Green Marketing explores how marketing can create customer value while considering environmental and social responsibility. The course introduces students to the principles, practices, and challenges of green marketing, from understanding green consumers and developing environmentally responsible products to pricing, distribution, branding, communication, and strategy.
Rather than treating green marketing simply as promoting environmentally friendly products, this course examines how sustainability can become part of marketing decisions and customer value creation. Students will explore real-world cases, consumer behavior, green innovation, circular economy, green branding, eco-labels, green claims, and the growing challenge of greenwashing. The course also introduces the role of digital media and Generative AI in contemporary green marketing.
Through case-based learning, practical exercises, and a semester-long Green Marketing Project, students learn to move from identifying sustainability problems to developing credible and market-relevant green marketing strategies. By the end of the course, students will be able to answer a fundamental question:
How can marketing create value for customers while creating less harm—and more value—for the planet?
- Pengajar: Tumpal Situmorang