Excerpt from course description

Better Business for a Better World - SUMMER COURSE


This three-week intensive summer course examines a range of marketing research aiming to understand when and why firms, marketers, and consumers do things that are good for society, and when they do things that are problematic. Students will learn to critically analyze cutting edge academic research and practice applying the lessons of academic research to real world problems faced by businesses and consumers.

The course will examine the extent to which welfare, individual happiness, social cohesion, and sustainability are impacted by marketing and consumption, both favorably and unfavorably. We will draw from insights developed in marketing, psychology, sociology, and economics.

The course has two major objectives.  First, it tries to make students familiar with critical perspectives and scientific findings about the impact of their marketing and business on society as a whole. Second, it builds marketing expertise and highlights practical strategies practitioners can use to help firms make profits while also helping to create a better world.

GRA 6447 Better Business for a Better World is available to students on MSc in Strategic Marketing Management and MSc in Business.

The course is not open to students on the BI-LUISS Joint Master of Science in Marketing (the contents of this course are covered in GRA 6446)

Course content

Issues covered in the course:

  • Marketing’s positive contributions to society. 
  • Corporate social responsibility as a marketing practice.
  • Negative consequences of marketing for the world:  materialism, stereotyping, overconsumption, exploitation, impulsive & compulsive buying.
  • Marketing, self-control, and the pursuit of happiness.
  • Evolutionary origins of unsustainable consumer behavior.
  • Social Marketing.
  • Behavioral economics:  Nudging of sustainable consumer behavior.
  • Moral balancing and rebound effects.
  • Political orientation and consumer behavior.
  • Marketing and the sharing economy. 
  • Recycling - circular economy – upcycling.
  • The beneficial and detrimental impacts of technology.


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.