Marketing for a Better World

Introduction

Marketing focuses on delivering value to consumers. However, many consumer decisions have detrimental impacts on themselves, other people, and the planet. In this course, we examine why people make decisions that are bad for themselves and others, and ways that marketers can influence consumer psychology and consumer behaviors to improve decision making.

This course examines how marketing and consumption impact social welfare, individual happiness, social cohesion, and sustainability, both favorably and unfavorably. We will draw on insights developed in marketing research, which include perspectives from psychology, sociology, and economics. 

The course has two major objectives within the program portfolio. First, students will become familiar with critical perspectives and scientific findings about the (potential) impact of their profession on society. Second, students will learn how they can apply their marketing expertise to help firms succeed while also helping to transform society and create a better world.

Course content

Issues covered in the course:

• Marketing’s positive contribution to society. 
• Corporate social responsibility as a marketing practice
• Negative consequences of marketing for the world:  materialism, sexual 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. 
• Recyling - circular economy - upcycling