SOCIALLY RESPONSIBLE
MARKETING
D0O51a
2025-2026
,Inhoud
Class 1: Introduction class ....................................................................................................................... 8
3 evolutions: .................................................................................................................................... 9
Impact of transformations on evolution in marketing .................................................................. 10
From product-oriented to consumer-oriented to value-driven marketing .................................. 10
Definition of marketing ................................................................................................................. 10
Co-creation .................................................................................................................................... 10
The connection between sustainability & marketing ....................................................................... 11
Integration of sustainability in marketing ............................................................................................. 12
Integration of sustainability in the marketing strategy: importance of systems thinking ................ 13
Class 2: What is systems thinking? ........................................................................................................ 14
From linear thinking to systems thinking .......................................................................................... 14
Linear thinking ............................................................................................................................... 14
System thinking ............................................................................................................................. 14
Systems thinking in marketing ...................................................................................................... 15
System ........................................................................................................................................... 15
Holistic image ................................................................................................................................ 15
Important concepts ........................................................................................................................... 15
Properties of a system ................................................................................................................... 15
Concepts applied in a marketing context ......................................................................................... 16
Systems thinking in marketing ...................................................................................................... 16
Systems thinking integrated in the marketing strategy .................................................................... 18
Sustainable marketing strategy ..................................................................................................... 18
Long term value creation .............................................................................................................. 19
Value creation for consumer & society ............................................................................................. 19
Sustainability ................................................................................................................................. 20
Holistic view................................................................................................................................... 20
Adress problems at the source ...................................................................................................... 20
Better collaboration between teams and stakeholders ................................................................ 20
Long term focus ............................................................................................................................. 20
Value creation ............................................................................................................................... 20
Regenerative sustainability ............................................................................................................... 21
Principles of regenerative sustainability ....................................................................................... 21
Regenerative business strategies .................................................................................................. 22
Circular service ecosystems............................................................................................................... 23
In class (2) .............................................................................................................................................. 24
1
, Case study – Fairphone ..................................................................................................................... 24
Class 3: Sustainability & the marketing mix .......................................................................................... 28
Integration of sustainability in marketing implementation .............................................................. 28
Integration of sustainability in the marketing strategy & brand positioning ................................ 28
Regenerative Marketing ................................................................................................................ 28
Integration of sustainability in the customer journey and marketing implementation ............... 28
Customer journey .............................................................................................................................. 29
Ecosystem ...................................................................................................................................... 29
Employees ..................................................................................................................................... 29
Co-creation & sustainability .......................................................................................................... 29
Digitalization and sustainability..................................................................................................... 30
Product .............................................................................................................................................. 30
Ecological impact ........................................................................................................................... 30
Social impact.................................................................................................................................. 30
Price ................................................................................................................................................... 31
Why prices dominate decisions..................................................................................................... 31
What can marketers do? ............................................................................................................... 31
Examples of hidden costs of cheap products (externalities)......................................................... 31
Distribution (Place) ............................................................................................................................ 31
Traditional marketing: focus on logistics....................................................................................... 32
How sustainable is online distribution? ........................................................................................ 32
Modern marketing: customer solutions & convenience ............................................................... 32
Promotion.......................................................................................................................................... 33
= Communication .......................................................................................................................... 33
Corporate Social Responsibility ..................................................................................................... 34
How to communicate sustainability efforts? ................................................................................ 34
Factors hindering the integration of sustainability in marketing ...................................................... 35
In class (3): Integration of sustainability in marketing exercises – assignment .................................... 38
Supermarket: a sustainable customer journey for all customers in a multicultural environment 38
Exercise hinderers of circular business models in the clothing retail ........................................... 40
Discussion question: do companies need to communicate about their sustainability efforts and
how? .............................................................................................................................................. 41
Sustainable companies and targeting…......................................................................................... 41
Potential drawbacks of CSR communication ................................................................................. 42
Attribution theory.......................................................................................................................... 42
Important concepts ....................................................................................................................... 42
2
, Hypothesis ..................................................................................................................................... 42
Results ........................................................................................................................................... 42
Class 4: Sustainability & the marketing mix (part 2) ............................................................................. 43
Integration of sustainability in marketing implementation .............................................................. 43
Simulacrum .................................................................................................................................... 44
The European Green Deal as game changer ................................................................................. 44
European Sustainability Reporting Standards (ESRS) .................................................................... 45
Conclusion ..................................................................................................................................... 46
Promotion: social media.................................................................................................................... 46
Promotion: labels .............................................................................................................................. 49
Engagement vs. guarantee ............................................................................................................ 50
Benefits of labels ........................................................................................................................... 50
Disadvantages of labels ................................................................................................................. 50
Smart labels ................................................................................................................................... 51
In class (4): Integration of sustainability in marketing exercises – assignment .................................... 51
Exercise sugarees: Link between sustainability & marketing........................................................... 51
Exercise: Sustainability report ........................................................................................................... 52
Exercise: Social media ....................................................................................................................... 53
Exercise greenwashing ...................................................................................................................... 55
Class 5: What is social marketing? ........................................................................................................ 58
Planned social change: the Origin ..................................................................................................... 58
What is marketing? ........................................................................................................................... 58
Early phase: social advertising....................................................................................................... 59
From Social Advertising to Social Marketing ................................................................................. 59
Social Marketing: Product ............................................................................................................. 59
Social Marketing: Promotion ........................................................................................................ 60
Social Marketing: Place ................................................................................................................. 60
Social Marketing: Price .................................................................................................................. 60
Fast forward to 1994: sharpening up the field .................................................................................. 62
Sharper definition .......................................................................................................................... 62
Guidelines (best practices) ............................................................................................................ 63
Social Marketing in the Societal Context........................................................................................... 65
Education ....................................................................................................................................... 65
Law ................................................................................................................................................ 65
Using the framework ..................................................................................................................... 67
Characterize your market .............................................................................................................. 68
3
MARKETING
D0O51a
2025-2026
,Inhoud
Class 1: Introduction class ....................................................................................................................... 8
3 evolutions: .................................................................................................................................... 9
Impact of transformations on evolution in marketing .................................................................. 10
From product-oriented to consumer-oriented to value-driven marketing .................................. 10
Definition of marketing ................................................................................................................. 10
Co-creation .................................................................................................................................... 10
The connection between sustainability & marketing ....................................................................... 11
Integration of sustainability in marketing ............................................................................................. 12
Integration of sustainability in the marketing strategy: importance of systems thinking ................ 13
Class 2: What is systems thinking? ........................................................................................................ 14
From linear thinking to systems thinking .......................................................................................... 14
Linear thinking ............................................................................................................................... 14
System thinking ............................................................................................................................. 14
Systems thinking in marketing ...................................................................................................... 15
System ........................................................................................................................................... 15
Holistic image ................................................................................................................................ 15
Important concepts ........................................................................................................................... 15
Properties of a system ................................................................................................................... 15
Concepts applied in a marketing context ......................................................................................... 16
Systems thinking in marketing ...................................................................................................... 16
Systems thinking integrated in the marketing strategy .................................................................... 18
Sustainable marketing strategy ..................................................................................................... 18
Long term value creation .............................................................................................................. 19
Value creation for consumer & society ............................................................................................. 19
Sustainability ................................................................................................................................. 20
Holistic view................................................................................................................................... 20
Adress problems at the source ...................................................................................................... 20
Better collaboration between teams and stakeholders ................................................................ 20
Long term focus ............................................................................................................................. 20
Value creation ............................................................................................................................... 20
Regenerative sustainability ............................................................................................................... 21
Principles of regenerative sustainability ....................................................................................... 21
Regenerative business strategies .................................................................................................. 22
Circular service ecosystems............................................................................................................... 23
In class (2) .............................................................................................................................................. 24
1
, Case study – Fairphone ..................................................................................................................... 24
Class 3: Sustainability & the marketing mix .......................................................................................... 28
Integration of sustainability in marketing implementation .............................................................. 28
Integration of sustainability in the marketing strategy & brand positioning ................................ 28
Regenerative Marketing ................................................................................................................ 28
Integration of sustainability in the customer journey and marketing implementation ............... 28
Customer journey .............................................................................................................................. 29
Ecosystem ...................................................................................................................................... 29
Employees ..................................................................................................................................... 29
Co-creation & sustainability .......................................................................................................... 29
Digitalization and sustainability..................................................................................................... 30
Product .............................................................................................................................................. 30
Ecological impact ........................................................................................................................... 30
Social impact.................................................................................................................................. 30
Price ................................................................................................................................................... 31
Why prices dominate decisions..................................................................................................... 31
What can marketers do? ............................................................................................................... 31
Examples of hidden costs of cheap products (externalities)......................................................... 31
Distribution (Place) ............................................................................................................................ 31
Traditional marketing: focus on logistics....................................................................................... 32
How sustainable is online distribution? ........................................................................................ 32
Modern marketing: customer solutions & convenience ............................................................... 32
Promotion.......................................................................................................................................... 33
= Communication .......................................................................................................................... 33
Corporate Social Responsibility ..................................................................................................... 34
How to communicate sustainability efforts? ................................................................................ 34
Factors hindering the integration of sustainability in marketing ...................................................... 35
In class (3): Integration of sustainability in marketing exercises – assignment .................................... 38
Supermarket: a sustainable customer journey for all customers in a multicultural environment 38
Exercise hinderers of circular business models in the clothing retail ........................................... 40
Discussion question: do companies need to communicate about their sustainability efforts and
how? .............................................................................................................................................. 41
Sustainable companies and targeting…......................................................................................... 41
Potential drawbacks of CSR communication ................................................................................. 42
Attribution theory.......................................................................................................................... 42
Important concepts ....................................................................................................................... 42
2
, Hypothesis ..................................................................................................................................... 42
Results ........................................................................................................................................... 42
Class 4: Sustainability & the marketing mix (part 2) ............................................................................. 43
Integration of sustainability in marketing implementation .............................................................. 43
Simulacrum .................................................................................................................................... 44
The European Green Deal as game changer ................................................................................. 44
European Sustainability Reporting Standards (ESRS) .................................................................... 45
Conclusion ..................................................................................................................................... 46
Promotion: social media.................................................................................................................... 46
Promotion: labels .............................................................................................................................. 49
Engagement vs. guarantee ............................................................................................................ 50
Benefits of labels ........................................................................................................................... 50
Disadvantages of labels ................................................................................................................. 50
Smart labels ................................................................................................................................... 51
In class (4): Integration of sustainability in marketing exercises – assignment .................................... 51
Exercise sugarees: Link between sustainability & marketing........................................................... 51
Exercise: Sustainability report ........................................................................................................... 52
Exercise: Social media ....................................................................................................................... 53
Exercise greenwashing ...................................................................................................................... 55
Class 5: What is social marketing? ........................................................................................................ 58
Planned social change: the Origin ..................................................................................................... 58
What is marketing? ........................................................................................................................... 58
Early phase: social advertising....................................................................................................... 59
From Social Advertising to Social Marketing ................................................................................. 59
Social Marketing: Product ............................................................................................................. 59
Social Marketing: Promotion ........................................................................................................ 60
Social Marketing: Place ................................................................................................................. 60
Social Marketing: Price .................................................................................................................. 60
Fast forward to 1994: sharpening up the field .................................................................................. 62
Sharper definition .......................................................................................................................... 62
Guidelines (best practices) ............................................................................................................ 63
Social Marketing in the Societal Context........................................................................................... 65
Education ....................................................................................................................................... 65
Law ................................................................................................................................................ 65
Using the framework ..................................................................................................................... 67
Characterize your market .............................................................................................................. 68
3
