MGT-532 / 3 credits
Teacher: Dalsace Frédéric Pierre
Withdrawal: It is not allowed to withdraw from this subject after the registration deadline.
Remark: Courses given on IMD Campus
The goal of this course is to understand the key role that marketing could be playing when firms seek to developing sustainable strategies : a positive force of change. This, however, will require a substantial re-orientation of current practices. Come with an open mind!
Session 1 (Sept.23): Misconceptions about Marketing
Session 2 (Sept 26): "What got us where we are"
Session 3 (Sept 30): Marketing Sustainability Strategies
Session 4 (Oct 10): Developing New Offerings
Session 5 (Oct 14): Using the other variables of the Marketing Mix
Session 6 (Oct 28): Developing New Business Models
- Develop a critical perspective about "what got us where we are" and
- Analyze the growing importance of sustainability in today's marketing agenda
- Assess / Evaluate the pivotal responsibility of marketing to develop a sustainable future
- Discuss the narrow path to develop sustainable offerings
- Characterize the relative contribution of each marketing-mix variable
- Assess / Evaluate the repertoire of business models that could be used in the future : usage-based, sharing and inclusive
- Demonstrate the capacity for critical thinking
- Communicate effectively with professionals from other disciplines.
Highly interactive sessions with discussions (also in small groups). Attendance is higly recommended (if you want to have a chance to do well in the exam). A slide deck will be provided (only) at the end of each session.
- Closed-book examination: The one-hour exam will take the form of ten "statements" that you could hear in your company from people who do not really understand the role that marketing can play toward a more sustainable future. You will have to choose to answer to eight of them, and to explain in a few sentences why each statement is wrong. (40% of the final grade)
- (Short) term paper: participants will be asked to focus on the launch of a sustainable offering, and to analyze the reasons of its success/ failure, based on the framework provided in session 3. (40% of the final grade)
- Class participation: The quality of contribution is more important than the quantity. In fact, it is entirely possible to "talk a lot" but make a poor contribution, as taking up a disproportionate amount of "air time" also reflects a lack of sensitivity to peers. I tend to call on people even if their hands are not up. So, please let me know at the beginning of class if an emergency has made it impossible for you to be prepared for class (20% of the final grade)
In the programs
- Semester: Fall
- Number of places: 40
- Exam form: Written (winter session)
- Subject examined: Marketing & sustainability in a digital world
- Lecture: 2 Hour(s) per week x 14 weeks