112年第2學期-1367 綠色行銷 課程資訊

教育目標

■ 課程目標及內涵 (Course Objectives and Contents) Course Objectives: 1. To help student understand what "green" and "sustainability" 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：三/6,7,8
修課班級：國貿系3,4
修課年級：3年級以上
選課備註：英語授課；國經學程2776課程併班。 第一堂課未出席者，視同放棄，將逕予退選。

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
4. Greener Marketing, John Grant, John Wiley, September, 2020