Environmental Marketing

Major: Marketing
Code of subject: 6.075.00.M.073
Credits: 6.00
Department: Marketing and Logistics
Lecturer: Viktoriia V. Kuziak, Ph.D., Associate professor
Semester: 6 семестр
Mode of study: денна
Learning outcomes: PRN 3. Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. PRN 5. Identify and analyze the key characteristics of marketing systems at different levels, as well as the behavior of their subjects. PRN 6. To determine the functional areas of marketing activities of the market entity and their relationships in the management system, to calculate the relevant indicators that characterize the effectiveness of such activities. PRN 7. Use digital information and communication technologies, as well as software products necessary for the proper conduct of marketing activities and the practical application of marketing tools. PRN 14. Perform functional responsibilities in the group, offer sound marketing solutions. PRN 21. Ability to demonstrate knowledge in the field of Internet marketing. PRNS 1.2. Manage sales in the field of goods and services, promote the brand on the Internet, use the capabilities and tools of new information technologies to improve the efficiency of sales efforts of the enterprise.
Required prior and related subjects: Prerequisites: Introduction to the specialty "Marketing", Marketing, Marketing services. Co-requisites: Customer service.
Summary of the subject: The essence and evolution of the concept of "environmental marketing". Methods and principles of environmental marketing. The concept of environmental marketing in the context of sustainable development. The main provisions of the environmentally friendly marketing concept. Marketing in the field of environmental services. Ecological innovation marketing. Perception of ecological characteristics of products by domestic consumers. Ecological branding. Environmentally oriented demand. Eco attributes of the goods. Environmental policy of the enterprise. Market of environmentally friendly goods and services. Types of "green" companies. Market segmentation of environmentally friendly products. Environmental business: main activities. Green business tools. The place of environmental services in the environmental market. Ecological leasing: essence, structure, directions of development. Environmental consulting Environmental insurance. The concept of "pollution" in environmental insurance, classification of losses. Environmental audit. Types and parameters of environmental audit. Environmental audit procedure. Ecological labeling. Characteristics of ecological goods. Certification and labeling of eco-products. Positioning strategies in environmental marketing. Environmental advertising. Classification and types of environmental advertising. The main functions of eco-advertising. Ecological image of the enterprise. Evaluation of the effectiveness of ecological image formation. Ecological and economic rating of the enterprise.
Assessment methods and criteria: Current control (30%) - performance of practical tasks, oral examination. Final control (70%) - exam: written and oral components.
Recommended books: 1. Вічевич А. М., Вайданич Т. В., Дідович І. І., Дідович А. П. Екологічний маркетинг: Навч. посіб. Львів, 2015. 242 с. 2. Ілляшенко С. М., Прокопенко О. В. Менеджмент екологічних інновацій. Суми, 2017. 266 с. 3. Прокопенко О. В. Екологічний маркетинг: навч. посіб. Київ, 2017. 320 с. 4. Шевчук В. Я., Саталкін Ю. М., Навроцький В. М. Екологічне підприємництво: навчальний посібник. Киів, 2016. 191 с.