Marketing and Sustainability
A.Y. 2026/2027
Learning objectives
This course aims at introducing students to fundamentals of sustainability within the marketing perspective. The course provides notions, models and competences for understanding how business can interact with issues related to sustainability.
In particular, the course is designed in order to:
- illustrate the main sustainability models and contributions marketing can give to them
- depict and discuss fundamental variables of marketing process, in order to make students able to define an operational sustainable marketing strategy
- describe the new relationships that marketing needs to establish with customers, in order to support emerging sustainable business models.
In particular, the course is designed in order to:
- illustrate the main sustainability models and contributions marketing can give to them
- depict and discuss fundamental variables of marketing process, in order to make students able to define an operational sustainable marketing strategy
- describe the new relationships that marketing needs to establish with customers, in order to support emerging sustainable business models.
Expected learning outcomes
At the end of the course student will be able to:
· explain sustainable marketing's role in a global framework
· identify sustainable marketing opportunities through the marketing research process
· identify and explain the four basic elements of the marketing mix" (product, price, place, and promotion) as they relate to sustainable marketing
· evaluate sustainable channel development strategies within an organization.
· draw the structure of a sustainable marketing plan
· explain sustainable marketing's role in a global framework
· identify sustainable marketing opportunities through the marketing research process
· identify and explain the four basic elements of the marketing mix" (product, price, place, and promotion) as they relate to sustainable marketing
· evaluate sustainable channel development strategies within an organization.
· draw the structure of a sustainable marketing plan
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
This course examines the evolution of marketing in response to changes in economic and social models, highlighting how the discipline has become a key tool in supporting the transition from a linear production and consumption model (take-make-waste) to more sustainable and circular models. In particular, the course illustrates how the traditional sales-oriented approach has gradually been replaced first by a consumer-oriented perspective and subsequently by a focus on building long-term relationships with stakeholders, also leveraging the opportunities offered by digital technologies. The most recent evolution of marketing ultimately emphasizes ethical and responsible relationships aimed at creating shared value.
The course is also structured around the traditional distinction between analytical, strategic, and operational marketing. Analytical marketing focuses on the analysis of markets, consumers, competitors, and the broader environment in order to identify opportunities and threats. Strategic marketing is concerned with defining a firm's competitive positioning, selecting target market segments, and developing its value proposition. Operational marketing translates strategic decisions into concrete actions through the management of the marketing mix. These topics are addressed from a relational and sustainability-oriented perspective, with particular attention to the role marketing can play in promoting behaviours, products, and business models that support environmental and social sustainability.
Through this learning path, students will develop the ability to critically evaluate sustainability initiatives and to independently distinguish between strategies genuinely aimed at creating environmental and social value and purely instrumental communication practices (greenwashing).
The course is also structured around the traditional distinction between analytical, strategic, and operational marketing. Analytical marketing focuses on the analysis of markets, consumers, competitors, and the broader environment in order to identify opportunities and threats. Strategic marketing is concerned with defining a firm's competitive positioning, selecting target market segments, and developing its value proposition. Operational marketing translates strategic decisions into concrete actions through the management of the marketing mix. These topics are addressed from a relational and sustainability-oriented perspective, with particular attention to the role marketing can play in promoting behaviours, products, and business models that support environmental and social sustainability.
Through this learning path, students will develop the ability to critically evaluate sustainability initiatives and to independently distinguish between strategies genuinely aimed at creating environmental and social value and purely instrumental communication practices (greenwashing).
Prerequisites for admission
No preliminary courses are a prerequisite for entry into Marketing and sustainability course.
Teaching methods
In addition to face-to-face lecturers, this course includes case studies on real marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills.
Teaching Resources
The instructor will make available to students, through the course section of the website https://ariel.unimi.it, lecture slides, readings, and supporting materials useful for understanding the topics covered in the course.
The reference textbook is Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19th ed.). Pearson.
The reference textbook is Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19th ed.). Pearson.
Assessment methods and Criteria
The assessment is the same for both attending and non-attending students.
The examination consists of a 60-minute written test based on the analysis of three business cases. Each case is accompanied by three open-ended questions designed to assess students' ability to apply the concepts and theoretical frameworks covered in the course to real-world business situations, demonstrating critical thinking and well-reasoned argumentation.
The examination consists of a 60-minute written test based on the analysis of three business cases. Each case is accompanied by three open-ended questions designed to assess students' ability to apply the concepts and theoretical frameworks covered in the course to real-world business situations, demonstrating critical thinking and well-reasoned argumentation.
SECS-P/07 - BUSINESS ADMINISTRATION AND ACCOUNTING STUDIES - University credits: 1
SECS-P/08 - MANAGEMENT - University credits: 5
SECS-P/08 - MANAGEMENT - University credits: 5
Lessons: 48 hours
Professor:
De Noni Ivan
Professor(s)
Reception:
You need to schedule a meeting with professor by mail
Department of Environmental Science and Politics - Via Celoria 2, first building, first floor, room 19