| It is argued that that sustainable marketing, a strategy that uses techniques from corporate marketing to influence the behavior of target audiences, is a useful framework for thinking about motivating people to enact environmentally sustainable behaviors. Topics covered will include:
Unit 1: Understanding of environmentalism and sustainable development; Introduction to the Environmental Movement, the Concept of Sustainability, and Principles like CSR, 3 Ps (People, Planet, Profit), and the "Green Wave"; Trends Created the Context for Green Marketing, Starting with the Consumer, Target Marketing (Using Green Gauge and Other Segmentation) and Positioning, and Moving on to the Green Marketing Mix. Unit 2: Understanding Social Marketing, Social Marketing Planning, Marketing Research for Social Marketing, Analysing the Social Marketing Environment, Target Marketing, Selecting Target Audiences and Evaluation of Segments for Social Marketing, Competition in a Social Marketing Environment, Developing Social Marketing Strategies-Product, Pricing, Promotion and Place in a Social Marketing Environment, Managing Social Marketing Programs, Making Ethical Decisions.
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Administrative assistant: TASLIMA BOODHUN-JHUMKA
Telephone: 4037400
Email: t.boodhun@uom.ac.mu |
