Institute: Gazdaság- és Társadalomtudományi Intézet (1084 Budapest, Tavaszmező u. 15-17.) Credit: 2
Type of classes: Nappali Language: angol Semester: 2018/19/2
 
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,
presentations,
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
- Exam– on week 13th (max. 50 points) - (can be repeated on the last week of the teaching period)
 
Week of
semester
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. Group presentation I.
10. official holiday (Dean beak)
11. official holiday (Easter)
12. Group presentations II.
13. Exam
14. Repeated exam (if necessary)
 
Type of evaluation,
repetition, calculation
of grade, etc.
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)
Type of evaluation,
repetition, calculation
of grade, etc.
Evaluation : based on the altogether 100 points from the group presentation and the written exam.
points mark
– 0-49 1
– 50-62 2
– 63-74 3
– 74-85 4
– 86-100 5
 
Compulsory literature: J. Ottman (2017): The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding
Sargam Bahl, Tulika Chandra:Impact of Marketing Mix on Consumer Attitude and Purchase intention towards 'Green' Products; ETHOS
Volume 11 No. 1 Jan.-June 2018, pp. 1 – 11
Martin Grimmer & Meghann Woolley (2014) Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental
benefits, Journal of Marketing Communications, 20:4, 231-250,