APPLIES TO ACADEMIC YEAR 2013/2014

ELE 3740 Green Marketing

Responsible for the course


Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
This course provides an overview of the role of green marketing and sustainability in marketing strategy. We use the triple bottom line perspective to cast sustainability as the simultaneous pursuit of financial, social/relational, and environmental performance. The course provides an assessment of current efforts to pursue sustainability with a primary focus on the interaction of the marketing organization with the environment. In the process, we investigate the interaction between consumption and the physical environment. We examine specific marketing tactics employed by firms seeking to maximize triple bottom line performance. We subsequently address consumption processes in the household, industrial, services, and transportation sectors of the economy.

Learning outcome
Knowledge objectives
The students should understand how planning and implementation of marketing mix decisions affect sustainability and environmental factors related to consumption, production, distribution, promotion etc.

Objectives of skills
On completion of the course the students should be able to identify green values through methods and analyses. Furthermore, the students should be qualified to implement and communicate green values through marketing strategies. Also, the students should after the course have competence to report sustainability to different stakeholders (owners, employees, management, customers).

Attitudinal objectives
The students should after the course be well aware of ethical dilemmas associated with green marketing decisions. Furthermore, the students should have a thorough understanding of the long term consistency and conflict between economic, social and environmental performance.

Prerequisites
None specific.

Compulsory reading
Books:
Dahlstrom, Robert. 2011. Green marketing management. South-Western Cengage Learning. 250 sider

Collection of articles:
Nygaard, Arne. 2012. Artikkelsamling - Grønn markedsføring. Handelshøyskolen BI

Recommended reading

Course outline

• An Overview of Green Marketing
• An Overview of Strategic Green Planning
• Course Project
• The Environment and Consumption
• The Environmental Effects on Consumption
• Discovering Value via Market Analysis
• Communicating Value
• Producing Value via Innovation
• Delivering Value via Sustainable Supply Cycle Strategies
• Delivering Value in Retailing
• Declaring Value via Sustainable Pricing Strategies
• Monitoring and Reporting Sustainability Efforts
• The Role of Household Consumption
• Energy Consumption in the Services Sector
• Transportation
• The Role of Industrial Consumption
• Sustainability Reporting Presentations
• Sustainability papers due
• Sustainability Reporting Presentations