Subject details

At the completion of this subject 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'.
  • Topics
    • Green Marketing: Introduction
    • Ethical dimensions of green marketing, the marketing environment and processes
    • Consumer behaviour and green marketing
    • Green market segmentation and positioning
    • Global and legal issues in green marketing
    • Green Marketing Strategy: Product issues
    • Green Marketing Strategy: Branding
    • Green Marketing Strategy: Pricing
    • Green Marketing Strategy: Promotion
    • Green Marketing Strategy: Place
  • Study resources
    • Instructional Methods
      • Audio/Video conferencing
      • Chat Rooms
      • Disscusion forum/Discussion Board
      • Embedded Multimedia
      • Online Quizzes/Tests
      • Online assignment submission
      • Podcasting/Leacture capture
      • Standard Media
      • Web links

Entry Requirements


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

Special requirements

No special requirements

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 subject 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 subject discusses design issues in creating green/sustainable products, pricing, marketing communication issues and supply chain issues.

  • Assignment 1 - Invigilated Exam (50%)
  • Assignment 2 - Project (30%)
  • Assignment 3 - Quiz (20%)

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 subject

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