Knowledge of Marketing Principles is recommended to study this course, however not essential. Throughout the course students are expected allocate study time to explore selected material and other relevant academic texts and journals to give them the most current view of pressing global environmental issues. Students should be prepared to critically analyse the various approaches that are being debated to address the global concerns that climate change and other environmental sustainability challenges present.
At the end of the course the student should be able to :
– Effectively apply a range of Environmental Marketing Principles to issues of global significance;
– Demonstrate how Environmental Marketing differs from other Marketing sub-disciplines such as ‘Social Marketing’ and ‘Cause Related Marketing’;
– Understand of how Environmental Marketing frameworks can be applied to develop opportunities to better meet the expectations of today’s consumer;
– Apply skills they have learned throughout the course by developing strategies that address emerging environmental challenges.
– Appreciate how economies are being influenced by Environmental Sustainability challenges.
– Session1: The session will introduce the fundamental differences between Marketing sub-disciplines such as “Social Marketing”, “Cause Related Marketing” and “Environmental Marketing”.
– Session 2a: This session provides students with a background into how successful research methodologies have played a critical role in developing strategies that have influenced behaviour change.
– Session 2b: This session introduces unique segmentation, target audience selection and positioning frameworks to achieve ‘Environmental Sustainability’ objectives.
– Session 3: This session considers Integrated Marketing Communications, the importance of Stakeholder Management and explores the role of the New Media.
– Session 4: Students will be required to present a practical case analysis that applies key frameworks and strategies that have been addressed throughout the course.
