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Course 2015-2016 a.y.

20318 - GREEN MARKETING


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLAPI (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
ARMANDO CIRRINCIONE

Classes: 31 (I sem.)
Instructors:
Class 31: ARMANDO CIRRINCIONE


Course Objectives
  • To analyze main concepts on which Green Marketization is based, as to products and services, and in particular with reference to new value drivers orienting customer’s demand;
  • to discuss fundamental variables of Marketing Process, such as STP and Marketing-mix, in light of the new emerging paradigm of Green Marketization, and in order to make students able to define a concrete, operating Green Marketing Strategy and Mix;
  • to illustrate participants all the different types of Business Models originating from the Green Marketization, so that they can effectively understand the present, fast moving Green Scenario.

Course Content Summary
  • Introduction: green marketing within the present scenario; green vocabulary; external and internal factors on which Green Revolution is based; the transition from grey to green; Green Marketization: countries, sectors, cycles.
  • The new paradigm and its impact on Market functioning: new models of marketization; qualitative analyses of demand; the principle of equivalent value; the cradle to cradle theory and practice; cases and incidents for discussion.
  • B2C Marketing: the new consumers’ behaviours; from consumption to use; from costs-bearing to costs-controlling; from individual use to sharing; the resulting green marketing-mix and green positioning; cases and incidents for discussion.
  • B2B Marketing: coincidence of interests and convergency of benefits, less energy=less costs=less CO2; the parsimony principles; Green Marketization based on emerging savings; orienting product innovation to do the same things in a smarter way: cases and incidents for discussion.
  • Customer value from the point of view of the green perspective: analysis, design and delivery of value for the customer.
  • Seminars on smart city, power generation, transport, building, waste.

Detailed Description of Assessment Methods
For Attending Students:
Team works (60% of final grade) and individual final exam (40%).
Team work: attending students is required to work in team on two tasks during the course: one on product redesigning according to green paradigm and the second on going-to-market with the redesigned product.
Individual written exam based on slides and other materials from lessons; it is made of open questions and multiple-choice questions.

For Non Attending Students:

Individual written exam based on textbooks and materials available on the e-learning

Textbooks
For attending students:
  • Course slides.
  • Articles and book chapters available on the course reserve.
  • Articles, papers, web pages and other material available on the e-learning and course reserve.
For non attending students:
  • J. OTTMAN, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, GreenLeaf Publishing Limited, or: Berrett-Koehler Publishers, 2011.
  • W. MCDONOUGH, M. BRAUNGART, The Upcycle: Beyond Sustainability - Designing for Abundance, North Point Press, 2013.
  • J. GRANT, The Green Marketing Manifesto, John Wiley & Sons, 2007.
  • Articles, papers, web pages and other material available on the e-learning.

Prerequisites
  • Real knowledge of marketing pillars.
Last change 13/05/2015 16:16