Course 2025-2026 a.y.

The specific goals of the Green Marketing course are to:

• Identify the most relevant theories and practices of the Green Economy that significantly influence customer behavior and corporate marketing strategies — for example, the Cradle-to-Cradle approach.

• Develop a solid understanding of how green products and services reach the market, with particular attention to the key value drivers that generate green demand.

• Analyze the main drivers of growth and value creation in green marketing.

• Revisit traditional Marketing Fundamentals (STP, 4Ps, etc.) from a green perspective, enabling participants to define a Green STP and Green Marketing Mix (4Ps).

• Identify and examine the most innovative Green Business Models and their distinctive marketing mixes.

• Explore green marketing strategies across different contexts (B2B, B2C, B2G) and industries — such as automotive, retail and e-commerce, construction and urban planning, food and beverages, and even controversial industries.

• Explain how to build a resilient and successful ecosystem capable of delivering meaningful added value to green stakeholders.

• Recognize the emerging value drivers of the "green consumer".
• Define the difference between green washing tactics and long-term sustainable strategies.
• Identify the strategic objectives of sustainable organizations.
• Identify the potential of a circular economy approach.

• Analyze stakeholders and their contribution to successful sustainable marketing strategies.
• Evaluate the environmental and social impact of a product/behaviour.
• Design the proper way to launch a circular economy project.

• Guest speaker's talks (in class or in distance)
• Company visits
• Collaborative Works / Assignments

• Guest speakers take into the course the perspective of real organizations, telling what their companies/NGOs are doing in terms of sustainability.
• Case studies allow students to apply models they are expected to learn to simulated business cases.
• Group assigments are typically launched by a real organizations and they engage students in applying the overall set of concepts and models learnt in order to solve managerial cases.
• Company visits offers an opportunity to "touch" the principles of green marketing in selected industries (upon companies' availability).

A minimum of 75% attendance is required to maintain attending student status. No exceptions will be made to this rule.
Attendance is defined as physical presence in the classroom properly recorded.
Justifications for absences or irregularities — such as failure to register attendance or arrivals more than 10 minutes late — will not be accepted.

Students should be aware that the course is not compatible with other commitments that may interfere with regular participation in class activities.

Attending students' evaluation is based on two components:

• Field Project (70%)
  Attending students are required to work in teams of 3 to 5 members on practical tasks proposed during the course. These projects are developed in collaboration with leading brands and carried out under the professors’ supervision.
  The project brief and assessment criteria are presented at the launch of the competition. Managers from the sponsoring companies provide qualitative feedback to all teams and select the winning project.
  The group project aims to assess students’ ability to apply the knowledge acquired during the course, manage a real-world marketing initiative, and present their work effectively.

• Final Exam (30%)
  The final evaluation also includes a written exam consisting of multiple-choice questions based on a selection of course materials (slides and readings) available on Blackboard.

The assessment for non-attending students is based on a written final exam that covers the entire textbook (all chapters).
The exam consists of a combination of open-ended and multiple-choice questions addressing the key concepts, models, and case studies presented in the textbook and supplementary course materials.

These questions are designed to evaluate students’ understanding of core analytical and managerial concepts, as well as their ability to interpret and apply them effectively.
In addition, business cases are used to assess students’ capacity to apply the knowledge acquired through independent study to real-world marketing situations.

• Course slides.
• Bellio E., Marketing and sustainability: Environmental, organizational and social perspectives - beyond ESG, McGraw Hill 2025 (selected chapters available on Blackboard)

• Bellio E., Marketing and sustainability: Environmental, organizational
  and social perspectives - beyond ESG, McGraw Hill 2025 (all chapters).