30439 - GREEN MARKETING
Course taught in English
Go to class group/s: 31
It is recommended to have attended a course on basic marketing. The knowledge of the pillars of marketing as a discipline is taken for granted.
The present scenario shows the advent of a new paradigm at a global level, encompassing markets, companies, customers, and based on the concept of “Green Economy”. As a consequence, all managers are faced to new challenges: to fully understand the new paradigm’s functioning on the one hand, to infer which might be the new paradigm’s impact in terms of managerial implications and market strategy, on the other hand.
The main goals of the course are 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 operating green marketing strategy.
- Describe participants the new relationships marketing needs to start with customers in order to support emerging sustainable business models.
In order to get these objectives, the course is going to discuss the following issues:
- Understanding Sustainability and Marketing:
- Current environmental, societal and economic challenges.
- Sustainable development as an alternative.
- Sustainable marketing approach.
- Understanding macro and micro perspective I sustainable marketing.
- Developing Sustainability Marketing Opportunities:
- Challenges and technological responses.
- The LCA.
- Sustainability and consumption.
- The new consumers.
- Developing Sustainability Marketing Standards and Strategies:
- New values for the organizations of the future.
- Economic, ecological and social objectives for sustainable marketing.
- Developing the Sustainability Marketing Mix
- From products to customer solutions.
- From cradle-to-grave to Cradle-to-cradle.
- From price to customer costs.
- Developing the Future of Sustainability Marketing:
- Engage public institutions.
- Inspire movements.
- Understand the role of marketing in supporting sustainable development.
- Analyze the strategic objectives of sustainable organizations.
- Distinguish between green washing tactics and long-term sustainable strategies.
- Exploit the potential of a circular economy approach.
- Investigate the contribution of stakeholder to successful sustainable strategies.
- Interpret the pillars of a sustainable strategy.
- 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 circula economy project.
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Case studies /Incidents (traditional, online)
- Group 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.
|Continuous assessment||Partial exams||General exam|
Attending students are evaluated according to an individual written exam (weighted 50% of the final grade) and a team work (weighted 50% of the final grade):
- Team work: attending students are required to work in team (3 to 5 members) on a task during the course. The task is provided by a leading brand and teams work under the professors’ supervision.
- Individual written exam based on textbook, slides, lessons’ notes, guests’ speech notes and other materials available on Bboard (Bocconi’s digital platform for lessons’ contents); it is made of both open-ended questions and multiple-choice questions.
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of both multiple choice and open-ended questions. The written exam accounts for 100% of the final grade.
- 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.
- 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.