GBM802 - Green Marketing and Consumer Trends

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Last revision date 2017-11-21 08:26:08.228
Last review date 2017-11-21 08:26:17.748

Subject Title
Green Marketing and Consumer Trends

Subject Description
This course focuses on the relationship between consumerism, marketing, and the environment. Students examine the role of advertising, personal selling and sales promotion from a traditional 'four pillar - 4Ps' perspective.  The student will develop creative and innovative strategies to shift to an operational perspective that has a 'five pillar' focus: Product, Price, Place, Promotion, and Planet (the ultimate partnership). Emphasizing the environmental benefits and the ethical and corporate market advantage of Green marketing, students create a Green blueprint for business, government, non-governmental organization (NGO) and themselves. Students analyze the impact of consumer behaviour on local and global environment using principles of ethical marketing and consumerism to become Green marketers.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Explain, by providing substantive examples, the relationship of Green Marketing to the broad discipline of marketing including how it differs from marketing "Green".
  2. Demonstrate the application of Green Marketing in its contribution to sustainable development products, services and projects.
  3. Develop a Green Marketing strategy to personally profile the individual pursuit of work in this field.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.