MBA611 Green Marketing

for U1P 2011

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Mission Statement: The mission of the School of Graduate and Professional Studies at Park University is to provide leadership and directions to Park University's graduate and professional programs to assure that they are specialized, scholarly, innovative, and designed to educate students to be creative, independent, and lifelong learners within the context of a global community.

Vision Statement: Park University's School of Graduate and Professional Studies will be an international leader in providing innovative graduate and professional educational opportunities to learners within a global society.


MBA 611 Green Marketing


U1P 2011 DL


Dunfee, Charlene G.


Profesor MBA Adjunct Faulty


MBA, DM, Ph.D.

Office Location


Office Hours


Daytime Phone

816 228 5239 office, 816 229 1942 home


Semester Dates

June 7, 2010 to July 30, 2010

Class Days


Class Time


Credit Hours



No text books.  PDR's and links not listed in the weekly assignments will be placed in doc sharing.

Required:  American Psychological Association (2009). Publication Manual of the American Psychological Association, 6th ed. Washington, DC: American Psychological Association (APA).

Additional Resources:

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
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Course Description:
MBA 611 Green Marketing: Environmental marketing course dealing with issues related to the environment. Topics covered are centered around the theoretical basis, managerial prospective, public policy viewpoint, or for empirical evidence. This course also covers a wide array of topics from segmentation to product, advertising, and distribution strategies and from a micro to a macro environmental marketing. Prerequisite: MK 351 or equivalent approved by Program Director. (Formerly MK 615)

Learning Outcomes:
  Core Learning Outcomes

  1. List and define the ecological imperatives.
  2. Discuss the role of green marketing in sustainable development.
  3. Explain the roles of the corporate and government in green marketing.
  4. List the marketplace responses to green products and services.
  5. Explain the reasons behind the rising numbers of environmentally responsible products and services.

Core Assessment:

Class Assessment:


course assignments













Mid-Term Examination












Participation (4 points/week)



Final Examination








Grading Criteria

Like all courses, the bases for a student’s evaluation are her or his performance in accordance to provided evaluation criteria, course objectives, and material. To that end, students are strongly encouraged to perform at a level commensurate with grading criteria set forth in the course rubric provided below. Grades will be determined and based on work completed and turned in by the last class. Acceptance of work after this date is strictly prohibited.


Depth of Scholarship (10%) - Assignments should represent the learner’s careful, thoughtful efforts to cover the key elements of the topic thoroughly. Content should go beyond mere description or paraphrasing. The work should be thematic and based on an analytical framework of the learner’s choosing.

Originality of Ideas and Research (15%) - All assignments must demonstrate a unique, creative approach to the problem being studied and represent the original work of the learner.

Theoretical and Conceptual Framework (15%) - Assignments should display the learner’s understanding of the theories and concepts relevant to the topic. Learners should form their arguments by taking competing concepts and theories into account.

Use of Literature (15%) - Assignments should be grounded in appropriate, adequate, and timely academic literature. No specific number of sources is prescribed, but those used should represent the best available references on the topic. Sources not appropriate for assignments include, but are not limited to dictionaries, encyclopedias, thesauruses, textbooks. For this course only, the nature of the material requires the use of business newspapers and magazines. Normally these periodicals have no place in academic research and writing. Below is a list of on-line Business Periodicals appropriate for use in this course. While this is not an exclusive list, it demonstrative of the quality and reliability required.

Beware though, internet searches will often take you to non-academic information resources such as,,,, etc. You may supplement your research with these sources, but keep in mind that the information you find there may not be accurate; and therefore, should not be cited in an assignment as authoritative.

Substantive Value (15%) - Assignments should contribute substantive value to the understanding of the subject.

Clarity and Logic of Presentation (10%) - Assignments should present ideas in a clear manner and with a strong organizational structure. Coverage of facts, arguments, and conclusions should be logically related and consistent.

Grammar and Adherence to APA Format (20%) – The rules governing the grammar and usage of standard American English must be followed, and language should be clear, precise, and appropriate for the intended scholarly audience. When formatting and composing assignments, learners must follow the guidelines described in the Publication Manual of the American Psychological Association. In addition the overall layout of assignments, including citations and reference pages, should adhere to APA style.

How Points and Percentages Equate to Grades:












Late Submission of Course Materials:

Requirements of Attendance and Participation

 Attendance: The attendance policy for this class is required by the University, and not subject to instructor discretion. For a further explanation of the policies related to class attendance, please refer to your Student Handbook. 

Participation: As to participation, is important to keep in mind that contributions to your learning team, class activities and discussions account for a significant portion of your grade. Each week a student has the ability to earn points for his or her class and learning team contributions. It is vital that you attend class prepared and ready to be involved. Not contributing to in class discussions and exercises, failing to submit a learning team charter or weekly log, being disruptive or discourteous during class may result in a substantial loss of participation points.

Incompletes: I do not allow incompletes in my courses.

Requirements for Written Assignments

 Submission of Written Assignments: Points earned for each paper and presentation will be determined by application of the criteria provided. All submitted papers will adhere to APA guidelines and the word limitations set forth below. Written assignments must be submitted via electronic means using my e-mail address, Charlene.Dunfee Unless special arrangements are made, assignments submitted via hard copy will NOT be considered for grading.

If an assignment is submitted via electronic means the assignment should be in an attachment in Word format. In order to ensure you are given credit for an assignment, please name the Word file in the following format: your name week #. Doc (Example John Smith Week 1.doc).

 Academic Resources: Coursework in this class must uphold the high standards of academic integrity established by Park University. Consequently, when you are conducting research for an assignment, the majority of your sources should be peer-reviewed academic journals, such as those you find in the University Library. For more information, please review the information provided under Grading Criteria.

Late Assignments: Assignments must either be submitted in hard copy or sent electronically before the start of class on the due date shown in the syllabus. Assignments sent after class starts shall be deemed late. A 10% per day deduction will be made on the student’s grade for the late assignment with a maximum of four days (40%). After four days, the assignment will no longer be accepted for grading. Per course policy, no assignments will be accepted after the last day of the course.  


Classroom Rules of Conduct:

Classroom Decorum: Although I do not anticipate a problem, I want to remind everyone that Park University is a professional environment. As such, I expect students to conduct themselves in a courteous and respectful manner, such as they would in a business meeting. Laptops, cellular phones, pagers, etc. will be turned off during class discussion. If you need your electronic course materials you will need to either bring printed copies or wait for a break in the discussion to retrieve them. Your classmates and facilitator deserve your full and complete attention. Failing to extend this courtesy will result in the loss of participation points.

 Also, bear in mind that the nature of academic discussion is adversarial, and differences of opinion are bound to arise. In dealing with these differences, individuals should thoughtfully, constructively, and politely express their opinions. Remarks which are personally disparaging, rude, inappropriate to the subject matter, or not in-line with Park’s Student Policies will NOT be tolerated.

Feedback:I will provide feedback regarding your assignments in a timely manner so that you may evaluate my comments prior to the next assignment. My feedback will be sent to your individual Park University e-mail address.

Course Topic/Dates/Assignments:

Week One 


Objective: List and define the ecological imperatives



1.Read the article/chapter Ecological Imperatives and the Role of Marketing by J. Sheith & A Parvatiyar from the book Environmental Marketing: Strategies, Practice, Theory and Research M. Polonsky & A. T. Mintu-Wimsatt (Eds.)

2. Read the article by K. Peattie, & A. Crane. (2005). Green marketing: legend, myth, farce or prophesy.

3. Read the article by K. Sinding (2000, March/April). Environmental Management Beyond the Boundaries of the Firm: Definitions and Constraints.

4. Defining Green Marketing Assignment: Review the articles/chapters provided in this week’s reading to locate important Green Marketing terms. Then, write and submit an approximately 800-word paper that identifies and analyzes 4 to 6 key terms related to Green Marketing. The perspective of the paper should be from a practical business/marketing viewpoint. In other words, develop a working vocabulary for this course that identifies, analyzes and applies key principals.  The paper should:

a.       Name and describe each term

b.      Analyze why, when and by whom each term would be used.

c.       Provide a comparison/contrast of the authors’ perceptions

d.      Use appropriate academic support (not encyclopedias, dictionaries, thesaurus or the like)

e.       Use appropriate APA formatting and style, and scholarly tone.

This paper is neither a report on environment, nor a list of definitions. Rather, the paper is a development and analysis of terms related to Green Marketing as defined in the context of business/marketing policies and practices. You are strongly encouraged refer to the grading rubric and use it as a tool for completing this assignment.

Week Two


Objective: Discuss the role of green marketing in sustainable development


1. Read the article The Greening of Corporate America by H. Meyer

2. Read the article A Sustainable Distance? By H. Oliver

3. Read the article Sustainability Rulers: Measuring Corporate Environment & Social Performance

4.  Sustainable Development & Green Marketing Assignment: Locate a recent news article (dated within the last six months) about a company who employs sustainable development or production methods to attract consumers (i.e. marketing plan). Develop an 800-word paper using APA format presenting the company, its sustainable development/production method and then analyze whether or not this marketing plan is a rewarding approach for the organization.  

Week Three


Objective: Discuss the role of green marketing in sustainable development

1.Consider the Readings from Week 2 and Review the following corporate web sites:

a.       Ben & Jerry’s Foundation at

b.      The Body Shop Foundation at

c.       Whole Planet Foundation by Whole Foods Market at

d.      The Freedom to Roam by Patagonia at

2. Indirect Green Marketing Assignment: The above companies, as well as others, engage in Green Marketing Practices for the products/services they sell, but have also developed subsidiary foundations to support additional ecological initiatives. Using academic research to support your position develop a 500 to 800-word APA paper that:

a.      evaluates whether such foundations impact consumer opinion,

b.      considers the pros/cons of indirect Green Marketing, and

c.       discusses the ethical considerations of such a marketing methodology.



Week Four


1.Mid-Term – Using information gained over the past few weeks as well as academic research, identify and evaluate an opportunity to use sustainable development marketing initiatives within an organization for which you presently work or have worked in the past. Write a 1000-word APA formatted paper proposing the idea for your organization. Make sure to include:

a.       the application of terms identified in Week One,

b.      the role of sustainable development/production as a marketing strategy as presented in Week 2 and

c.       whether indirect green marketing provides a means to improve consumer involvement (Week 3).

Week Five


Objective: Explain the roles of the corporations and governments in green marketing

1.    Read the Federal Trade Commission’s Green Marketing Guide located in the shared documents.

2.    Review additional Green Marketing Regulations located at the U.S. Government’s FTC webpage:

3.      Regulation of Green Marketing Scenario Assignment: Review the Complaint contained in the shared documents for this Week. Assume the facts, as stated by the FTC’s Complaint are true. As the marketing director for Y Corporation, how would you address the FTC allegations contained in Complaint? Have you violated any regulations as outlined in the Commissions Green Marketing Guide or described on the FTC webpage? Draft a 500-word memorandum, using APA format and appropriate research support, to the CEO of Y Corporation explaining the “Biodegradable” American Fare marketing crisis and how you propose to resolve the matter.



Week Six


Objective: Explain the roles of the corporate and government in green marketing

1. Read the article Ethical Dimensions of Sustainable Marketing: A Consumer Policy Perspective

2. Read the article Who’s in Charge of Green?

3. Corporate Governance and Green Marketing Assignment: Given the content of this week’s readings regarding Corporate Governance considerations create a 10 slide PowerPoint Presentation (with speaker’s notes) in which you:

a.       Select a company from one of the following industries: a pharmaceutical company, an organic farmer, a home cleaning company, or a city government.

b.      Using a representative example of a real business among one of these industries provide a brief summary of this business’s products, services, or practices.

c.       Identify various stakeholders and how each are affected by business marketing decisions and practices

d.      Consider how stakeholders’ preferences conflict with shareholders’ financial concerns.

e.       Make sure to use academic sources to support your position as well as APA format.

Week Seven

Objective: Explain the reasons behind the rising numbers of environmentally responsible products and services.

1.      Read the article Green Marketing’s Five I’s from the book The Green Marketing Manifesto by J. Grant.

2.      Read  the article Green: The New Gold

3.      Read the article Go Green Carefully

4.      Sustainable Product Opportunity Assignment: In an 800-word paper present a Green Marketing proposal for either a new product or an improvement to an existing product. In the paper make sure to use APA format when presenting:

a.       the product opportunity and how it fits with a Green Marketing Scheme

b.      how the opportunity meets or will drive consumer demand

c.       the proposed marketing process or plan, and

d.      advantages and disadvantages of pursuing the new opportunity.



Week Eight


1.Review all course reading materials including those included in the Discussion Questions.

2.Complete Final Examination due Week #8:  For the final exam, consider yourself an expert on Green Marketing. Your company wants you to draft a 1000-word APA formatted article presenting an overview of the top points of Green Marketing everyone should. Draft such an article for company-wide distribution. The article should consider the points we have addressed each week such as:

a.       key terms every employee should know about Green Marketing and Ecological Imperatives,

b.      the role of Direct and Indirect Green Marketing in sustainable product/service development

c.       how government regulations and corporate polices impact Green Marketing

d.      what factors drive the rising demand for environmentally responsible products/services

Academic Honesty:
As a learning community, the University upholds the highest standards of academic integrity in all its academic activities, by faculty, staff, administrators and students. Academic integrity involves much more than respecting intellectual property rights. It lies at the heart of learning, creativity, and the core values of the University. Those who learn, teach, write, publish, present, or exhibit creative works are advised to familiarize themselves with the requirements of academic integrity and make every effort to avoid possible offenses against it, knowingly or unknowingly. Park University 2010-2011 Graduate Catalog Page 20


Plagiarism involves the appropriation of another person's ideas, interpretation, words (even a few), data, statements, illustration or creative work and their presentation as one's own. An offense against plagiarism constitutes a serious academic misconduct.  Although offenses against academic integrity can manifest themselves in various ways, the most common forms of offenses are plagiarism and cheating. Plagiarism goes beyond the copying of an entire article. It may include, but is not limited to: copying a section of an article or a chapter from a book, reproduction of an art work, illustration, cartoon, photograph and the like and passing them off as one's own. Copying from the Internet is no less serious an offense than copying from a book or printed article, even when the material is not copyrighted.

Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source. Acknowledging and documenting the source of an idea or phrase, at the point where it is utilized, is necessary even when the idea or phrase is taken from a speech or conversation with another person.

Park University 2010-2011 Graduate Catalog Page 20

Attendance Policy:

Instructors are required to maintain attendance records and report absences. Excused absences can be granted by the instructor, for medical reasons, school sponsored activities, and employment-related demands, including temporary duty. Students are responsible for any missed work. Absences for two successive weeks, without approved excuse, will be reported to the Director of the individual graduate program, or to the Executive Director for the Graduate School, for appropriate action. Students with such a record of absences, without an approved excuse, may be administratively withdrawn from the class and notified that an "F" will be recorded, unless the student initiates official withdrawal from the class(es).Park University 2010-2011 Graduate Catalog Page 24

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: .

Additional Information:


Rubric for all written assignment


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Last Updated:5/24/2011 7:35:32 AM