112年第2學期-1370 綠色行銷 課程資訊

評分方式

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

選課分析

本課程名額為 10人,已有4 人選讀,尚餘名額6人。


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授課教師

連風彥

教育目標

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.

課程概述

An introduction course based on Sustainability and ESG concept linking to further examination of related marketing issues from Sustainability perspective

課程資訊

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

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