040155 KU Special Topics in Marketing: Responsible Marketing 2 (MA) (2023S)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften

Continuous assessment of course work

Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Registration is open from Mo 13.02.2023 09:00 to We 22.02.2023 12:00
Registration is open from Mo 27.02.2023 09:00 to Tu 28.02.2023 12:00
Deregistration possible until Fr 17.03.2023 23:59

Details

max. 50 participants

Language: English

Lecturers

Cátia Alves

Classes (iCal) - next class is marked with N

    
    Tuesday
    14.03.
    09:45 - 11:15
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Tuesday
    02.05.
    09:45 - 11:15
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    02.05.
    15:00 - 16:30
    Hörsaal 9  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    09.05.
    09:45 - 11:15
    Hörsaal 9  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    09.05.
    15:00 - 16:30
    Hörsaal 10  Oskar-Morgenstern-Platz 1  2.Stock
    
    Tuesday
    16.05.
    09:45 - 11:15
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    16.05.
    15:00 - 16:30
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    23.05.
    09:45 - 11:15
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock
    
    Tuesday
    23.05.
    15:00 - 16:30
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock
    
    Wednesday
    31.05.
    09:45 - 11:15
    Hörsaal 7  Oskar-Morgenstern-Platz 1  1.Stock
    
    Wednesday
    31.05.
    15:00 - 16:30
    Hörsaal 8  Oskar-Morgenstern-Platz 1  1.Stock

Information

Aims, contents and method of the course

This course uses behavioral science insights to provide students with a thorough understanding of how to transform people´s lives for the better. In particular, the course offers new perspectives on marketing practices and new opportunities to make an impact on the world.
The classes will encourage students to think about and discuss the following topics:
- What is the role of marketing in creating a better world?
- What are the world’s current challenges, and how do they impact businesses?
- Why and how should we implement behavioral changes for good?
- How can nudges help us improve decisions and what are their main limitations?
- What influences decision-making in the health and environmental setting?
- What can be done to boost pro-social behavior and morality?
Moreover, students will be able to learn and discuss current industry practices through a series of guest lectures on a variety of topics.
Overall, the course seeks to improve students’ critical and strategic thinking to provide our future leaders with better and more powerful decision-making tools.

Assessment and permitted materials

The course offers an interactive format composed of lectures, presentations, discussions and guest lectures in order to give students an integrated learning experience. Thus, students are expected to attend and actively participate in all lectures, guest lecturers, and group presentations.
Attendance at the first session is compulsory.

Groups:
Students will be asked to form groups of 3 or 4 elements. Each group will write an essay and do a presentation about an academic article.

Presentation:
The duration of each presentation is 15 minutes (maximum), followed by 10 minutes of discussion. Each student’s allotted time should be distributed equally.
Students should cover the following topics:
• Overview of past research, the hypothesis under study, and the main findings of the article
• Main contribution of the article
• Critical analysis of the theoretical and/or methodological part (limitations found)
Please upload your presentation on moodle one day before the presentation.

Minimum requirements and assessment criteria

Grades will rely on the following scale:
• 1 ≥ 88%
• 2 ≥ 75%
• 3 ≥ 63%
• 4 ≥ 50%

Examination topics

Performance in the course will be assessed as follows:
• 10% Individual performance (class attendance, participation, discussion)
• 40% Group presentation
• 50% Essay (1 week after group presentation)

Essay:
The essay should have a maximum of 10 pages long (including references). Please indicate on the front page your brand name, group number, students’ names, students’ IDs, and e-mails.

Formatting Guidelines
• Write in Times New Roman, size 12, and line space 1,5.
• Use the APA style for citations and references.

Content Guidelines
The essay should be composed of two parts:

1) Article-based content
• Quick overview of the article: main findings of the article and its limitations
(summary of the presentation´s content);
• Improvement suggestions: alternative explanations for the results, additional studies needed, changes in the theoretical framing, etc
• Future research ideas: possible extensions of the article

2) General recommendations & suggestions
• Recommendations for practitioners (use the guest lecture as inspiration)
• Personal statement on the future of business and the importance of the topics under study

Reading list

Chandy, R., Johar, G., Moorman, C., & Roberts, J. (2021). Better Marketing for a Better World. Journal of Marketing, 85(3), 1–9.

Mertens, S., Herberz, M., Hahnel, U. J. J., & Brosch, T. (2022). The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domains. Proceedings of the National Academy of Sciences of the United States of America, 119(1), 1–10.

White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49.

Association in the course directory

Last modified: Tu 14.03.2023 11:28