Department of Marketing

Via Rntgen 1

I - 20136 Milan

Cod. 20318 GREEN MARKETING

COURSE CONTENTS A.Y. 2011-2012

Teacher: Proff.Davide Reina, Silvia Vianello

Date Tuesday Thursday

Hours 12.3014.00 12.3014.00

Room N29 N17

For the detailed schedule of the course please check on Bocconi's website or on the yoU@B

Course Description and Objectives:

Present scenario shows the development of a new paradigm at a global level, encompassing markets, companies, customers, and based on the concept of Green Economy. As a consequence, all managers are faced to new challenges: to fully understand the new paradigms functioning on the one hand, to infer which might be the new paradigms impact in terms of managerial implications and market strategy, on the other hand. Hence, the green marketing courses specific goals are: -to single out the green economics most relevant theories and practices, having a profound impact on customer choices and companies marketing strategies, such as, for instance, the Cradle-to Cradle approach. -to explain participants the main logics on which the Green Economy is being founded, with specific focus on enterprise and its marketing strategy, be it operating within a B2C or a B2B industry; -to deepen the participants knowledge as to green products and services go to market, in particular by identifying which are the key value-drivers generating green demand; -to analyze the green marketings key drives for growth and key drives for value -to review Marketing Fundamentals ( STP, 4Ps, etc.) under the new green perspective, in order to make participants able to define a Green STP and a Green 4Ps; -to single out and analyze the most important, innovative Green Business Models along with their peculiar Marketing-mix.

Course Material: Attending students J. Ottman, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, GreenLeaf Publishing Limited, oppure: Berrett-Koehler Publishers, 2011 W. McDonough, M. Braungart, Cradle to Cradle. Remaking the way we make things, North Point Press, 2002

Non - Attending students J. Ottman, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, GreenLeaf Publishing Limited, oppure: Berrett-Koehler Publishers, 2011 W. McDonough, M. Braungart, Cradle to Cradle. Remaking the way we make things, North Point Press, 2002 G. Pauli, Blue Economy, Paradigm Publications, 2010

Detailed Description of Assessment Methods Attending students Attending students will be assessed through a final written exam. The exams questions will be extrapolated by topics presented and discussed in class. Questions will be both multiple choice and open questions. The exam will account for 100% of final grade.

Non - Attending students

Non attending students will be evaluated through a written exam too. Questions will be based on the three books pointed out in the previous paragraph, and will be both multiple choice and open questions. The exam will account for 100% of the final grade.

Date* T.B.D.

Hour T.B.D.

Methods Final Exam

*Dates and times could vary: please check on Bocconi's website or on the yoU@B

Session 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Lesson/ Exercise Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson Lesson

Topic
The Green Revolution: reasons why, scenario, how big is the green cake The Companys point of view: drives for growth, drives for value The Customers point of view: drives for growth, drives for value Green Marketing in a B2B environment: incidents, dos and donts (1) Green Marketing in a B2B environment: incidents, dos and donts (2) Focus: power isolation and generation; smart grids; incidents Green Marketing in a B2C environment: incidents, dos and donts (1) Green Marketing in a B2C environment: incidents, dos and donts (2) Focus: green transportation

Teacher

Reference Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides Slides

Davide Reina Davide Reina Davide Reina Davide Reina Davide Reina Davide Reina Davide Reina Davide Reina Davide Reina Focus: Recycling (Cradle-to-Cradle) Davide Reina Green Innovation for marketing: bioDavide innovation Reina The Green 4Ps: product Davide Reina The Green 4Ps: placing Davide Reina The Green 4Ps: promotion Davide Reina The Green 4Ps: pricing Davide Reina The great convergence: GreenWeb Davide Reina Silvia GreenWeb Social Media Strategies Vianello Silvia Making GreenWeb Strategies Happen Vianello Silvia GreenWeb CustomersDifferent Types of Green Social Networks Vianello -Integrated Social Media Green Marketing Silvia Communication Vianello
-GreenWeb Analytics, Metrics, KPI Innovative Green Business Models

Innovative Green Business Models Green Business Models Implementation: golden rules (1) Green Business Models Implementation: golden rules (2)

Davide Reina Davide Reina Davide Reina Davide Reina

Office hours Office hours are available at: (http://www.uni-bocconi.it > Quick Reference for > Current Students > Timetables, Calendars and Rooms > Student consultation hours. Office hours could vary: please check on the website. Segreteria Marketing Via Roentgen, 1 Tel. 02.5836.6806-3704-3694

HONOR CODE

Universit Bocconi conceives of education as an ongoing process that stretches across a persons entire professional life. The University hopes that the entire Bocconi community will respect the values of fairness and correctness associated with it, values which inspire and guide the conduct of all community members as they pursue common objectives and a shared mission. The Universit Bocconi Honor Code is published at http://www.unibocconi.eu/honorcode. We encourage all students to read it.