Sustainicum Collection

Consus The aim of the project is to establish a regional science-society network for sustainability innovations in Albania and Kosovo in order to strengthen the connection and collaboration of institutions in the field of higher education, research and practice.

Resource facts

  • 5 to 10 students
  • 4-7 lecture units
  • English, Shqip

Resource Description

Instruction file

Integration of sustainability in marketing concepts - building a sustainable customer relationship"(Resource ID: 281)

Sustainable development defines a complexity of social requirements in order to maintain economic development over generations, to protect the environment, social equity and efficient use of natural resources. The teaching resource addresses the integration of sustainable development into marketing concepts. Moreover, the concepts of consumer value, societal marketing and relationship marketing have served as a theoretical basis to identify new orientations in business philosophy and behaviour related to issues on the level of customer relationship policies. In addition, the teaching resource will be implemented through some case studies about CRM aspects that could be connected to companies that assure sustainability.

Marketing can be defined both as a business philosophy, and a collection of management techniques, orientated towards providing value to consumers, organisations and society. Traditional marketing aimed to achieve financial performance without considering the customers role in this process.

Nowadays, marketing has evolved from a product and transaction oriented process to a customer and relationship oriented approach, with increasing focus on the long-term and mutual benefits to customers. Therefore, companies will need to develop a clear position on sustainability issues if they want to attract and retain the support of new customers, employees, investors and other stakeholders in order to sustain their own growth and future success whilst minimising negative environmental and social impacts. However, for many companies the pursuit of sustainability confronts them with many new and difficult questions.


Customer relationship management (CRM) refers to the practices, strategies and technologies that companies use to manage record and evaluate customer interactions in order to drive sales growth by fostering relationships with their customer bases. The basic idea of sustainability CRM is integrating the economic, environmental, and social sustainability dimensions in the core areas of CRM, such as: marketing, sales, and service. Being close to customers and understanding their needs through all phases of the relationship requires efficient and effective operational CRM processes.  Moreover, companies highlight the role of societal marketing in the business field. Societal marketing aims to generate customer satisfaction and maintain long term consumer and public welfare as the key to satisfying organisational goals and responsibilities.


The teaching material tries:

  • to explain why companies should have a clear customer orientation
  • to implement the strategies in the field of complaint management
  • to discuss and integrate sustainability into the customer relationship
  • to bring business partners into the classroom
  • to develop an e-newsletter or blog with topics that would be of interest to companies to earn customer loyalty
  • to build network between companies and students


Case study teaching

Students will be divided into small groups within a lecture to work through some case studies about CRM aspects that could be connected to companies that assure sustainability. After reading the case study in class, students explore the problem and discuss the case. In addition, different types of companies will be part as societal stakeholders, therefore, students will have the possibility to gain knowledge from different business stakeholders engaged on CRM. Furthermore, the workshop discussions aim to promote dialogue among students and stakeholders from the perspective of Interdisciplinary exchange. Finally, the reflection portion of this classroom will be a key component to the active learning process; therefore the lecturer would have to spend additional time to maintain this reflection portion, which will be presented in blog format. The lecturer will be able to monitor these comments that are provided by the students, and encourage everyone to post, and reply to their peer’s thoughts. 

Integration of Social Stakeholders
External stakeholders coming from the business field (banking industry, retail sector, tourism industry, etc.) will be involved in the lecture as a guest speaker that present their company and challenges they face with regard to: customer added value, customer relationship, etc. Students have the possibility to get in direct contact with business stakeholders and experience challenges in relations between companies and customers. In addition, business stakeholders will offer to host visits of the students in order to better observe the importance of sustainable CRM. On the other hand, the business partners will benefit from students' ideas, discussions and case studies solutions by implementing these strategies in their business, in order to improve the image and competitiveness in the market.
– Active learning experience for students
– Students think about their own experiences in the business environment
– Mutual learning for students and business stakeholders
– Students learn to develop sustainable marketing concepts
– Students have the possibility to meet business stakeholders and learn from their experiences
– Stakeholders benefit from network building
– Confidential information from the side of business stakeholders
– Occasional exclusion of introverts in small group work
Learning Outcomes
–To develop and implement different strategies of building sustainable customer relationship management
– Learning from stakeholders experiences and applying this learning in case studies
- Network building through academia and external stakeholders
Relevance for Sustainability
– Analysing a sustainable customer relationship
– Companies build long-term relationships with possible customers
– Integration of external stakeholders into the lecture
- Developing and maintaining the science-society collaboration
- Network building (actual students might be future employees to the companies)
Related Teaching Resources
– Basic knowledge of Marketing
Preparation Efforts
Preparation Efforts Description
– Preparation for the lecturer: 8 hours; Identification of suitable case studies that could be connected to sustainable marketing concepts, in particular to customer relationship. Identification of sustainable companies (banking industry, retail sector, tourism industry, etc.), which will be part of the lecture as a guest speaker.
Active participation: 10%
Mid term exam: 30 %
Presentation: 10%
Final exam: 50%
Credit/Certification Description
Funded by
This teaching resource, realised within the project ConSus, has been funded with the support of the TEMPUS of the European Union. The contents reflect the views of the authors, and the European Commission cannot be held responsible for any use which may be made of the information contained therein.

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Yllka Hoxha
This teaching resource is allocated to following University:
UC - Universum College
Universum College


Creative Commons

Teaching Tools & Methods

  • Excursion
  • Case study
  • Written material
  • formteaching_experiment