Abstract:

Sustainability is becoming an increasingly important phenomenon in today's society, bringing it to the fore in several areas. Sustainability is a direction that will ensure the long-term development of society following ethical and environmental principles. It follows from the above that sustainability must be promoted more prominently, which gives room for sustainable marketing development. However, for sustainable marketing to be effective, it is necessary to pay sufficient attention to it in the academic environment, especially in education. The paper aims to compile a syllabus for a sustainable marketing course taught based on case studies. The source of case studies are professional and scientific articles in renowned periodicals, PR articles, case reports, and annual reports from marketing agencies in the fields of sustainable marketing, green marketing, non-profit marketing, and social marketing. Based on the analysis of the case studies, their salient elements are identified and confronted with the students' perception. Students evaluated the case studies from the point of view of comprehensibility, relevance and effectiveness. The methods of analysis and synthesis, description, generalization, brainstorming, and personal interviews were used in the creation of the paper. Secondary research consists of a literature review and analysis of case studies in the fields of sustainable marketing, green marketing, non-profit marketing, and social marketing. Primary research consists of personal interviews with students and the use of the brainstorming method by students during the evaluation of individual case studies. The primary research involves university students from the management and e-commerce study programs. The results are represented by the sustainable marketing course syllabus divided into thematic areas, the teaching of which is based on case studies evaluated by the students as comprehensible, factual and effective.

Keywords:

Sustainable marketing, teaching, case studies, university, management, e-commerce.