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KMKG 2585 - Sustainable Marketing

Type d'enseignement : Seminar

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English

Pre-requisite

aucun

Course Description

Today more than ever, companies must lead the sustainable transition … or die. Business as usual is not an option. There is no plan B as there is no planet B. Business leaders need to take new ways and include sustainable development in their strategy and business model: reconcile the economical, ecological and societal imperatives to reach sustainable performance. This is the new transformation, after the digital one. Marketing, as a science at the source of product and service conception, should transform and adapt itself to this new environment and even take advantage of this new era. The course “Sustainable Marketing” will give you the different perspectives and tools of this new Marketing approach: We will elaborate together the new role of Marketing and perspectives, principles of circular economy, consumer profiles, sustainable and societal marketing approaches and key success factors. These perspectives will be nourished by concrete case studies: best practices but also worst practices in a variety of business areas and industries. To prepare this course: 1/ We invite you to read and synthesize: * BCG – Total Societal Impact. A new lens for strategy – October 2017 * http://www.ladn.eu/entreprises-innovantes/transparence/blackrock-abandonne-les-marques-qui-ne-sengagent-pas/?utm_source=newsletter_ladn&utm_medium=email&utm_campaign=news_janvier_2018&utm_content=20180126 * http://news.mit.edu/2018/book-yossi-sheffi-trade-off-companies-sustainability-issues-0417 * https://www.businessoffashion.com/articles/opinion/op-ed-millennials-say-they-care-about-sustainability-so-why-dont-they-dont-shop-this-way * https://www.ellenmacarthurfoundation.org/publications/new-plastics-economy-catalysing-action 2/ Analyse the H&M Marketing transformation: * https://www.mckinsey.com/industries/retail/our-insights/the-state-of-fashion * http://www.urbanmeisters.com/at-cop23-fashion-courts-climate-action-their-hot-circular-chemistry/ * http://www.urbanmeisters.com/hm-sustainable-fashion-conscious-collection-2017-sustainability-goals-unveiled/ * http://www.urbanmeisters.com/hm-conscious-fashion-analysis-if-flop-or-shop/ 3/ Analyse the Nespresso France Marketing transformation: * Link www.nespresso.com/entreprise should be helpful.

Teachers

ORLOVIC, Mirela (Global Digital Director Chloé & Miu Miu Parfums)

Course validation

You will be evaluated on: * 40% on a case study in a small group * 40% in an individual project to be handed in at the end of the course * 20% on your interactivity during the courses Both, the case study and the individual project will consist on recommandations for the marketing strategy and a concrete marketing activation example that you deliver to a brand. The brand of the case study will be given to you, the brand of the individual paper chosen by you according to the industries you are interested in. For both you will be asked to develop a short pitch and PowerPoint presentation and a concrete realization (video, image, written content, ... ).