| CODE | ISD3103 | ||||||||||||||||
| TITLE | Environmental (Green) Marketing | ||||||||||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||||||||||
| MQF LEVEL | 6 | ||||||||||||||||
| ECTS CREDITS | 2 | ||||||||||||||||
| DEPARTMENT | Institute for Climate Change and Sustainable Development | ||||||||||||||||
| DESCRIPTION | Green marketing is becoming an increasingly important concern for most entities. This study-unit aims to acquaint students with the concepts of sustainable development and the possibility of integrating them with marketing theory. In its initial stages the study-unit will familiarize students with the impacts of production and consumption on the environment including resource consumption, waste generation and climate change. An examination of trade and its impacts on the environment will also be presented. This will lead to the discussion as to how environmentalism has affected consumers and their demand and consumption patterns and provide students with key reasons as to why environmental marketing should be considered and the benefits of following this strategy. The study-unit will include an examination of concepts like the marketing mix and how this can be utilised to accommodate environmental concerns and the use of green branding in order to differentiate a particular product from its competition. In relation to this, the use of eco-labelling and eco-certification and how these can be used to communicate value whilst at the same time respond to environmental concerns will be studied. Finally, the ideas of de-marketing and green washing will also be explored. Study-unit Aims: The study-unit aims to familiarize students with the impacts that consumption can have on the environment and the existent possibilities to accommodate sustainability concerns while at the same maintaining a profitable income for their respective organisation. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • Define the impacts of consumption, production and trade on the environment and the different terminology or jargon utilised in this area; • Analyse how environmentalism has affected consumption demand patterns; • Analyse the use of traditional marketing tools like the marketing mix and how these can be utilised in relation to the ideas of sustainability; • Define tools like green branding, eco-labelling and eco-certification and explain how these can be used to promote the environmental ethics of the businesses acquiring and utilising them. 2. Skills: By the end of the study-unit the student will be able to: • Develop holistic environmental marketing programs including decisions on positioning, branding and the marketing mix; • Build their group working, reporting and presentation skills. Main Text/s and any supplementary readings: • Dahlstrom, R. 2011. Green Marketing Management. International edition. South –Western Cengage Learning. USA. • Strasser, K.A. 2011. Myths and realities of business environmentalism. Good works, good business or greenwash? Edward Elgar Publishing Ltd. UK. • European Environment Agency. 2010. The European Environment – State and Outlook 2010. Synthesis. Luxembourg. Publications office of the European Union, 2010. • Simms, A. and Potts, R. 2012. The New Materialism. How our relationship with the material world can change for the better. Retrieved from http://www.thenewmaterialism.org/post/36425840205/the-new-materialism-how-our-relationship-with-the • Asch, D. and Wolfe, B. 2001. New economy, new competition: the rise of the consumer? Palgrave. |
||||||||||||||||
| ADDITIONAL NOTES | Pre-requisite Qualifications: 2nd Year Marketing/Business background | ||||||||||||||||
| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||||||||||
| METHOD OF ASSESSMENT |
|
||||||||||||||||
| LECTURER/S | Margaret Camilleri Fenech |
||||||||||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
|||||||||||||||||