Course content:

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 and activity at seminar                  20 points

- tri partial tasks and presentation  (15+5)x3        60 points

- final written test (10 questions)                          20 points

Additional points (collecting data)                       10 points

Course syllabus:

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