Monash University Handbook 2010 Postgraduate - Unit

Synopsis

This unit prepares students to work in a business environment where the sustainability of marketing practices is a source of competitive advantage. It examines the 'green' consumer and provides students with a framework to develop a marketing strategy within a world that is increasingly concerned with the environmental impact of business decisions.

Objectives

The learning goals associated with this unit are to:

• understand the concept of green marketing and its origins
• analyse the factors that influence the decision making of the 'green' consumer
• evaluate the pressures on businesses to adopt more sustainable business practices and how these pressures impact on marketing activities
• have the ability to create a framework for a sustainable marketing approach.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

David Stewart

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following units: MKX5461, MKX9160, MKX9550 or MBA9006 before undertaking this unit.