Print Syllabus

Syllabus

SG0275 Sustainable Marketing in the Biobased Sector, 15.0 Credits

Hållbar marknadsföring i biobaserad sektor

Subjects

Forest Science Business Administration Forest science

Education cycle

Master’s level

Modules

Title	Credits	Code
Individual examination	4.0	0001
Seminar - individual assessment	4.0	0002
Group project	4.0	0003
External lecturers - individual assessment	3.0	0004

Advanced study in the main field

Second cycle, has only first-cycle course/s as entry requirements
Master’s level (A1N)

Grading scale

Language

English

Prior knowledge

Knowledge corresponding to 120 credits at basic level and



- English 6

Objectives

The course will enable the student to analyse key strategic challenges in the forest- and other bio-based sectors for developing successful business and organizational and marketing strategy, based on an understanding of economic, social and environmental value dimensions.

After completing the course the student will be able to:

• describe and argue for relevant marketing theories, in particular those that refer to service, relationships and value.

• account for and motivate choices regarding market research methods and theories with an understanding of their limitations for sustainable development.

• evaluate academic studies of competitive strategy formulation in relation to the external environment and the organization’s resources. This also include ethical aspects of business development.

• assess and apply different approaches for sustainable business development and marketing.

• apply knowledge about strategy and marketing in a changing environment, including innovation, networking, structural changes and communication.

• define and critically review strategy and marketing challenges in the bio-based industries, including the forest sector.

Content

The course starts with an introduction to key marketing concepts such as perceived customer value related to sustainable development, stakeholder theory, social practice theory, relationship marketing, networks and Corporate Social Responsibility (CSR).

An overview of application of marketing research methods and marketing planning. This understandings provides an epistemological overview to understand the differences between product versus service dominant logic.

CSR in marketing and strategy, theory and applications. Key concepts here are stakeholder theory, value creation and communication. Studies of strategic changes, development of business models and innovation in theory and empirical examples. Industrial structure and business strategy serves as grounds for understanding mechanisms and outcomes in corporate development.

The course is based on lectures, guest lectures, seminars, exercises and a project, all of which offer opportunities to develop an epistemological development and vocabulary along with skills releated to sustainable development.

Compulsory components are exercises, seminars, guest lectures and study visits and an active participation in a project. The project also offers opportunities to practice analytical, interpersonal and rhetorical skills.

Grading form

The grade requirements within the course grading system are set out in specific criteria. These criteria must be available by the course start at the latest.

Formats and requirements for examination

Approved seminars, approved exercises, active participation in compulsory guest lectures and study visits and project related tasks. Approved written or oral examination and assignments.

• If a student has failed an examination, the examiner has the right to issue supplementary assignments. This applies if it is possible and there are grounds to do so.

• The examiner can provide an adapted assessment to students entitled to study support for students with disabilities following a decision by the university. Examiners may also issue an adapted examination or provide an alternative way for the students to take the exam.

• If this syllabus is withdrawn, SLU may introduce transitional provisions for examining students admitted based on this syllabus and who have not yet passed the course.

• For the assessment of an independent project (degree project), the examiner may also allow a student to add supplemental information after the deadline for submission. Read more in the Education Planning and Administration Handbook.

Other information

• The right to participate in teaching and/or supervision only applies for the course instance the student was admitted to and registered on.

• If there are special reasons, students are entitled to participate in components with compulsory attendance when the course is given again. Read more in the Education Planning and Administration Handbook.

Additional information

In order to assimilate the course, marketing knowledge equivalent to at least 5 credits at Bachelor level is recommended. In addition, basic knowledge in forest science is recommended in order to know the forest sector, including the forest industry’s conditions and products.

The course Management perspectives for sustainable food systems (FÖ0440, including earlier versions) should not be included in a degree together with this course.

SLU is environmentally certified according to ISO 14001 and sustainability certified in accordance with PRME. A large part of our courses cover knowledge and skills that contribute positively to the triple bottom line, environmental social and financial value creation. To further strengthen this, we have specific sustainability goals for the education. Students are welcome to suggest actions regarding the course’s content and implementation that lead to sustainability improvements for the environment. For more information, see webpage www.slu.se.

Responsible department

Department of Forest Economics