Course 2014-2015 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 Director:
DAVIDE REINA

Classes: 31 (I sem.)
Instructors:
Class 31: DAVIDE REINA



Course Objectives

  • To analyse main concepts on which Green Marketization is based, as to products 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

For non 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, The Upcycle: Beyond Sustainability - Designing for Abundance, North Point Press, 2013.
  • J. GRANT,  The Green Marketing Manifesto, John Wiley & Sons, 2007.
For 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.
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 08/07/2014 12:38