Summary Sustainability Marketing & Communication FULL NOTES + ASSIGNMENTS

Sustainability Marketing and
Communication




MSc in Communication Science



2021-2022


Semester 2 block 1

,UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING




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, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING


Table of Contents

Tutorial 1: Introduction – Barriers to Sustainability ................................................................. 5

Tutorial 2: Case Introductions ................................................................................................. 13

Tutorial 3: Motivations ............................................................................................................ 28

Tutorial 4: Climate Change Threats ........................................................................................ 36

Tutorial 5: Efficacy Beliefs – ‘Yes I/We Can’ ........................................................................ 51

Tutorial 6: Social Norms ......................................................................................................... 60

Tutorial 7: Q&A ...................................................................................................................... 73

Tutorial 8: Guest Lecture – Corporate Social Responsibility ................................................. 76

Tutorial 9: From Green to Transformative Marketing ............................................................ 80

Tutorial 10: Audience Worldviews and Segments .................................................................. 89

Tutorial 11: Communication Plan Pitches I ............................................................................ 94

Tutorial 12: Guest Lecture – Digital Sustainability ................................................................ 95

Tutorial 13: Communication Plan Pitches II ......................................................................... 101

Tutorial 14: Public Debates ................................................................................................... 102

Tutorial 15: From Participation to Co-Creation .................................................................... 106

Individual Communication Plan Paper .................................................................................. 110




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, UNIVERSITY OF AMSTERDAM SUSTAINABILITY MARKETING




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