Alex  Nascimento,  MA,  MBA  –  www.anascimento.com   Page  1  

COURSE SYLLABUS & OUTLINE Course Title: X 480.5 Green Marketing Strategy, Reg# Y1395 - UCLA: 5117 Math & Science Quarter: SPRING 2012 Dates: April 3 – June 12, 2012 – 11 meetings Time: Tuesdays 7pm – 10pm Instructor: Alex Nascimento, MA, MBA Telephone: (310) 4674673 Email: alex.nascimento.2008@anderson.ucla.edu Website: www.anascimento.com Office Hours: Meetings in person after class. COURSE GOALS AND OBJECTIVES: This course explores the core principles necessary to create competitive advantages in marketplace by implementing innovative green marketing strategies. As business becomes more aware of the need to be sustainable and green becomes vogue, marketers need to help companies with this effort. Today’s marketing professional needs to do more than sell products, they need to be part of the cultural shift and move toward a more sustainable marketing practice. Topics include green marketing core principles, corporate responsibility, green sales strategies, green marketing matrix, sustainable business alliances, green marketing vs. market share, green marketing creative writing and how to create a green marketing strategy plan. Students should leave the course with a comprehensive understanding of the core principles of green marketing and how to integrate sustainable strategies into marketing practices that will improve a brand’s bottom line. At completion of the course, the student should be able to: 1. Reduce marketing costs and increase profits by implementing green and ethical marketing practices 2. Evangelize customers, suppliers, employees and distribution channels and transform them into green brand advocates 3. How to use grassroots and guerrilla marketing tactics to boost your green brand awareness 4. Develop green marketing strategies based on socially conscious, financially responsible and environmentally friendly tactics REQUIRED READING: Course Required Text: Guerilla Marketing Goes Green by Jay Conrad Levinson and Shel Horowitz. Course Suggested Text: The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding by Jacquelyn A. Ottman GRADING Attendance / Participation 50% Midterm Presentation 20% FINAL Presentation 30%

PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student’s responsibility to discuss with the instructor the possibility of receiving an “I” grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an “I” does not entitle a student to retake all or any part of the course at a later date. Student Behavior involving cheating, copying other’s work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at www.uclaextension.edu

Alex  Nascimento,  MA,  MBA  –  www.anascimento.com   Page  2  

COURSE OUTLINE

TOPIC CHAPTERS Meeting 1: 1-3 Introductions:

Green Marketing Providing Value Corporate Responsibility Quality, Integrity and Honesty Review Midterm & Final Project – Green Marketing Strategy Plan Discussion question:

o What is the difference between traditional and green marketing? Homework: Prepare a brief presentation for the rest of the class, answering the questions and

writing a blog post as requested in Meeting #2 (see below). Meeting 2: The Green Marketing Blogging

Find any two blogs dedicated to Green Marketing. Choose one blog post from each of the 2 blogs regarding green brands and answer the following questions for each post:

o What is the blog post objective? o Who is it targeted to? o What appears to be the key message of the blog post?

Write a 200-words blog post about what you learned through your research. Prepare a brief presentation of your answers to share with the rest of the class. Include your analysis when developing your Green Marketing Strategy Plan.

Meeting 3: 4 -6 Green Sales

Marketing vs. Adversarial Sales Green Sales Strategies Make sales a personal engagement Discussion question:

o Describe current example of green sales strategies utilized by Fortune 1000 companies? Meeting 4: 7-9 Green Marketing Mindset

Green Marketing Matrix The Green Abundance Model of Business Green Business Alliances Discussion question:

o What is part of the “Green Marketing Matrix” is the most efficient in the long-term? Meeting 5: 10-12 Green Marketing vs. Market Share

The Death of Market Share When Market Share Matters Green Consumer Loyalty Programs Discussion question:

Alex  Nascimento,  MA,  MBA  –  www.anascimento.com   Page  3  

o How should corporations balance their Green Marketing vs. Market Share strategies?

Meeting 6: Green Marketing Strategy Plan, MIDTERM Presentations Meeting 7: 13 -15 Hands-on Green Marketing

Local and Global Green Marketing How to avoid the “Greenwash” positioning Effective Green Marketing Techniques Discussion question:

o What should be done if your company is accused of practicing “Greenwash” positioning?

Meeting 8: 16-18 The Green Consumer

Green Consumer wants and needs Social Change Marketing Charity & Community focused Marketing Discussion Question:

o What drivers would you use to segment green consumers? Homework: Prepare a brief presentation for the rest of the class, answering the questions and

writing a blog post as requested in Meeting # 9 (see below). Meeting 9: Green Marketing Social Media

Find 1 Green Brand that has presence on Facebook & Twitter and answer the following questions for: o What is the brand you chose and why? o What is the Facebook Strategy for this Green Brand? o What is the Twitter Strategy for this Green Brand? o Who is the target audience of this brand’s social media efforts? o What appears to be the brand’s key message syndicated via Facebook and Twitter? o Who is this brand’s most direct competitor that also has a social media presence? o What appears to be the competitor’s key message syndicated via Facebook and Twitter? o What did you learn through your research

Prepare a brief presentation of your answers to share with the rest of the class (preferably PPT). Include your analysis when developing your Final Green Marketing Strategy Plan.

Meeting 10: 19-21 The Green Way of Doing Business

Review Core Concepts of Green Marketing Sustainable Marketing & Business Ethics Green Product Development Discussion Question:

o What are the best practices to position and promote a Green Business? Meeting 11: Green Marketing Strategy Plan, FINAL Presentations

Alex  Nascimento,  MA,  MBA  –  www.anascimento.com   Page  4