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• 2024 Fall
• Medill School of Journalism
• Integrated Marketing Communications
• Integrating Sustainability in Brand Management

Integrating Sustainability in Brand Management (523-0-20)

Instructors

Kathy LaTour

Meeting Info

TBA: TBA

Overview of class

Integrating Sustainability in Brand Management will begin by examining the role of branding in building a business's reputation and relationship with its stakeholders. Students will learn how a brand strategy aligns with the company's mission and values while also considering the social and environmental impact of the brand. The course will then delve into the concept of sustainability and how it relates to brand management. Students will be encouraged to think critically about the trade-offs that businesses face when balancing people, planet, and profit through a mix of readings, lectures and case studies. As part of the immersive course experience, students will work on a real-world problem to help a leading global wine brand integrate its sustainability initiatives with the branding and communication strategies of a prominent product brand in the portfolio. By the end of the course, students will have developed a good understanding of the different ways firms can embed sustainability in their marketing strategies and how it can be used to create long-term value for businesses while also benefiting society and the planet.

Class Attributes

Attendance at 1st class mandatory