Course 2011-2012 a.y.

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 Director:
DAVIDE REINA

Course Objectives

• 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;
• 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;
• 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

• 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.
• 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 customer 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.
• The Great Convergence: Green and Web, GreenWeb Business Models.

Detailed Description of Assessment Methods

Individual written exam (open questions and multiple-choice questions)

Textbooks

Attending students

• J. OTTMAN, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, GreenLeaf Publishing Limited, or: Berrett-Koehler Publishers, 2011
• W. McDONOUGH, M. BRAUNGART, Cradle to Cradle. Remaking the way we make things, North Point Press, 2002

Non attending tudents

• J. OTTMAN, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, GreenLeaf Publishing Limited, or: Berrett-Koehler Publishers, 2011
• W. McDONOUGH, M. BRAUNGART, Cradle to Cradle. Remaking the way we make things, North Point Press, 2002 
• G. PAULI, Blue Economy, Paradigm Publications, 2010

Exam textbooks & Online Articles (check availability at the Library)

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 30/03/2011 12:00