Course content (version from Academic year 2018/2019):

Topic 1: Environment and market.

Content: Course introduction, tasks, requirements and sources of course.

Topic 2: Macro-environment analysis as base for green entrepreneurship

Content: Rise and development of environmental market, commercial response on environmental challenge.

Topic 3: Environmental market

Content: Classification of market due to environmental impacts, environmental industry and its role, market oriented analysis

Topic 4: Environmental oriented state intervention

Content: Environmental legislation and its impact on market environment, policy and environmental laws, Integrated Product Policy and it goals.

Topic 5: Environmental oriented commercial strategy

Content: Strategic approach to environment, environmental oriented commercial and competitive strategy, role of coopetition by environmental strategy.

Topic 6: Marketing and environment

Content: Positive and negative impact of marketing on environmental behaviour; green, environmental and sustainable marketing.

Topic 7: Product environmental impact

Content: Product impact on environment, Lice cycle assessment and problem of identification

Topic 8: Environmental product quality

Content: Environmental product requirement and green alternatives, assessment and conformity of environmental products

Topic 9: Consumer behaviour and environment.

Content: Consumer behaviour and environmental aspects, environmental oriented lifestyle, rebound effect and marketing impact.

Topic 10: Environment as part of marketing communication.

Content: Environmental declaration and proof of environmental attributes, trustworthy environmental communication and greenwashing.

Topic 11: Environmental aspect of pricing and economics decisions.

Content: Economical principles of decision process base and environmental requirements.

Topic 12: Environmental aspects of distribution and logistics

Topic 13: Course feedback and discussion 

Course goals and objectives:

The goal is to provide an overview about identification of green market potential, building of successful competitive and marketing strategy and identify appropriate form of market communication.

Student should understand the potential of use of green approach to strategy and identify risk and problems of it. They should realize impact, which environmental market has on business activity and opportunities which it opens for commercial body. 

Evaluation criteria 

• Participation at seminar - 10p. (min. 6 p.)
• Homework and activity - 30p. (min. 15 p.) 8 homework á 5 points are included into course content, additional points for activity during the seminar are possible. Homework are evaluated through presentation - paper uploaded at MSteams in the channel of target week of homework. Selection of homework items is student choice, the minimum number of prepared homework is 4. Homework require rather thinking and reflection about topic than study of theory and search of expert information.
• Selected additional activities - 60p. Student can select from the list of possible activities such in maximum of 100 points. It is obligatory to gain at least 20 points. Choice of selected activities with information about the choice to lecturer should be done until end of March.

C1 Written trial test - Electronically  30 p. 

C2 Participation at environmental activities (report 1-2 pp) 10 p.

C3 Environmental topics essay (paper 3-5 pp) 30 p.

C4 Annotation of environmental article (report 1-2 pp.)  10 p.

C5 Environmental market project (report 12-16 pp.) 50 p.

Course syllabus:

Week 1: Environment and market.

Content: Course introduction, tasks, requirements and sources of course.

Week 2: Material and energy requirement and product market

Content: Material and energy flow and product market, product life cycle and environmental assessment.

Week 3: Environmentally friendly products and its identification

Content: Green and environmentally friendly product definition, identification and presentation

Week 4: Consumption and environmental impact

Content: Consumption and environmental impact. Attitudes, perception and role of environment by consumption decisions.

Week 5: Environmental oriented consumer behaviour

Content: Environmental concerns in consumer behaviour, consumer classification according the environmental concerns, environmental oriented lifestyles and product impacts

Week 6: Environmental challenges and company strategy

Content: Company strategy and environmental tasks, influence of environment on environmental behaviour of the company.

Week 7: Product portfolio and environmental requirements

Content: Impact of environmental topic on portfolio decision by company. Portfolio management and environmental products

Week 8: Market and environmental requirement - environmental product policy

Content: Consumption and environmental impact. Attitudes, perception and role of environment by consumption decisions.

Week 9: Competitive markets and environmental strategy

Content: Competition and environmental concerns. Eco industry, and sensitive industry, analysis of market situation and role of environmental requirements.

Week 10: Branding for environmental products

Content: Branding and environmental requirements, brand equity by environmental products, development of branding and creating branding strategy.

Week 11: Environment as part of marketing communication.

Content: Environmental restriction in communication, greenwashing, risks and examples. Signals of environmental activity and use of communication tools

Week 12: Communication of environmentally friendly products

Content: Environmental product and their communication. Communication instruments and its use, communication and overall product strategy.

Week 13: Environmental oriented strategy at product market

Content: Creating environmental oriented marketing strategy, creating sustainable business model supporting sustainable and circular economy