MK303 Green Marketing (3 cr.)

This course examines the relationship between company marketing efforts and the earth’s physical environment. The impact of traditional marketing efforts on the earth’s natural resources is examined. Also examined is the role of environmental resource management as it pertains to the development, production, distribution, and promotion of goods and services. Earth-friendly marketing strategies for the 21st century are analyzed. Finally, emerging green marketing trends are examined.

Upon completion of this course, students are expected to be able to do the following:

1. Assess the impact of traditional marketing practices on the earth and its natural resources.
2. Analyze the impact of traditional marketing practices on human health.
3. Describe the concept and role of green marketing in the 21st century.
4. Identify some of the legal and regulatory forces that govern the impact of marketing on the earth’s physical environment.
5. Develop a green marketing strategy that is applicable to a specific business operation.
6. Analyze emerging trends in green marketing theory and practice.
7. Assess the ethical issues associated with green washing and other pseudo-environmental marketing tactics.