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 behavior 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 impacts 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

Why is it so hard to do the right thing?

Social marketing: SHIFT, stigma, & social practices

Social Status

False beliefs

Oppositional consumption

Identity & Influence

Social norms (conformity & violations)

Prejudice and stereotypes

Social class

Technology and life

Time

Flourishing

Nudging.

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.