Course 2017-2018 a.y.

30439 - GREEN MARKETING


CLEAM - CLEF - CLEACC - CLES-BESS - WBB - BIEF - BIEM - BIG
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - II sem. - OP  |  SECS-P/08) - CLEF (6 credits - II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  SECS-P/08) - CLES-BESS (6 credits - II sem. - OP  |  SECS-P/08) - WBB (6 credits - II sem. - OP  |  SECS-P/08) - BIEF (6 credits - II sem. - OP  |  SECS-P/08) - BIEM (6 credits - II sem. - OP  |  SECS-P/08) - BIG (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ARMANDO CIRRINCIONE

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


Course Objectives
The Green Marketing course aims at introducing students to fundamentals of sustainability within the marketing perspective. The course provides notions, models and competences to understand one of the most promising current phenomena. In particular, the course is designed in order to
  • Illustrate the main sustainability models and contributions marketing can give to them.
  • Depict and discuss fundamental variables of Marketing Process, in order to make students able to define an operational green marketing strategy.
  • Describe the new relationships that marketing needs to establish with customers, in order to support emerging sustainable business models.

Course Content Summary
  • Introduction: the sustainability paradigm and the marketing contribution to sustainability
  • Sensing: to understand marketing opportunities behind the sustainability paradigm.
  • Strategy: to define the marketing strategies within the sustainability paradigm
  • Implementation: the better marketing mix for sustainability
  • Future: to draw the future of marketing within the sustainability paradigm

Detailed Description of Assessment Methods
For Attending Students
Team work (50% of final grade) and individual final exam (50%).
Team work: attending students are required to work in team (3 to 5 members) on a task during the semester. The task is going to be provided by a leading brand and professors on-going tutor the teams.
Individual written exam is based on: textbook, 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, additional book, slides and materials available on the blackboard platform. It is made of open questions and multiple-choice questions.


Textbooks
For attending students
  • F-M. BELZ, K. PEATTIE, Sustainability Marketing, A Global Perspective, Wiley, 2012, ISBN: 978-1-119-96619-7.
  • Course slides.
  • Articles, papers, web pages and other material available on the e-learning

For non attending students
  • F-M. BELZ, K. PEATTIE, Sustainability Marketing, A Global Perspective, Wiley, 2012, ISBN: 978-1-119-96619-7.
  • J. GRANT, The Green Marketing Manifesto, John Wiley & Sons, 2007, ISBN-13: 978-0470723241.
  • Slides, articles, papers, web pages and other material available on the e-learning.


Prerequisites
Knowledge of marketing pillars.
Last change 14/06/2017 13:04