108年第2學期-2825 Green Marketing 課程資訊

評分方式

評分項目	配分比例	說明
Mid-term Exam	20
Team Project	25
Personal Assignment	20
Final Exam	25
Class Participation	10

教育目標

Course Objectives: 1. To help student understand what "green" is about in the buying, producing,selling, consuming process from a marketing practitioner's perspective. 2. To help student incorporate major green-related concepts in the development of a marketing plan. 3. To help student understand the Consumption-Environment interface. 4. To help student develop planning capabilities of delivering "sustainable" value when formulating marketing strategies. 5. To help student identify Sustainable Marketing Action designed to influence purchase, consumption, and post-purchase decision Major Contents: 1. Overview of Green Marketing and Strategic Green Planning 2. The Environment and Consumption 3. The Environmental Effects on Consumption 4. Discovering Values via Market Analysis; Communicating Value via Integrated Marketing Program, Producing Value via innovation, Delivering Value via Sustainable Supply Cycle Strategies, Delivering Value in Retailing, Proclaiming Value via Sustainable Pricing Strategies.

基本資料

選修課，學分數：0-3
上課時間：二/7,8,9[M145]
修課班級：國經學程3,4
修課年級：年級以上
選課備註：

參考書目

1. Green Marketing Management, Robert Dahlstrom, South-Western, 2011
2. The New Rules of Green Marketing, Jacquelyn A. Ottman, Berrett-Koehler Publishers, 2011
3. Wildly Profitable Marketing for Business Selling Eco-Friendly Products, CS Wurzberger and Pam Foster, Pawzoola Publishing, 2013