Green Marketing

Code:

2EGA04

Acronym:

MARKV

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2015/2016 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Environmental Economics and Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
EGA	27	Bologna Syllabus since 2012	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

The course aims at providing students with the understanding of basic conceptual tools of marketing and also of its specificity when related to environmental and sustainability issues. Students are expected to develop analysis and decision-making skills on key environmental marketing variables in an integrated organizational management process.

Learning outcomes and competences

By the end of the course, students should be able to:
1) Identify the specificities of green green marketing in relation to 'traditional' marketing.

2) To critically analyze the strategic context (external and internal) influencing the marketing strategies of companies and organizations.

3) Build integrated and grounded marketing decisions focused on issues / products / services with a strong environmental component.

4) Develop marketing plans.

 

Working method

Presencial

Program

Part I - Introduction

1. Marketing and sustainable development

2. Green Marketing and Social Marketing

3. Internal Marketing and corporate sustainability

4. Green Marketing Vs. Greenwashing

Part II - Understanding the market and identifying market opportunities

5. Marketing Environment

6. Market

7. Customers

Part III - Corporate strategy and Marketing

8. Mission, Vision and Strategic Objectives

9. Organizational Culture

10. Stakeholders

11. Generic Strategies

Part IV - The strategic level marketing

12. Segmentation, Targeting and Positioning

Part V - Product life cycle and marketing

13. Designing and producing greener offerings  

14. Buying greener

15. Reducing use carbon footprint

16. Sharing and increasing product life

17. Using waste to create value.

Part VI - the tactical level - providing and communicating the value

18. Product

19. Price

20. Communication

21. Distribution: distribution channels

Part VII - Marketing Management

22. The Marketing Plan

Mandatory literature

Fuller, D. A; Sustainable Marketing: Managerial-Ecological Issues, Sage Publications, 1999
Grant, J.; The Green Marketing Manifesto, John Wiley and Sons, 2007
Kotler, P. e Keller, K. L; A framework for Marketing Management, Prentice-Hall, 2007
Ottman, J. ; Marketing: Opportunity for Innovation, BookSurge LLC, 1998

Teaching methods and learning activities

Classes combine the presentation of the fundamental theoretical concepts of green marketing with a discussion of real cases. The goal is to to analyze how the concepts and techniques are embodied in different business or organizational contexts , making their practical applicability clear. In order to understand and operationalize the theoretical concepts and their adherence to reality students are expected to participate actively in the analysis and discussions of case studies. Thus, classes combine essentially two methods: • lectures: presentation and concepts, methodologies and techniques illustrated with practical applications. • Case studies: analysis of concrete situations that set the ground for the development of analytic and decision-making skills regarding green marketin issues.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	45,00
Trabalho de campo	55,00
Total:	100,00

Eligibility for exams

Course aproval requires 1) a minimum grade of 8/20 points in the test and in tej group project. 2) Attendance of 50% of classes; participation in the sessions scheduled for the group work presentations is mandatory. The absence in those sessions will result in a loss of 10%/per session of the project final grade.

Calculation formula of final grade

Test: 50%

 Group work: 45%

Final grade may be improved up to 2/20 points according to the participation in class.

There is no exam in the "regular" exam period.

 

Classification improvement

Exam only.