Information Package / Course Catalogue
MKTG 343 Sustainable Marketing
MEF University
Degree Programs
Business Administration
General Information For Students
Diploma SupplementErasmus Policy Statement
Business Administration
Bachelor Length of the Programme: 4 Number of Credits: 240 TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF: Level 6

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute Faculty of Econ., Admin. and Social Sciences
Course Code MKTG 343
Course Title in English Sustainable Marketing
Course Title in Turkish Sürdürülebilir Pazarlama
Language of Instruction EN
Type of Course Flipped Classroom
Level of Course Introductory
Semester Fall
Contact Hours per Week
Lecture: 3 Recitation: Lab: Other:
Estimated Student Workload 121 hours per semester
Number of Credits 5 ECTS
Grading Mode Standard Letter Grade
Pre-requisites MKTG 201 - Marketing
Expected Prior Knowledge None
Co-requisites None
Registration Restrictions Only Undergraduate Students
Overall Educational Objective To learn to create a positive impact on society and the environment through sustainable marketing learning, act in a way that advances the economic success of an organization, and help to emerge a society that values and practices social and environmental sustainability in all its behaviors.
Course Description The course includes developing sustainable business models to promote innovation and gain competitive advantage, using sustainability principles to provide leadership in the design of products and building value chains, understanding sustainable consumer behavior and communicating sustainable value propositions.
Course Description in Turkish Inovasyonu teşvik etmek ve rekabet avantajı sağlamak için sürdürülebilir iş modelleri geliştirmeyi, ürünlerin tasarımında ve değer zincirlerinin oluşturulmasında liderlik sağlamak için sürdürülebilirlik ilkelerini kullanmayı, sürdürülebilir tüketici davranışını anlamayı ve sürdürülebilir değer önermelerini iletmeyi kapsamaktadır.

Course Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1) understand the basic concepts of sustainable marketing
2) identify sustainable marketing opportunities, integrate them into marketing strategy and develop specific marketing tactics and practices
3) apply sustainable marketing principles in an entrepreneurial context
4) use sustainability principles to provide leadership in product design and value chain building
5) consider social, economic and environmental goals when developing marketing plans
Program Learning Outcomes/Course Learning Outcomes 1 2 3 4 5
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None S Supportive H Highly Related
     
Program Outcomes and Competences Level Assessed by
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences S Project
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors H Project
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects H Project
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability H Project
5) Demonstrates individual and professional ethical behavior and social responsibility H Project
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues H Project
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions H Project
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting S Project
9) Displays computer proficiency to support problem solving and decision-making N
10) Demonstrates teamwork, leadership, and entrepreneurial skills H Project
11) Displays learning skills necessary for further study with a high degree of autonomy H Project
Prepared by and Date ŞİRİN GİZEM KÖSE , May 2023
Course Coordinator CEYHAN MUTLU
Semester Fall
Name of Instructor Asst. Prof. Dr. ŞİRİN GİZEM KÖSE

Course Contents

Week Subject
1) An Introduction to Sustainable Marketing
2) Sustainable Marketing Strategy
3) Ethical Dimensions of Sustainable Marketing
4) The Marketing Environment and Processes
5) Consumer Behavior and Sustainable Marketing
6) Measurement and Research for Sustainable Marketing
7) Market Segmentation, Targeting, and Positioning for Sustainability
8) Global Problems, Global Opportunities
9) Sustainable Products and Services
10) Sustainable Branding and Packing
11) Marketing Channels: Sustainability in the Value Chain
12) Sustainable Pricing
13) Sustainable Marketing Communication
14) Sustainability in the Promotion Mix–Methods, Media, and Customer Relationships
15) Final Projects Period
16) Final Projects Period
Required/Recommended ReadingsDiane Martin, John Schouten, “Sustainable Marketing”, Pearson New International Edition.
Teaching MethodsThe instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. Exams will mostly consist of multiple-choice questions that will attempt to test the ability to organize, synthesize, and apply the topics and related materials previously covered in the class. With videos, case studies and real-life examples the students will have the chance to expand their perspectives of marketing and sustainable consumption. Students are expected to share their opinions, ideas and questions in class.
Homework and ProjectsStudents will make two group presentations. The details of the projects will be announced by the instructor.
Laboratory Work
Computer Use
Other Activities
Assessment Methods
Assessment Tools Count Weight
Presentation 2 % 30
Midterm(s) 1 % 30
Final Examination 1 % 40
TOTAL % 100
Course Administration koseg@mef.edu.tr

Students can send an e-mail or contact the instructor on office hours. E-mail: koseg@mef.edu.tr Students are expected to attend all sessions timely. In case they cannot attend, students must inform the lecturer with an e-mail regarding emergency situations, health problems that can be supported by reports, or other excuses that are eligible to MEF University regulations. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.

ECTS Student Workload Estimation

Activity No/Weeks Hours Calculation
No/Weeks per Semester Preparing for the Activity Spent in the Activity Itself Completing the Activity Requirements
Course Hours 14 2 3 1 84
Presentations / Seminar 2 5 2 14
Midterm(s) 1 6 2 8
Final Examination 1 12 3 15
Total Workload 121
Total Workload/25 4.8
ECTS 5