COURSE INFORMATION CONTACT INFORMATION

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1 COURSE INFORMATION MGT 861 E Marketing for Sustainability Spring RM 4410 Saturdays, noon-3:00pm: 2/3, 2/17, 3/3, 3/17, 4/7, 4/21 Course Support: Stacy Awe (stacy.awe@yale.edu) CONTACT INFORMATION Professor Celine Ruben-Salama, M.B.A., M.P.A. Office Location: SOM Room celine@forthelongterm.com / celine.ruben-salama@yale.edu Office Hours: TBD TA(s) Pavan Ryali pavan.ryali@columbia.edu Review Sessions: N/A TEXTBOOKS AND RECOMMENDED/REQUIRED READINGS Book(s): McDonough, William, and Michael Braungart. Cradle to Cradle: Remaking the Way We Make Things. New York: North Point, Print. (193 pages) Required Readings: See Detailed Outline of Class Sessions Recommended Readings: See Canvas Christensen, Clayton. Competing Against Luck: The Story of Innovation and Customer Choice. Print (249 pages) SOFTWARE USED Sustainable Minds LCA Software

2 COURSE DESCRIPTION AND OBJECTIVES DETAILED COURSE INFORMATION Course Context and Description: To date, sustainable marketing efforts have been overly focused on changing people s attitudes around sustainability through education. These efforts have been somewhat successful for a growing, yet niche, LOHAS demographic. However, to mainstream sustainability, marketers must lead consumer behavior change by producing sustainable products that, ideally, outperform conventional products. These products should be sold with traditional selling points, rather than sustainability concepts that are hard to grasp for the average consumer. To accurately predict the commercial viability of innovative (sustainable) products, marketers must adhere to the foundations of consumer-centric marketing, namely, the full tool kit of the strategic marketing framework. However, because sustainability considerations focus on product attributes and specifications they are, by definition, product-oriented. As a result, organizations often fall into a product-centric marketing approach for sustainable products - and are thus bound for failure. Over the course of this semester, students will learn strategies to reduce negative product-related impacts, and gain facility applying the strategic marketing framework in tandem with LCA analysis, to solve an innovation challenge, and go-to-market. Case studies of sustainable product launches that succeeded, and ones that failed will be covered. COURSE DESCRIPTION AND OBJECTIVES Course Outline: Through interactive lectures, presentations, workshops, discussions, and guest speakers, students will learn to decouple negative environmental impacts from economic growth, and capitalize on business opportunities stemming from this understanding. This class is firmly rooted in the discipline of strategic marketing, and leverages concepts from behavioral economics, innovation management, and life cycle assessment. Course Objectives: Define and assess alternative strategies to improve product sustainability while maintaining commercial viability using strategic marketing framework Use Life-cycle Analysis (LCA) to identify and define the environmental impacts of any given product and distinguish sustainable products from conventional products Segment consumers based on needs, behavior, and attitudes (product-related and sustainability) using the cognitive psychological model, and Jobs Theory Craft effective communications and marketing strategies for sustainable products, services, and companies Effectively engage consumers, suppliers and other stakeholders in behaviors that enhance sustainability and promote brand value and loyalty MGT 681 E Syllabus Spring Page 2

3 COURSE REQUIREMENTS AND SPECIFIC GRADING POLICY Course Requirements Participation 15% Footprint Exercise & Write-Up February 3, 15% Identifying Opportunities in Tomorrow s Markets April 4, 15% Presentation: Product Redesign/Launch Strategy April 20, 20% Paper: Product Redesign/Launch Strategy May 4, 35% Please see the Yale SOM Grading Policy at DESCRIPTIONS OF ASSIGNMENTS/PROJECTS Participation: 15% Active participation during class (5%) / Quality of comments (10%) Term Project - Product Redesign & Launch Strategy: 55% Paper (35%) & short presentation with slides (20%) Term Project Paper (35%) page paper In groups of 3 or 4, you will use LCA analysis to redesign a product or service produced by a Fortune 1000 company: To improve its ecological footprint While maintaining or improving upon its UVP After evaluating the company and its overall sustainability profile, you will: Determine how best to position the redesigned product or service in the marketplace Outline product re-launch strategy including well defined target market segments, marketing mix strategy, and marketing/pr communication plan Term Project Paper Grading Rubric (Graded by Instructor) Background research (25%) Product-level market analysis including: competitive analysis, segmentation, and targeting Corporate sustainability profile and sustainability context/pest analysis SWOT Analysis Redesign concept (50%) Life-cycle Analysis (LCA) Analysis Ecological impact of redesign Commercial viability of redesign Go-to-Market Plan (25%) Articulation of target segments Marketing mix Key messages and marketing communications MGT 681 E Syllabus Spring Page 3

4 Term Project Presentations (20%) One representative from each group will present the highlights of your redesign concept, and launch plan in short (5 min) presentations with slides Term Project Presentation Grading Rubric (Peer Graded) Student peers will assign numeric grades for Oral Presentations, from based on the weighted average of the following evaluation criteria: Extent to which the business idea has a positive environmental impact 45% Commercial viability 45% Presentation style and slide design (10%) Footprint Exercise: 15% After calculating personal ecological, carbon, water, and slavery footprint using online calculators create a one-page write-up covering: Your footprint: Discuss the global implications of your lifestyle. Any surprises? Is it possible to reduce impacts to zero? What happens if you move to a different country? Personal strategies to reduce your ecological footprint. Evaluate each strategy for effectiveness and practicality How is each calculator of value to consumers? What could be improved? Footprint Exercise Grading rubric: All questions answered 10% Level of thoughtfulness in analysis 40% Strong conclusions 40% Writing style 10% Opportunity Pitch Paper: 15% 1-2 page write-up covering: Two trends mentioned in Opportunities in Tomorrow s Markets Pitch for sustainability based business opportunities arising from the nexus of these trends Opportunity Pitch Paper Grading rubric: Extent to which the business idea has a positive environmental impact 40% Commercial viability 40% Creativity and originality 20% In-class Opportunities Workshop: Pre-work: Students will read each other s pitches and allocate a fictitious $100,000 investment in $10,000 increments to their favorite pitches before class. In class: The three pitches that get the most investment will give short 1-2 min presentations in class and receive critique from the professor. MGT 681 E Syllabus Spring Page 4

5 YALE SOM POLICIES Please see the Yale School of Management Bulletin at or SOM Policies link on the left navigation bar for information. Course Recording All EMBA course lectures are recorded with permission of the faculty and posted to the specific course site. Laptop/Device Policy Usage allowed for class purposes. DETAILED OUTLINE OF CLASS SESSIONS Weeks Topics Readings Feb. 3, Feb. 17, Mar. 3, Mar. 17, Apr. 6, Apr. 20, May 4, Sizing up the Market Corporate Sustainability Risks Opportunities Product Profiles Unique Value Proposition Impacts over Lifecycle Product Development & Innovation Sustainability Strategies Sustainability Strategies Trade-offs Targeting Consumer Behavior Benefits-based Segmentation Sustainability as a differentiator Targeting Go-to-Market Strategy Marketing Mix/Marketing Plan Positioning & Key Messages Opportunities Workshop Shifting the Market Presentations Changing Behavior Changing Attitudes *Cradle to Cradle p *Towards a New Conception of the Environment-Competitiveness Relationship *Cradle to Cradle p *Cradle to Cradle p *Okala Eco Strategies Design Wheel *Mainstream Green p *Mainstream Green p. 1-23, p , p *Tomorrow's Markets *Mainstream Green p *FTC Green Guidelines TBD Assignments Due Footprint Exercise Opportunity Pitch Paper Presentation Paper due N/A Term Paper The instructor reserves the right to modify and/or change the course syllabus as needed during the course. MGT 681 E Syllabus Spring Page 5