MKT620:GREEN MARKETING

L:5

T:1

P:0

Credits:3

Course Objectives:

Students will be able to learn the concept of Green Marketing and its importance to the
environment from the perspective of consumers, business and other stakeholders

Students will enhance their understanding of evolving green consumer segments & how
marketers & responding to their needs

Students will be able to learn the ecological quotient to plan, develop & implement Green
Marketing Strategies to enhance the positive effects of human consumption on the
environment

Unit I
Introduction and Environmental Effects of Consumption : Introduction to Green
Marketing, Need and Scope of Green Marketing., Green Marketing Planning,
Incorporating a Green Perspective into the Mission Statement, Integrating a Green
Mission into Objectives, Strategy and Marketing Tactics, The Interaction between
Strategy and the Environment, Delivering Value to all Stakeholders, Understand the
Interaction between Environment and Consumption, Human Influences on Climate
Change, Understanding of Sources of Energy and their Use Across International
Regions, Human influences on the Atmosphere, Human Influences on Land, Human
Influences on Biodiversity, Environmental Action Designed to Reduce Climate Change,
Understand Efforts to Influence the Supply and Demand for Energy, Environmental
Action Designed to Reduce Human Influences on the Atmosphere, Environmental
Action Designed to Reduce Human Influences on Water, Environmental Action
Designed to Reduce Human Influences on Land, Environmental Action Designed to
Reduce Human Influences on Biodiversity, The Role of Energy Conservation Efforts to
Limit Climate Change and Pollution
Unit II
Discovering and Delivering Value via Market Analysis and Sustainable Supply
Chain Strategies : Market Segmentation, Target Marketing, Market Positioning,
Integrated Marketing Communication, Message Strategy, Green Branding,
Certification Labelling, Demarketing, Product Innovation Framework, Idea
Generation, Preliminary Assessment, Business Case Preparation, Product
Development, Test Market & Validation, Full Production and Follow-Up, Process
Innovation, Diagnosing the Elements of Sustainable Supply Cycles, Benefits of
Sustainable Supply Cycles, Sustainable Logistics, ISO 14000, The Central Role of
Retailing in the Supply Cycles, Marketing Sustainable Product Lines, Marketing
Sustainable Consumption, Internal Pricing Constraints, Customer Demand, Legal
Constraints, Competitive Action, Corporate Mission and Pricing Objectives, Pricing
Strategies
Unit III
The Role of Household and Industrial Consumption : Influences of Households
on Energy Consumption, The Consumer Decision-Making Process, Sustainable
Marketing Action Designed to Influence Pre-Purchase Decisions, Sustainable
Marketing Action Designed to Influence Purchases, Sustainable Marketing Action
Designed to Influence Consumption, Sustainable Marketing Action Designed to
Influence Post-Purchase Decisions, Service Sector Contributors to Carbon Emissions,
Non-Food Retailing, Food Retailing, Offices and Administrative Buildings, Educational
Institutions, Health Care, Lodging, Transportation Sector Contributors to Carbon
Emissions, Personal Modes of Transportation, Mass Transit, Freight Transportation,
Primary Industrial Contributors to Carbon Emissions, Carbon Emissions Associated
with Steel Production, Carbon Emissions in the Non-Metallic Minerals Industry,
Carbon Emissions Endemic to Chemical Production, Emissions Associated with the
Paper and Pulp Industries, Industrial Standards that Seek to Limit Carbon Emissions,
Benefits of Reporting Value, Reporting Economic Value, Reporting Social Value,
Reporting Environmental Value, Benchmarking Performance

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Print Date : 11/21/2014 9:34:19 AM

Text Books:
1. GREEN MARKETING: THEORY, PRACTICE AND STRATEGIES by ROBERT
DAHLSTROM, CENGAGE LEARNING, 1st Edition, (2011)
References:
1. THE NEW RULES OF MARKETING by JACQUELYN A OTTMAN, OTHER, 1st Edition,
(2011)

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Print Date : 11/21/2014 9:34:19 AM