Insegnamento a.a. 2016-2017



Department of Marketing

Course taught in English

Go to class group/s: 31
CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - WBB (6 credits - I sem. - OP  |  SECS-P/08) - BIEF (6 credits - I sem. - OP  |  SECS-P/08) - BIEM (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:

Classes: 31 (I sem.)

Course Objectives

  • 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 operating green marketing strategy;
  • Describe participants the new relationships marketing needs to start with customers in order to support emerging sustainable business models.

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; Circular Ecomony and its impact on marketing; 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.

Detailed Description of Assessment Methods

For Attending Students:
  • Team works (50% of final grade): attending students is required to work in team (3 to 5 members) on a task during the course.
  • Individual final exam (50%): 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, slides and materials available on the e-learning.


For attending students:
  • Course slides.
  • Articles, papers, web pages and other material available on the e-learning.
For non-attending students:
  • B. EMERY, Sustainable Marketing, Pearson, 2012
  • J. GRANT, The Green Marketing Manifesto, John Wiley & Sons, 2007.
  • Slides, articles, papers, web pages and other material available on the e-learning.
Exam textbooks & Online Articles (check availability at the Library)


  • Knowledge of marketing pillars.
Last change 20/04/2016 17:08