Institute: Gazdaság- és Társadalomtudományi Intézet (1084 Budapest, Tavaszmező u. 15-17.) Credit: 3
Type of classes: Nappali Language: angol Semester: 2017/18/2
Level: Kritérium tárgy;
Responsible Teacher: Dr. Majláth Melinda Teacher(s): Dr. Majláth Melinda;
Consultations (total/week): Heti Lectures: 1 Practice lectures: 1 Labs: 0 Consultations: 0
Type of Exam: félévközi jegy
Aim of the subject: Aim of the subject is to integrate sustainability into marketing practice. Beside the criticism of marketing practice, we try to understand why
environmental friendly marketing is becoming more and more common.
Requirements during the semester
(homeworks, essays,
excercises, teamworks,
part and final
oral/written exam etc.):
- Actively take part in the lessons
- Miss not more than 3 lessons (not be late as well)
- 1 presentation (at high quality) in group – green case study (max. 50 points)
- Exam– on week 13th (max. 50 points) - (can be repeated on the last week of the teaching period)
- Evaluation: points mark
– 0-49 1
– 50-62 2
– 63-74 3
– 74-85 4
– 86-100 5
Week of
Topics of lectures/practices
1. Critics of traditional marketing,
2. Environmental problems of XXIth century
3. Definitions of green marketing. Development of green marketing from the beginning.
4. Green marketing strategies
5. Tools of green marketing I. (definition of green products and services)
6. Tools of green marketing II. (place, promotion)
7. Definitions of environmentally friendly behaviour
8. Segmentation studies of green consumers - International studies
9. Greenwashing.
10. Case studies – Hungarian and international companies on the green market
11. Group presentations I.
12. Group presentations II.
13. Exam
14. Repeated exam (if necessary)
Type of evaluation,
repetition, calculation
of grade, etc.
- Evaluation: points mark
– 0-49 1
– 50-62 2
– 63-74 3
– 74-85 4
– 86-100 5
Type of evaluation,
repetition, calculation
of grade, etc.
1. Ppt materials available at Moodle system
2. Charter, Peattie, Ottman, Polonsky: Marketing and Sustainability (2002)
Compulsory literature: Peattie, K. (2001): Towards Sustainability: The Third Age of Green Marketing,The Marketing Review, 2, 129-146.
Pujari, D and Wright, G (1996), Developing Environmentally Conscious Product Strategies: A Qualitative Study of Selected Companies in Germany
and Britain, Marketing Intelligence and Planning, 14 (1): 19-28.
Menon, Anil; Menon, Ajay; Chowdhury, J.; Jankovich, J. (1999): Evolving paradigm for environmental sensitivity in marketing programs: A
synthesis of theory and practice, Journal of Marketing Theory and Practice, 1999