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Socially Responsible Marketing - DEEL 1
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SOCIALLY RESPONSIBLEMARKETING
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Class 1: Introduction...............................................................................................................................2
Sustainablity.......................................................................................................................................2
Relationship between sustainability and marketing...........................................................................3
Online Knowledge Clips: Industry 1 – Sustainability & marketing......................................................4
Industry 2: Integration sustainability in marketing.............................................................................5
Industry 3: Sustainable product..........................................................................................................9
Industry 4: Sustainable price............................................................................................................11
Industry 5: sustainable distribution..................................................................................................13
1
, CLASS 1: INTRODUCTION
In March: Assignment
Exam: 16/06 Questions where you have to link your own assignment with the content of the course
+ take home exam
Material: slides, knowledge clips, papers, solutions to exercises
SUSTAINABLITY
Sustainable development
= development that meets the needs of the present generation, without compromising the ability of future
generations to meet their own needs
2015: sustainable development goals, 17 goals that have to be met by 2030
Elkington (1994), Triple bottle lines (3 P’s): make entrepreneurs think more critically about the future
of capitalism, idea to bring more balance between the profits, planet and peace. A lot of companies
gave profit the dominant factor and still is. However, a shift to the other P’s as well. Sustainable
development consists of:
People: end poverty and hunger in all forms and ensure dignity and equality
Planet: protect our planet’s natural resources and climate for future generations
Partnership: implement the agenda through a solid global partnership
Peace: foster peaceful, just and inclusive societies
Prosperity: ensure prosperous and fulfilling lives in harmony with nature
Beyond sustainability: go for regeneration, restore
the negative impact we had before. This needs
priority in every decision we make
Regeneration puts life at the centre of every action and decision. It applies all of life – grasslands, farms,
insects, forests, fish, wetlands, coastlands, and oceans – and it applies equally to family, communities, cities,
schools, religion, commerce, and governments. And most spectacularly to climate.
- Regeneration is a response to the urgency of the climate crisis, a determined what-to-do manual for
all levels of society, from individuals to national governments and everything and everyone in
between. It describes a system of interlocking initiatives that can stem the climate crisis in one
generation
- Regeneration creates livelihoods that bring life to people and people to life. It is work that links us to
each other’s wellbeing, that provides those in poverty
with purpose and a future of dignity and respect.
Sustainability = shared responsibility
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