de Marketing and Sales Strategies for Green Products and Services

en Marketing and Sales Strategies for Green Products and Services

Angaben gemäß SPO
Zugehörigkeit zu Curriculum
Modulverantwortung
Prof Holger Günzel
Prof. Dr. Susanne Wigger-Spintig
Prüfungsformen
ModA
Lehr- und Lernformen
SU | 4 SWS
Lehrangebote SoSe 2024
SU | 4 SWS
wird nicht angeboten
Prüfungsangebote SoSe 2024
Erstprüfer:in
Prof. Dr. Susanne Wigger-Spintig
Zweitprüfer:in
Nicht festgelegt
Prüfungsform
ModA
Details zur Prüfung
Empirische Projektarbeit (Team) 
  • Umfang: 10.000 Zeichen pro StudentIn mit separaten Foliensatz 
  • Ergebnisdarstellung (12-15 Folien) 
  • Abgabe: Nicht relevant in WS2023/ 2023

Empirical project work (team) 
  • Length: 10,000 characters per student with separate set of slides 
  • Presentation of results (12-15 slides) 
  • Submission: Not relevant in WS2023/2024
Hilfsmittel
Voraussetzungen und Verwendbarkeit
Voraussetzungen für die Teilnahme
Verwendbarkeit
Inhalte und Qualifikationsziele
verabschiedet am 15.04.2024
Learning Objectives / Competencies:

The aim of the module is to learn how to think and act entrepreneurially in digitally supported circular economies. The focus is on uncovering new business models that link stakeholders inside and outside the supply chains - including end consumers if applicable - in such a way that the marketing process, starting from product development, through marketing to disposal, is as "green" as possible, i.e. climate-neutral. The students are able to apply circular economy to a real practical topic and to work constructively and productively with others in a team (also using modern digital tools).

Upon completion of the module, students will be able to:

  • Professional competence:
    • Students are familiar with the basic principles of digital and sustainable, especially Lifecycle Assessment (LCA) and Customer Relationship Management (CRM).
    • They know both selected and interrelated digital and sustainable strategic options and can relate them in terms of a realigned marketing and sales mind set.
    • Students are able to develop sustainable business models, supplement these with ideas for digital service options and implement them as case studies.
  • Methodological competence: 
    • Students are familiar with application-oriented quantitative and qualitative analyses, in particular the industry-independent benchmarking and best practice approach (expert interviews), selected indicator-oriented market analyses (e.g. PEST) and standardized surveys.
    • They can interpret analysis results in a management-oriented manner and derive strategic and operational target formulations from them and make recommendations for action.
  • Social competence:
    • Students possess team spirit and sense of responsibility.
    • In terms of communicative competence, students are able to take a subject-related position and formulate solutions to problems and defend them argumentatively.
    • They are able to clearly communicate their points of view in an exchange with experts.
    • They possess moderation and presentation skills for this purpose.
  • Self-competence:
    • By working on real case studies in teams and with practice partners, students are trained in self-management.
    • They have developed the ability to make responsible decisions independently and know how to motivate themselves as well as to set and realize personal goals.
    • They have developed a distinctive economic, social-ethical and ecological awareness and are able to consider individual value attitudes with regard to entrepreneurial action and environmental aspects

Contents:
  • Aspects of Green Marketing and Sales Management in the Context of the Circular Economy (LCA)
  • Presentation of changed market conditions (economic-social-ecological) and conclusions on necessary behavioral changes
  • Possible applications of various forms of CRM (eCRM, sCRM)
  • Presentation of best practice examples and incorporation into practical case studies

Teaching and learning methods:
  • Group work and self-study
  • Group and individual presentations
  • Presentations/exercises
  • Field trip
  • Case studies
  • Learning Lab DBF with eCommerce

Value of the grade in the final grade of the master's degree (master's certificate): 6 / 90

Literature (current editions):

Selected actual texts & materials (Studies, Reviews, s)
  • Björklund, A. E. (2002). Survey of approaches to improve reliability in LCA. The International Journal of Life Cycle Assessment, 7(2), 64-72.
  • Camacho-Otero, J., Boks, C., & Pettersen, I. N. (2018). Consumption in the circular economy: A literature review. Sustainability, 10(8), 2758.
  • Charter, M. (ed.): Greener marketing: A responsible approach to business. Routledge.
  • Cooper, T. (ed.): Longer lasting products: Alternatives to the throwaway society. CRC Press, 2016.
  • Iannuzzi, Al.: Greener products: The making and marketing of sustainable brands. CRC Press.
  • Lee, N. R. & Kotler, P.: Social marketing: Behavior change for social good. Sage Publications.
  • Mangan, A.: Companies on a Mission: Entrepreneurial Strategies for Growing Responsibly, Sustainably, and Profitably. Stanford University Press.
  • Peattie, K. & Director, B.R.A.S.S.. Rethinking marketing. Long Lasting Products: Alternatives To The Throwaway Society, 243-272.
  • Cooper, T. (ed.): Longer lasting products: Alternatives to the throwaway society. CRC Press, 2016. 
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