Sustainability: Programs - Marketing Courses

Purpose

This page is meant to show you connections between sustainability and core courses in a particular business major. In some cases, these connections may not yet be a part of the course. We are working on that! If you are a student, you can ask for these connections to be a part of the course. If you are a faculty member, you can integrate them in as you see fit.

Course descriptions are adapted from the Penn State University Bulletin. This is not a comprehensive list of courses in the major. Learn more about this major at Penn State Smeal Undergraduate Education. Penn State students can meet with who teach and do research in sustainability.

MKTG 301: Principles of Marketing

Introduces key marketing concepts, terminology, and analytical tools used in business decision-making. Emphasizes market segmentation, targeting, and positioning, and explores how marketing strategies are influenced by domestic and international environments. Provides a practical understanding of how marketing integrates with other business functions through real-world examples and the application of marketing principles to product development, pricing, promotion, and distribution

Sustainable marketing questions to consider:

• How can marketing support the company’s sustainability strategy?

• How does marketing and communications help companies effectively communicate their sustainability-oriented products and services?

MKTG 330: Consumer Behavior

Applies behavioral science concepts to understand buyer behavior as a foundation for marketing management decision-making.

Sustainable marketing questions to consider:

• How does analyzing consumer behavior and demand trends towards sustainability affect the marketing efforts of the company?

• How can consumer behavior inform the design of "take back" programs and other

  circular economy

  type initiatives that rely on customers returning products?

MKTG 342: Marketing Research

Emphasizes research approaches, methods, and applications as formal tools for solving marketing decision problems.

Sustainable marketing questions to consider:

• What new types of market research is needed to understand consumers' attitudes and behaviors related to sustainability-focused products and services?

• In what ways might traditional marketing research exclude diverse voices and perspectives? And how could such research be made more inclusive?

MKTG 450W: Marketing Strategy

Addresses a firm’s market-oriented problems, opportunity identification, competitive strategy formulation, and marketing policies and programs.

Sustainable marketing questions to consider:

• How can the marketing function support the company's identification and selection of market opportunities for new sustainability-focused products and services?

• How can sustainability play a key role in formulating a competitive marketing strategy for the company?

MKTG 442 : Sustainable Behavior of Consumers, Firms & Societies

Explores marketing strategies that influence sustainable behaviors in firms, consumers, and society. Covers consumer psychology, sustainability communication challenges, and the application of marketing frameworks through real-world examples.

Sustainable marketing questions to consider:

• How does sustainable marketing differ from traditional forms of marketing?

• What are the major market segments of "sustainable consumers"? What does this reveal about their different wants and needs?

• What are the unique communications challenges and opportunities that come along with sustainability?

• What is greenwashing, social impact washing, etc. and how can it be avoided?

Explore More Sustainability-Focused Courses

Curious about how sustainability fits into your academic journey? Browse at Smeal and Penn State that highlight sustainability in business, society, and the environment.