Course 2010-2011 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 Objectives
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To analyze main concepts on which "Green Marketization" is based, as to product and services, and in particular with reference to new value drivers orienting customer’s demand;
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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;
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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
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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.
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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.
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B2C Marketing: the new customer behaviours; from consumption to use; from costs-bearing to costs-controlling; the resulting green marketing-mix and green positioning; cases and incidents for discussion.
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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.
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Final Project.
Detailed Description of Assessment Methods
Attending students
Final written exam. The exam’s questions will be extrapolated by topics presented and discussed in class. Questions will be both multiple choice and open questions. The exam will account for 100% of final grade.
Non - Attending students
Final written exam. Questions will be based on the two books, The Green Marketing Manifesto, and Cradle to cradle. Remaking the way we make things, and will be both multiple choice and open questions.
Textbooks
Attending students
- HANDSOUT
- J. GRANT, The Green Marketing Manifesto, John Wiley & Sons, 2007.
Non Attending students
- J. GRANT, The Green Marketing Manifesto, John Wiley & Sons, 2007.
- W. McDONOUGH, M. BRAUNGART, Cradle to cradle. Remaking the way we make things, North Point Press, 2002.
Prerequisites
- A real knowledge of English language, both spoken and written. And a good ability to effectively interact with other people, in this language.
- A strong commitment and determination, proactive participation.
Last change 13/05/2010 12:22