Green Marketing

Griffith University

Course Description

  • Course Name

    Green Marketing

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    Green Marketing is particularly relevant in today's context of a growing demand for products, services and systems that are environmentally sustainable. In this course you will learn how organisations develop environmentally friendly strategies for product innovation, brand reputation and brand equity. Marketing communication and supply chain issues are also explored, with an emphasis on the concept of more sustainable product life cycles.
    Course Introduction
    This course introduces students to the contemporary concept of green marketing. It examines the various factors that must be considered in understanding the importance of effective green marketing strategies especially in regard to product innovation, brand reputation and brand equity in the current business context of environmental sustainability.

    Learning Objectives
    After successfully completing this course you should be able to:
    • Understand the complexities of, and trends in the external and internal environments in which contemporary marketers work.
    • Have an advanced level of knowledge of the concepts and practices of green marketing and sustainable business in the contemporary context of sustainable business practices.
    • Have an ability to differentiate green marketing from "green washing", and the capacity to understand the importance of developing and maintaining the genuine environmental credentials of the organisation and its corporate brand.
    • Evaluate the pressures on business to adopt more sustainable business practices and how these pressures influence marketing activities.
    • Have an awareness and understanding of a strategic approach to green marketing issues and decisions, with a special emphasis on green branding and the green marketing mix, which includes new product and service development, supply chains, green distribution, green pricing, and authentic promotion rather than "green washing".
    • Understand the so-called "green consumer" and the factors that influence their decision-making processes and thus the demand for genuine green products and services.
    • Integrate and apply the learning gained in this course to individual and group assignments and class discussions relating to actual problems and opportunities.
    • Develop graduate skills especially problem solving and decision making skills, conceptual and analytical skills and career and vocational skills, and an appreciation of the exciting career opportunities in green marketing and related sectors.

    Assessment Summary

    Assessment Task


    Assignment - Written Assignment
    Group Project (Part A Written Report)


    Assignment - Written Assignment
    Individual assignment: Green Marketing Portfolio


    Presentation - technical or professional
    Group Oral Presentation (Part B of Group Project)


    Exam - constructed response
    Final Examination


Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.