Green Marketing

Code:

2EGA04

Acronym:

MARKV

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2020/2021 - 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	42	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 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.

 Students should also be capable of:

5) Work in teams and evaluate the contributions of group menbers in reports and class discussions

6) Elaborate presentations 

Working method

Presencial

Program

Part I - Introduction

• Marketing and sustainable development
• Internal Marketing and corporate sustainability
• Corporate 'green' motivations
• Green Marketing Vs. Greenwashing
  
  

Part II - Competitive Strategies and Marketing

• Competitive Diagnosis
• Competitive Strategies
• Segmentation, Targeting and Positioning
• (Green) Consumers
  

Part III - The tactical level

• Product Life Cycle and Marketing
• Product
• Price/Promotion
• Distribution: distribution channels
  
• Communication
  
• Customer Experience
• Marketing in a digital context

Part V - The Marketing Plan

• Desiging 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 with final exam

Assessment Components

Designation	Weight (%)
Participação presencial	10,00
Teste	40,00
Trabalho de campo	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	70,00
Estudo autónomo	26,50
Frequência das aulas	56,00
Trabalho de investigação	20,00
Trabalho escrito	30,00
Total:	202,50

Eligibility for exams

Course aproval requires 1) a minimum grade of 8/20 points in the test and in tej group project. 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: 40% Group work: 50% Class participation: 10%

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

 

Classification improvement

Exam + Individual Work Assignment