Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Marketing Sustainable Innovations
Course Number:
E_MFS_MSI
Course Description:
Despite efforts involving consumers in the early stages of innovation, sustainable products and services often struggle with limited take-off. As an (international) business professional, but also as a sustainability consultant or policy maker, it is crucial to understand the mechanisms that drive the adoption of sustainable innovations. Building on the preceding subjects in the minor Sustainability: Management and Innovation, this course analyzes the final element in the value chain; bringing sustainable products and services to the market. The course starts with a stakeholder marketing perspective, specifically focusing on the consumer and how that consumer acts within a network of stakeholders. We further discuss relevant insights from innovation, psychology, behavioral economics, and consumer value research to gain a better understanding of what affects actual consumer behavior. The course ends with a bootcamp in which, in collaboration with a company, students develop an attractive marketing plan that takes all stakeholders into account.
Language:
English
Approved Equivalent:
Pending For Approval
Attachment Files:
Studyguide (2)_11.pdf
