Branding and Marketing for Sustainability (2235.YR.014613.1)

General information

Type:	OPT	Curs:	3,4	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 3	Giuseppe Cavallo	Esade	ENG

Group	Teacher	Department	Language
Year 4	Giuseppe Cavallo	Esade	ENG

This is NOT a fun course about marketing and sustainability. Sustainability is one of the most serious topics in 21st century branding and marketing. Students are not expected to have a prior knowledge of the subject matter, but should be familiar with branding and marketing models (at least 3rd students or equivalent) and be prepared to critically engage with complex, intellectually demanding material. There will be significant amount of reading / watching / listening prior to each session and participants will be marked on their contribution to class. In turn, you will hear from world leaders in this field and receive a variety of perspectives on this critical topic. Come prepared to work hard, be challenged and engage critically. For the serious student, this course can be inspiring, rewarding and equip you with life long skills and a collaborative mindset.

At least 2 years study in branding and marketing. For non-marketing students, at least 2 years in a relevant field related to sustainability or business management .Exchange students are very welcome

10 sessions, including 2 sessions dedicated to the course project

The greatest challenge facing us in the 21st century is Climate Change. It is not. It is
sustainability, in which climate change plays an important part, alongside pollution, use of
land, use of natural resources, our legacy to the coming generation, our legacy to the planet.
Radical voices are now calling for "Planet, before People, before Profit?, for planet-positive
not just sustainable behaviours. Yet traditional branding and marketing focuses on
increasing awareness of a brand, sales, retention and acquisition. How does branding and
marketing in the 2020s and beyond respond to the challenges of sustainability? How does
good branding and marketing help promote sustainability and sustainable practices? How
can branding and marketing build desire for sustainable behaviour? Or guilt about
unsustainable behaviour? Who is leading the way?
This course will explore the latest thinking about branding, marketing and sustainability
through a combination of lectures, cases, group exercises, visiting experts and a group project. The course
will cover such issues as co-creation of brands for sustainability between brand "owners?,
users and wider society; how traditional tools of brand management can be put to good use
to encourage sustainable practices; and how superficial branding can lead to inauthenticity
and "greenwashing

Students will:
Understand clearly what is meant by "branding? and what is meant by "sustainability?
Understand the role that branding and marketing can play in making sustainable practices and routines
desirable, repeatable and durable
Learn how to develop a sustainable mindset and an ethical compass associated with
branding
Understand the difference between deep branding (authentic, responsible, conscientious)
and superficial branding in the approach to sustainability - how to avoid "greenwashing?
Understand both "Carrot? and "stick? approaches - different approaches to branding for
sustainability and how these can be effective; how effective is "guilt? versus "desire?

Group	Teacher	Department
Year 3	Giuseppe Cavallo	Esade

Group	Teacher	Department
Year 4	Giuseppe Cavallo	Esade