COURSE SYLLABUS & OUTLINE Course Title: X 480.55 Principles of Green Marketing Strategy, Reg# V9863 - UCLA: ON-LINE Quarter: SUMMER 2011 Dates: JUN 28 SEP 06, 2011 11 meetings* *All meetings are online using Blackboard. Virtual class location: http://uclaextension.blackboard.com/entry.html Day/time: Tuesdays 10am PST Instructor: Alex Nascimento, MA, MBA Telephone: (310) 4674673 Email: alex.nascimento.2008@anderson.ucla.edu Website: www.anascimento.com Office Hours: Office hours are held via Skype by appointment only. COURSE GOALS AND OBJECTIVES: This course explores the core principles necessary to create competitive advantages in marketplace by implementing innovative green marketing strategies. As business becomes more aware of the need to be sustainable and green becomes vogue, marketers need to help companies with this effort. Today s marketing professional needs to do more than sell products, they need to be part of the cultural shift and move toward a more sustainable marketing practice. Topics include green marketing core principles, corporate responsibility, social responsibility, environmental responsibility, green sales strategies, green marketing matrix, sustainable business alliances, green marketing vs. market share and how to create a green marketing strategy plan. Students should leave the course with a comprehensive understanding of the core principles of green marketing and how to integrate sustainable strategies into marketing practices that will improve a brand s bottom line. At completion of the course, the student should be able to: 1. Increase potential business profits by implementing green and ethical marketing practices 2. Evangelize customers, suppliers, employees and distribution channels and transform them into green brand advocates 3. Understand how to use grassroots and guerrilla marketing tactics to boost a green brand s awareness 4. Develop green marketing strategies based on quality, integrity and honesty REQUIRED READING: Course Required Text: Guerilla Marketing Goes Green by Jay Conrad Levinson and Shel Horowitz. Suggested Text: The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding by Jacquelyn Ottman. GRADING Homework /Research/Interactive Participation 60% Midterm Presentation 20% FINAL Presentation 20% PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. Alex Nascimento, MA, MBA www.anascimento.com Page 1
Student Behavior involving cheating, copying other s work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at www.uclaextension.edu Alex Nascimento, MA, MBA www.anascimento.com Page 2
COURSE OUTLINE Session 1: BOOK CHAPTERS 1-3 Introductions: Green Marketing Providing Value Corporate Responsibility Quality, Integrity and Honesty Article Session #1: Review article posted on Session #1 folder MIDTERM PROJECT Review Review slides with instructions for MIDTERM due at Session 6 FINAL PROJECT Review Review slides with instructions for FINAL PROJECT due at Session 11 Homework #1- In an exercise to understand the principals of Green Marketing Strategy, please answer the What is the difference between traditional and green marketing? Be ready to turn in the Homework #1 to the instructor for review before session 2 (Next Tuesdays 10am PST). Session 2: The Green Marketing Blog Research Find any two blogs dedicated to Green Marketing. Choose one blog post from each regarding green brands and answer the following questions for each post: o What is the blog post objective? o Who is it targeted to? o What appears to be the key message of the blog post? Write a 10 line blog post about what you learned through your research. Comment on at least 2 blog entries submitted by you classmates. Post your answers to the class discussion forum on Blackboard. Include the 2 selected blog s URLs Be ready to turn in the Green MKT Blog Research to the instructor for review before session 3 (Next Tuesdays 10am PST). Article Session #2: Review article posted on Session #2 folder. Session 3: BOOK CHAPTERS 4-6 Green Sales Marketing vs. Adversarial Sales Green Sales Strategies Make sales a personal engagement Article Session #3: Review article posted on Session #3 folder. Homework #2- In an exercise to understand the principals of Green Marketing Strategy, please answer the Describe current example of green sales strategies utilized by Fortune 1000 companies? Be ready to turn in the Homework #2 to the instructor for review before session 4 (Next Tuesdays 10am PST). Alex Nascimento, MA, MBA www.anascimento.com Page 3
Session 4: BOOK CHAPTERS 7-9 Green Marketing Mindset Green Marketing Matrix The Green Abundance Model of Business Green Business Alliances Article Session #4: Review article posted on Session #4 folder. Homework #3- In an exercise to understand the principals of Green Marketing Strategy, please answer the What part of the Green Marketing Matrix is the most efficient in the long-term? Be ready to turn in the Homework #3 to the instructor for review before session 5 (Next Tuesdays 10am PST). Session 5: BOOK CHAPTERS 10-12 Green Marketing vs. Market Share The Death of Market Share When Market Share Matters Green Consumer Loyalty Programs Article Session #5: Review article posted on Session #5 folder. ASSIGNMENT Session 5- Prepare for Midterm Review slides with instructions for MIDTERM due at Session 6 Session 6: Green Marketing Strategy Plan, Please submit MIDTERM PROJECT by Tuesday August 2, 2011 at 1pm Pacific Time. ASSIGNMENT Session 6- Review and comment on ALL your classmate MIDTERM projects before Monday, August, 8 2011 at 1pm Pacific Time. Article Session #6: Review article posted on Session #6 folder. Session 7: BOOK CHAPTERS 13-15 Hands-on Green Marketing Local and Global Green Marketing How to avoid the Greenwash positioning Effective Green Marketing Techniques Article Session #7: Review article posted on Session #7 folder. Alex Nascimento, MA, MBA www.anascimento.com Page 4
Session 8: BOOK CHAPTERS 16-18 The Green Consumer Green Consumer wants and needs Social Change Marketing Charity & Community focused Marketing Article Session #8: Review article posted on Session #8 folder. Homework #4- In an exercise to understand the principals of Green Marketing Strategy, please answer the What drivers/factors would you use to segment green consumers? Be ready to turn in the Homework #4 to the instructor for review before session 9 (Next Tuesdays 10am PST). Session 9: Green Marketing Social Media Research Find 1 Green Brand that has presence on Facebook & Twitter and answer the following questions: o What is the Facebook Strategy for this Green Brand? o What is the Twitter Strategy for this Green Brand? o Who is the target audience of this brand s social media efforts? o What appears to be the brand s key message syndicated via Facebook and Twitter? Post your answers to the class forum on Blackboard. Include all URLs relevant to your research Comment on at least 2 brand analysis submitted by you classmates. Be ready to turn in the Green MKT Social Media Research to the instructor for review before session 10 (Next Tuesdays 10am PST). Article Session #9: Review article posted on Session #9 folder. Session 10: BOOK CHAPTERS 19-21 The Green Way of Doing Business Review Core Concepts of Green Marketing Sustainable Marketing & Business Ethics Green Product Development Article Session #10: Review article posted on Session #10 folder. ASSIGNMENT Session 10- Prepare for FINAL PROJECT Review slides with instructions for FINAL PROJECT due at Session 11 Session 11: The Green Marketing Strategy Key Insights Review Videos with Key Insights Article Session #11: Review article posted on Session #11 folder. Green Marketing Strategy Plan is due. Please submit FINAL PROJECT by Tuesday, September 6, 2011 at 1pm Pacific Time. Alex Nascimento, MA, MBA www.anascimento.com Page 5