Base Knowledge
N/A
Teaching Methodologies
In this curricular unit the following teaching methodologies are used:
1) Verbal methodologies (saying), making use of the pedagogical resources: exhibition, explanation, and dialogue;
2) Intuitive methodologies (show), using the following teaching resources: demonstration, audiovisuals and written texts;
3) Active methodologies (doing), using the following pedagogical resources: group work.
Learning Results
A. Understand and relate the Sustainable Development Goals (SDG) to the activities of companies and institutions;
B. Associate the role of marketing with the development of a more sustainable society and economy;
C. Analyze and develop marketing strategies and actions that promote greater local and global sustainability;
D. Demonstrate and explain how sustainable marketing meets the expectations of stakeholders and, in particular, consumers;
E. Develop a positive attitude towards reading and interpreting technical and scientific texts;
F. Promote research and applied work, solve problems, and identify resolution strategies.
Program
1. Introduction to the concept of sustainability and the SDGs;
2. The importance of environmental issues;
3. Sustainability as a signature of marketing and brands;
4. Sectorial trends and pressure from public opinion in decision-making processes;
5. Marketing mix adapted to the demands of sustainability;
6. Models for analyzing and evaluating the performance of sustainability policies;
7. Sustainability as a source of business opportunities.
Curricular Unit Teachers
Rafael DemczukGrading Methods
Continuous/periodic assessment:
Group assignments – 20%*
Course project (group work) – 40%*
Individual written test – 40%
* Grades for group components are subject to an adjustment of up to ±2 points based on peer evaluation.
Assessment by Final Exam
Course project (individual work) – 35%
Individual written exam – 65%
Internship(s)
NAO
Bibliography
Recommended Books
Richardson, N. (2019). Sustainable marketing planning. Routledge.
Grant, J. (2020). Greener Marketing. Wiley.
Ottman, J. (2017). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Routledge.
Sidibe, M. (2020). Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose. Routledge.
Complementary Books
Aaker, D. (2022). The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. Morgan James.
Carvill, M., Butler, G., Evans, G. (2021). Sustainable Marketing: How to Drive Profits with Purpose. Bloomsbury Business.
Freire, A. (2020). Estratégia: Criação de Valor Sustentável em Negócios Tradicionais e Digitais. Bertrand.
Mayer, C. (2021). Prosperity: Better Business Makes the Greater Good. Oxford.
McKenzie-Mohr, D. (2011). Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (3ª ed.). New Society.
Peterson, M. (2021). Sustainable Marketing: A Holistic Approach (2ª ed.). Sage.
Complementary reading:
Academic Journals – Students are encouraged to consult leading peer-reviewed journals in the areas of sustainability, marketing strategy, and responsible management, including:
- Journal of Marketing
- Journal of Retailing
- Journal of Consumer Research
- Journal of Business Ethics
- Business Strategy and the Environment
Selected articles may be recommended throughout the semester to support theoretical grounding and applied discussion.
Institutional Sources – To ensure alignment with regulatory and strategic sustainability frameworks, students may consult:
- European Commission – European Green Deal and sustainability directives
- United Nations – Sustainable Development Goals (SDGs)
National and Regional Media – To strengthen critical thinking and contextual awareness, selected articles from national and regional newspapers may be discussed in class, including:
- Forbes
- Fortune
- New York Times
- Wall Street Journal
- Público
- Expresso
- Diário de Notícias