Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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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, or view unit timetables.

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2012 (Evening)
Caulfield Second semester 2012 (DE-ONLINE)
Coordinator(s)Dr Srinivas Sridharan


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 (2 hours): 40%

Chief examiner(s)

Dr Srinivas Sridharan

Contact hours

3 hours per week


Students must have passed six graduate units or 36 credit points including one of the following units: MKX5461, MKX9160, MKX9550 or MBA9006 before undertaking this unit.