Undergraduate GRF-MKT355-2018

Green Marketing

Dig into the ethical and economical challenges that green marketing presents.

Address why consumers are buying more green products and services. Look to the practical barriers that arise when commercial groups work to be environmentally sustainable.

2018
2019

Duration

13 weeks

Student rating

N/A

Study method

100% online

Available loans

FEE-HELP
HECS-HELP

Assessments

100% online

Prior study

Not required

Study terms

27 Aug 2018
26 Aug 2019

With a network of campuses across Brisbane and the Gold Coast, Griffith University is committed to progressive multidisciplinary teaching and research and a valuable online provider with Open Universities Australia. Already attracting students from more than 122 countries, Griffith's dedication to academic excellence is available across Australia through OUA.

University ranking

You are currently viewing the 2018 version of this course. Change to 2019

Subject details

What you'll learn

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

understand the complexities of being 'green' within contemporary commercial environment
develop advanced level understanding of the concepts and practices of green marketing and sustainable business practice
understand the pressures on business to adopt more sustainable business practices and how these pressures influence marketing activities
understand factors influencing decision making of the 'green consumer'.

Topics covered

- 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
  - Discussion forum/Discussion Board
  - Embedded Multimedia
  - Online Quizzes/Tests
  - Online assignment submission
  - Podcasting/Lecture capture
  - Standard Media
  - Web links

Entry requirements

Others

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

Description

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.

Assessments

Online Concept Quiz (15%)
Written Assignment (35%)
Portfolio Analysis (50%)

Textbooks

Textbook information is pending.

Related degrees

undergraduate GRF-BUS-DEG-2018

Bachelor of Business

5 available majors

Business Introductory Core Subjects
Major in Human Resource Management
Major in Management
Major in Contemporary Marketing
Major in International Hotel Management (Last year of offer 2018)