This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Knowledge of Marketing Principles is recommended to study this course, however not essential. Throughout the course students are expected allocate study time to explore selected material and other relevant academic texts and journals to give them the most current view of pressing global environmental issues. Students should be prepared to critically analyse the various approaches that are being debated to address the global concerns that climate change and other environmental sustainability challenges present.

Learning outcomes

At the end of the course the student should be able to :
Effectively apply a range of Environmental Marketing Principles to issues of global significance;
-Demonstrate how Environmental Marketing differs from other Marketing sub-disciplines such as ‘Social Marketing’ and ‘Cause Related Marketing’;
-Understand of how Environmental Marketing frameworks can be applied to develop opportunities to better meet the expectations of today’s consumer;
-Apply skills they have learned throughout the course by developing strategies that address emerging environmental challenges.
-Appreciate how economies are being influenced by Environmental Sustainability challenges.

Course description

Session1: The session will introduce the fundamental differences between Marketing sub-disciplines such as "Social Marketing", "Cause Related Marketing" and "Environmental Marketing".
- Session 2a: This session provides students with a background into how successful research methodologies have played a critical role in developing strategies that have influenced behaviour change.
- Session 2b: This session introduces unique segmentation, target audience selection and positioning frameworks to achieve 'Environmental Sustainability' objectives.
- Session 3: This session considers Integrated Marketing Communications. The importance of Stakeholder Management and explores the role of the New Media.
- Session 4: Students will be required to present a practical case analysis that applies key frameworks and strategies that have been addressed throughout the course.

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research
• Seminar

Assessment

Industry based group assignment: 30%
Exam: 50%
Group presentation: 20%

Recommended reading

• Kollock, P (1998), Social Dilemmas: The Anatomy of Cooperation, Annual Review of Sociology, Vol 24,183 – 214 -

• Steg.L, Dreijerink.L, Abrahamse.W (2009) Factors in?uencing the acceptability of energy policies: A test of VBN theory, Journal of Environmental Psychology 25 (2005) 415–425 -

• Stern, N (2006) Stern Review Final Report: The Economics of Climate Change - (full executive summary) -

• Summary for Policymakers - IPCC (2007, In: Climate Change 2007: Fourth Assessment Report of the IPCC, 2013, Working Group I Contribution to the IPCC Fifth Assessment Report. Climate Change 2013: The Physical Science Basis. Summary for Policymakers -

Internet resources

• Intergovernmental Panel on Climate Change

• Social Dilemmas

• The Royal Society on Climate Change

• EcoMarketing Group