Environmental market and marketing

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.
C.Homework and task (for Week 5): Environmental behaviour of average family in my own city. How is footprint of your behaviour, what are changes you can achieve, what requires bigger changes in consumer behaviour. (max 5 p. for uploaded presentation)
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 

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.