Social and environmental problems, especially in global supply chains, are often multifaceted, complex and difficult to address by a multitude of involved actors. More sustainable solutions or alternatives for existing practices and products do exist, but they are often associated with higher efforts and do not spread as far as they need in order to maximize their impact.
But what exactly is it that distinguishes more sustainable solutions from the consumer's perspective? What stands in the way of a more sustainable consumption? How and by whom can a further spread of such solutions be promoted? What role can marketing and communications play in this context? We will address these and other questions in the module "Communication of Supply Chain Sustainability to Consumers". The aim is to promote a critical and reflective view of consumers’ behavior and the role of marketing in fostering sustainability.
In addition to these content dimensions of the module, insights into research practice will be provided. Oriented towards the structure of a research exposé, the essential elements of a scientific work will be discussed. This includes in particular the development of a topic and a research question, the description of relevance and definition of a problem, the determination of the state of research, the selection of a suitable and relevant theoretical foundation as well as a short "method crash course" focusing on qualitative empirical, literature-based and conceptual work. Based on a topic chosen or derived from the module content itself, students develop their own research concept under supervision, which can serve as a basis for their final thesis. Students also refine their reading and writing skills. Moreover, the exposition to some theoretical developments and to empirical research methods applied in academic studies prepare students for their master thesis and any kind of research project.