Class Instrumentos de Marketing Verde

The Curricular Unit aims to present essential concepts of Marketing and its transition to the concept of Eco-business Marketing, with a view to its correct application in the context of Sustainability.

Sustainability and Corporate Sustainability. Sustainable Innovation based on Ecodesign. The European Ecological Pact as a reference.

The benefits of Ecodesign as a competitive advantage. Business Communication and Marketing. Marketing and Green-Washing. The Marketing-Mix (4 Ps)

The concept of Green Marketing and its relationship with Ecodesign and the Life Cycle. The different degrees of Green Marketing (Weak and Strong). Communication oriented towards more sustainable products and services (Green). Green Product Features. The Green Communication Mix: Above the Line, Below The Line and Beyond The Line.

Sustainability as a New Paradigm and its practical consequences. Factors that influence Consumer Behavior. The Green Consumer and its segmentation. Wrong Green Marketing practices.

The evolution of the Green Marketing concept: from Ecological MKT to Eco-business MKT. The Operational MKT and its main strategies. Examples and exercises.

Interactive Lessons
Virtual Reality Technology
Artificial intelligence
Blended learning
3D Printing
Design thinking process
Project-based learning
Inquiry-based learning

PAIVA, Teresa; PROENÇA, Reinaldo - Marketing Verde. Lisboa :Actual Editora, 2011. 978-989-694-011-9

AFONSO, Carolina - Green Target: as novas tendências do Marketing. 1ª Edição, Lisboa, SmartBook, 2010, 978-989-8297-48-8