Faculty of Business and Economics

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Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2011 (Day)
Coordinator(s)Ms Bridget James


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.


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.


Within semester assessment: 60%
Examination (Oral): 40%

Chief examiner(s)

Colin Jevons

Contact hours

3 hours per week


Students must have passed one of the following: MKG1120, MKF1120, MKW1120 or MKC1200 before undertaking this unit.