Monash University Handbook 2011 Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

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

Assessment

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

Chief examiner(s)

Dr Srinivas Sridharan

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.