Green Marketing - 2017

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: No
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP3
  • Availability for 2018: SP3
  • Assessment: Invigilated Exam (50%) , Project (30%) - Learn more

Unit provided by

2017 Fees
Domestic 1,324.00
HECS 1,324.00
International 1,574.00

Green Marketing is particularly relevant in the global context of growing demand by consumers for so-called green products, services and systems that support enhanced environmental sustainability. The unit identifies changing patterns of consumer demand and increased propensities for consumers to consider purchasing products and services that have a sustainable impact on the environment. The unit discusses design issues in creating green/sustainable products, pricing, marketing communication issues and supply chain issues.

At the completion of this unit students will be able to:

  1. understand the complexities of being 'green' within contemporary commercial environment
  2. develop advanced level understanding of the concepts and practices of green marketing and sustainable business practice
  3. understand the pressures on business to adopt more sustainable business practices and how these pressures influence marketing activities
  4. understand factors influencing decision making of the 'green consumer'.
  • Invigilated Exam (50%)
  • Project (30%)
  • Quiz (20%)
For more information on invigilated exams see Exams and results

There are no prerequisites for this unit.

Note: Level 3 units normally assume a moderate level of prior knowledge in this area, eg from studying related Level 1 and 2 units or other relevant experience.

This unit addresses the following topics.

1Green Marketing: Introduction
2Ethical dimensions of green marketing, the marketing environment and processes
3Consumer behaviour and green marketing
4Green market segmentation and positioning
5Global and legal issues in green marketing
6Green Marketing Strategy: Product issues
7Green Marketing Strategy: Branding
8Green Marketing Strategy: Pricing
9Green Marketing Strategy: Promotion
10Green Marketing Strategy: Place

This unit is delivered using the following methods and materials:

Instructional Methods

  • Audio/Video conferencing
  • Chat rooms
  • Discussion Forum/Discussion Board
  • Embedded Multimedia
  • Online Quizzes/Tests
  • Online assignment submission
  • Podcasting/Lecture capture
  • Standard Media
  • Web links

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Sustainable Marketing Pearson New International Edition


    ISBN: 9781292040899


    Supplier:Go to The Co-op Bookshop

  • Enquire online

    Need to ask a question that's best put down in words?
    Make an online enquiry.

    Enquire now

    Ready to enrol?

    Start studying this unit now.


    Got a question?

    Get an answer from one of our friendly Student Advisors.