Undergraduate GRF-MKT355-2020

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.

From

$1,394 $1,644

Your upfront cost: $0

International student?

Duration

13 weeks

Study method

100% online

Available loans

HECS-HELP
FEE-HELP

Assessments

100% online

Prior study

Not required

Study terms

31 Aug 2020

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.

QS RANKING 2020

Times Higher Education Ranking 2020

Subject details

What you'll learn

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

understand the pressures on business to adopt more sustainable business practices and how these pressures influence marketing activities.
demonstrate knowledge and interpret the nature and scope of sustainability issues in related challenges.
demonstrate knowledge of factors influencing the decision-making of the 'green consumer'.
Evaluate the importance of genuine environmental sustainability credentials and third-party certification programs for organisations and the implications of "greenwashing" in the marketplace.
Analyse and apply the concepts and practices of green marketing strategy and sustainable business practice.

Topics covered

- Introducing Green Marketing
- Sustainability: Global issue and human condition
- Green Marketing and the market system
- Sustainability frameworks
- Sustainability measurements and metrics
- Sustainability reporting
- Ethical issues and greenwashing
- The consumer: segmenting and positioning for sustainability
- Strategy: Product and Partnerships
- Green Marketing Strategy: Price
- Strategy: Distribution: place and value chain
- Strategy: Promotion
- Revision of unit content

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

Current study term (30 Aug 20 to 29 Nov 20)

Check the learning management system (LMS) of your university for textbook details.

Related degrees

Undergraduate GRF-BUS-DEG-2020

Bachelor of Business

4 available majors

Business Introductory Core Subjects
Major in Human Resource Management
Major in Management
Major in Contemporary Marketing