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

  • 11 to 30 students
  • Up to 3 lecture units
  • English, Shqip

Resource Description

Instruction file

Understanding Marketing Concepts 3 (Short Version - Part 3)(Resource ID: 397)

The teaching resource outline Understanding Marketing Concepts (Short Version - Part 1, 2 and 3) describes the draft of a teaching resource that has been split into 3 parts. It was developed to show students the importance of marketing, and the power marketing can have on the success and sustainability of a company. The students will have the opportunity to firstly practice their marketing skills by attempting to market a difficult item, secondly they will look at famous marketing case studies, that had both marketing successes and failures. Most importantly, the students will get the opportunity to work closely with a marketing manager, creating a marketing campaign for a failing company. The winning group will get their marketing campaign published and get hands on experience of working with a company. The aim of these teaching resources is to make businesses aware of the role marketing plays in the overall success and sustainability of their company. These teaching resources will incorporate but are not limited to the following methods: • Educational Game • Presentation • Case Study Teaching • Stakeholder Visit • Discussion • Researching The teaching set describes three independent teaching resources, which are designed to be completed one after another these include: 1. Educational Game - Sell me this item 2. Case Study Teaching – Famous Marketing Campaigns 3. Stakeholder Visit – The Power of Marketing Understanding Marketing Concepts (Short Version - Part 1, 2 and 3) is based (and slightly modified) on the Teaching Resource, “Understand Marketing Concepts through exploring case studies; success stories and big failures”. The original teaching resource was split into 3 parts to give lecturers the opportunity to incorporate active learning as a central part of their teaching, thus improving students’ overall understanding of difficult marketing concepts.

Part 3 – Stakeholder Visit – The Power of Marketing

The stakeholder who works for a marketing company will share their experiences of marketing for companies, and some success and failures that they have encountered. The students will ask the stakeholder some key questions about marketing. Afterwards, the stakeholder will present a failing company to the class, the students will work in groups of 3 marketing the failing company and the winning group will get the opportunity to publish the marketing campaign on the company’s website.

Main Text:

Through good and bad economic times, marketing plays a pivotal role in any business. Determining and satisfying the needs of consumers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. In this sense, it is necessary for the students to understand the basic concepts of marketing.

Students will get the opportunity to learn vital marketing skills and learn what not to do from some famous marketing case studies. They will also get the opportunity to meet with some key stakeholders who will share their experiences with the students, and most importantly the students will get the opportunity to turn a failing business around, and thus improve the sustainability of the company. The skills learned in this teaching resource will be vital to students in their professional career, and could help other companies become more sustainable in the future.

Integration of Social Stakeholders
The stakeholders are involved as active participants, they will visit the students and present their experiences of marketing. They will ask the students to work on a marketing campaign for the company, the winning group will get to work closely with the company and the marketing manager.
•Case study teaching is a suitable method for the students because it deals with real world problems.
• They experience situations they can expect in their future professional life.
• Case studies help students build business skills.
• Students get to reflect on their perspectives, values and skills.
• Students are challenged in systemic thinking and putting their previously learned knowledge into practice.
• Development of relations between students and local organisations for later employment opportunities
• Local organisations may not be willing to cooperate with the students
• It may be difficult for the students to understand the case studies
Learning Outcomes
•Interview the marketing manager
•Create a marketing campaign for a failing company
•Appreciate the important role marketing plays in the success and sustainability of a company
Relevance for Sustainability
Students need to acquire competencies that enable them to deal with today’s complex sustainability challenges (such as environmental pollution, ethics problems, demographic changes, emerges of new markets in this global world etc.). Using the case study teaching method, students have the possibility to apply their theoretical knowledge and methodological skills by experiencing situations where they need to find solutions for complex and uncertain real-world challenges.
Related Teaching Resources
No specific previous knowledge / related resources required
Sustainability criteria
  • Systemic thinking
Preparation Efforts
Preparation Efforts Description
Arrangement of a visit by a marketing manager to give a lecture
Submission of a project on the marketing campaign for a failing business
Credit/Certification Description
Credit for the submission of a project on the marketing campaign for a failing business
Sources and Links

Original Teaching Resource –

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.

Comments Write Comment


Samantha Prior
This teaching resource is allocated to following University:
UL - University of Limerick
University of Limerick


Creative Commons

Pillars of Sustainability

  • economic

Teaching Tools & Methods

  • Written material
  • Discussion / debate
  • formteaching_case_study