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GMBA70-111: Values Based Marketing


The course discusses how to integrate values such as creativity, integrity, social responsibility, economic justice, environmental stewardship, and improving the world into the workplace and marketplace. There is evidence that value based marketing can provide a firm with a competitive edge in the global marketplace. Moreover, studies are finding that people are no longer defining success in terms of money and power; they are using terms such as engagement, consciousness and wholeness. In this class, such topics as corporate social responsibility, happiness in the workplace, natural environment, social environment, economic environment, philanthropy, and marketing integrity will be discussed

Subject details

FacultyBond Business School
Semesters offered
  • January 2021 [Non-Standard Offering - Bond BBT]
Study areas
  • Business and Commerce

Learning outcomes

1. Understand how to integrate values such as integrity, social responsibility, economic sustainability into a firm’s marketing framework
2. Knowledge of the latest research on subjective well being/happiness and the important role that meaningful work plays in creation of a happy and motivated workforce
3. See the link between competitive advantage and the value based marketing management

Enrolment requirements

Requisites: ?


Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?
  • Study Abroad Students
  • This subject is not available to students on US Financial Aid.
  • Students on a Student Visa may be restricted from enrolment due to the mode of delivery in the chosen semester. Check the subject outline for further details.

Must be admitted into a BBT/MBA Program

Anti-requisites: ?

  • MKTG70-508 Values Based Marketing

Subject outlines

Subject dates

Future offerings not yet planned.