
Group project assignment – Group assessment
Group and in-Class participation – Individual assessment

RECOMMENDED BACKGROUND KNOWLEDGE
This course is part of the Minor Sustainability and Innovation. This course builds on the courses of the minor in period 1 and 2. Additionally, knowledge of basic marketing principles or marketing management is recommended.