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Beyond Grey Pinstripes
Needs and Wants: Marketing in a Sustainable Society (2009)
Defining needs and wants broadly – to include but not remain limited within a conventional marketing perspective – this course examines and works with the practical dimensions of designing, pricing, distributing, and informing/persuading stakeholders about a product or service. Includes marketing management and strategy, brands, cause-related marketing, social marketing, and critical perspectives on marketing and the consumer society in ecological and globalization contexts, including the life-cycle (LCA) view of products, the bottom-of-pyramid perspective, and the notion of sustainable consumption.