Green Marketing - 2017

Unit summary

MKT355

  • 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 2016: SP3
  • Availability for 2017: SP3
  • Assessment: Invigilated Exam (50%) , Project (30%) - Learn more

Unit provided by

or
2017 Fees
AUD$
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.

  • Broadband access

This unit addresses the following topics.

NumberTopic
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 a core requirement 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.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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