|
Unit 7: Green Marketing |
|
|
[1st week] Green Marketing: You'll learn about green consumer segments, the greening of mainstream consumers, and effective ways to position your products to appeal to the various segments. You'll also be introduced to the topics of social marketing and cause-related marketing. [2nd week] Green Marketing (continued): Building on what you learned in the prior unit, you'll explore additional aspects of green positioning and promotion, including ways to reduce the environmental impact of your promotional materials. You'll also develop insight into greenwashing, eco-labeling and 3rd-party certification.
| |
|
Nancy Artz, Professor of Business Administration, University of Southern Maine. Nancy teaches online courses in triple-bottom-line business and consumer behavior at the undergraduate and MBA levels. She is active in USM's efforts to reduce its carbon emissions, audit its sustainability performance, and train faculty in sustainability teaching. Her research often examines social marketing and the environment, including a study with the Maine DEP on using the internet to foster sustainable behavior in employees and consumers (Journal of Marketing Communication, 2007 and Competition Forum, 2005). Other scholarship includes her book, 301 Great Customer Service Ideas, NIST-funded research on quality awards, and articles in Greening of the Campus, Journal of Entrepreneurship Education, Journal of Consumer Psychology, Annual Review of Psychology, and Marketing Letters. Before earning her doctorate in Marketing from Northwestern University in 1989, she was a marketing research consultant.
|
|
|
$200
(8 contact hours/ 0.8 CEUs)
|
|
|
