units

MKX2901

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (Day)
Coordinator(s)Ms Sally Joy

Synopsis

This unit prepares students to work in a business environment where the sustainability of marketing practices is a source of competitive advantage. It examines the 'green' consumer and provides students with a framework to develop a marketing strategy within a world that is increasingly concerned with the environmental impact of business decisions.

Objectives

The learning goals associated with this unit are to:

  • understand the concept of green marketing and its origins
  • analyse the factors that influence the decision making of the 'green' consumer
  • evaluate the pressures on businesses to adopt more sustainable business practices and how these pressures impact on marketing activities
  • have the ability to create a framework for a sustainable marketing approach.

Assessment

Within semester assessment: 60%
Examination (Oral): 40%

Chief examiner(s)

Colin Jevons

Contact hours

3 hours per week

Prerequisites

MKF1120, MKW1120 or MKC1200