SYLLABUS

Green Marketing & Sustainability MKTG 405

Fall 2016 Hybrid Course
Dr. Mary McKinley
E-mail: mary.mckinley@csulb.edu
Office/hours: CBA 341 Tue. 2-3:45 PM, Fri. 12-1 PM or by
appointment

Welcome, everyone, to Green Marketing & Sustainability, in the hybrid

format! We will meet every second Thursday in our classroom, CBA 218, from
4 to 6:45 PM and on alternate weeks we will be in class virtually, on
BeachBoard. If you are not familiar with BeachBoard, the learning platform of
our university, please go to the BeachBoard Help pages here:

http://web.csulb.edu/divisions/aa/academic_technology/itss/beachboard/help/index.html
If you are unsure whether you are ready to take half of your course on-line, as it does require a lot
of self-discipline, please take this Online Readiness Quiz: http://lrc.sierra.cc.ca.us/dl/survey/OL-
student-assess.html

About this course: Why study Green Marketing & Sustainability? Because
successful companies are those that are able to meet consumer needs profitably over the long term
in ways that conserve resources. Business students who will become managers in those companies
have the opportunity to help their employer do well by doing good thanks to the understanding of
the issues in this course and the practical tools they will develop. I have been teaching this course
for many years in classrooms across Europe and now at CSULB and I am always impressed by the
enthusiasm and creativity of todays green marketing students.

Communication Policy:
To contact me, E-mail mary.mckinley@csulb.edu is best and I will usually respond within 24
hours, often sooner, except on week-ends when there may be a delay because Im probably out
trying to save the world. If you do not hear back from me within 48 hours, assume I didnt receive
your message and re-send it. Feel free to drop in during my office hours (see above) or contact
me for an appointment outside regular hours. If your question and its answer could be useful to
others in the class, please post it in the BeachBoard Q&A Forum, which I will regularly check.

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Announcements from me will be posted in BeachBoard on a regular basis on our course
homepage when you log in, here: https://bbcsulb.desire2learn.com/d2l/home/351444 or will be
sent to your CSULB e-mail inbox. Please check both regularly as they will contain important
information about upcoming assignments, extra credit experiential learning events or class re-
schedules.

Course Structure:
MKTG 405 is a hybrid course that includes both online instruction and bi-weekly on-campus
meetings. All exams and presentations will be done in the physical classroom. You must attend
the first meeting on Thursday, August 25 from 4 to 6:45 PM in CBA 218 or you may be dropped
from the course. In most alternating weeks, you will participate in the online component of this
course using BeachBoard which gives you access to online lectures, videos, quizzes, course
materials, assignments and grades. Pay close attention to the To Do Lists and the deadline dates
and times for turning in assignments.

Time Commitment: Completion of this course including readings, discussions,

assignments and team projects should take about 10 hours per week. You will not be able to work
on this course just on week-ends. Your time commitment will vary based on factors such as your
own level of experience with the topic and your familiarity with web technologies.

Student Learning Outcomes:

Learning Outcome Critical Thinking: Students will demonstrate their understanding of
green marketing and its relevance to consumption. They will also demonstrate that they can
analyze consumer behavior and translate their analysis into green marketing implications. They
will demonstrate the ability to manage a firm that is dependent on renewable natural resources
in a sustainable manner.

Learning Outcome Communication: Students will demonstrate that they are able to work in
teams via a team-prepared written project involving fieldwork. This project is presented in class
to develop oral communication skills.

Course Requirements:
Textbook: Sustainability Marketing: A Global Perspective, Frank-Martin Pelz and Ken Peattie,
Wiley, 2012, Second Edition. Other readings and resources will be made available on
BeachBoard and Facebook.

Technology Required: In a hybrid class, much of your reading and assignments will be in
BeachBoard under Content so you should make certain that you have access to a computer and
high-speed Internet to complete your course. Here are the Minimum Computer Requirements for
this course:
PC or Mac. Windows 7 or Mac OS X (minimum). Internet access.

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 Latest Firefox Browser. PDF reader. Microsoft Word (or compatible). Microsoft
Powerpoint (or compatible presentation software). Enable Cookies. Enable JavaScript.
Technology Skills Required: Basic computer skills. Internet skills. Familiarity with
discussion boards and downloading documents.
Technology Help: Technology Help Desk are available for your help.
Go to BeachBoardHelp, call (562) 985-4959, or visit them on campus in AS 120.

This course meets in a CSULB Active Learning Classroom, known as ALC. Students will
be actively participating in their learning, which might include writing on the walls with
dry erase markers. Each student is required to purchase a pack of 4 multi-color,
environmentally friendly dry erase markers that are available for purchase in the
University BookStore.

Netiquette: Netiquette is a term that relates to acceptable conduct in an online

environment. For a detailed explanation of proper online behavior and etiquette, go to The Core
Rules of Netiquette. http://www.albion.com/bookNetiquette/0963702513p32.html

Methods of Instruction: (in class and on-line):

Lectures readings, class discussions, videos, simulations, social media, case studies

Assessments:
There will be one major group project: In groups of 4 or5 students, depending on enrollment,
each team will design a corporate green marketing campaign with the aim of demonstrating how a
company can do well by doing good. This is to be presented at the final class meeting and a
written paper submitted to the professor. Complete instructions will be found under the Content
section on BeachBoard.

Course Assessment will be based on:

Individual class participation and contribution to discussions + posts on Facebook. 10%
Quizzes on the assigned readings (5% each) 20%
Two written case analyses (10% each) 20%
Mid-term examination 20%
Written *group project and formal presentation of group work. 30%
100%
*Individual points assigned for group activities will be weighted based upon a peer-evaluation
assessment from team members.

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Policies on Classroom Behavior, Participation, etc.:
You cannot participate if you are not present. If you cannot avoid missing a class, you must
inform me before class; otherwise, your participation grade will be reduced. Arrive on time, be
present and make an effort to contribute to discussions. I do take note of late arrivals and
unexcused absences as well as those who are not actively engaging in the on-line sessions. All
cell phones & other electronic devices (e.g. , tablets, pagers, iPads, iPods, PDAs) must be put on
vibrate or turned off and not on your desk during class, unless you are asked to use them. It is the
students responsibility to contact a classmate to determine what was missed if you are absent.
See Policy on Make-up Exam and Assignments below.

Policy on Special Needs: It is the students responsibility to notify the professor in advance of a
need for accommodation of a disability that has been verified by the University. Additional
policies and guidelines are posted on the Department of Marketings website. The CSULB
Disabled Student Services can be reached via e-mail at dss@csulb.edu.

Policy on Make-up Exams and Assignments:

A make-up exam will be offered only in very exceptional cases. The two case study analyses
must be submitted in Dropbox no later than 4:00 PM on the day it is due. Late papers will
automatically receive a 10% penalty if submitted within 7 days; thereafter you will receive 0.

Policies on Withdrawal, Late Withdrawals, and Incompletes:

The University policy on dropping and withdrawal from classes is set forth in the schedule of
classes. Students are obligated to officially withdraw from their courses even though they may not
have attended. Withdrawals require the signature of the instructor, the chairperson, and the Dean
of the CBA.

Academic Integrity:
Students are expected to do original work for all assignments, including exams. I do use Turnitin
to check originality of all papers submitted via BlackBoard and there will be serious
consequences if your paper is found to be the work of someone else. Students are responsible for
their own conduct and all cases of dishonesty (e.g., plagiarism, cheating) will be reported to the
proper university officials. Students are expected to adhere to CBA
(http://www.csulb.edu/colleges/cba/dean/academic-integrity/) and University policies regarding
Academic Integrity
(http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/1985/19/ ). Please
avoid an embarrassing or unfortunate situation.

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 Course Schedule:
Hybrid Course Schedule, alternating online and in-class: (O) = Online, (IC) = In Class,
(ID) = Independent activity

Online In-Class Online

Chapters,
Content Activities Assignments/Activiti
Dat Articles
Module (Available Thursdays 4 to Read,
es
e each Friday for 6:45PM in (To be completed by 3 PM
Milestone
coming week) CBA 218 s on the following Thurs.)
Lecture, Post Summary of Green
Article Green Individual Read Marketing Myopia article
Module 1: Marketing interest & Chapter 1 (750 words) in Dropbox
Aug. Myopia experience
Introduction & folder
25 reporting,
Course Overview Send me your team
Group project members names
team selection

Module 2: Join our MKTG405 Group

Lecture (O) No class Read
What does it mean on Facebook & post a link
Sept. Facebook meeting Chapter 2
to be sustainable to article or video related to
1 closed group (ID)
in a marketing green marketing &
link
context? sustainability
Good Brands Lecture (IC) Read
Report (O) -Small group Chapter 3 +
Module 3: discussion Good Choose a company for your
Sept.
Macro/micro socio- questions Brands group project. Send me
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ecological problems followed by Report your choice & why
class (ID)
discussion
(O) Read
The Story of Chapter 4 Post Facebook link related
Module 4:
Stuff video (ID) to consumption
Sustainability & Sept. No class
Quiz on-line Review slides & instructions
Consumption 15 meeting
Slides & for Fishbanks, Ltd
instructions for
Fishbanks Ltd.
Module 5: Fishbanks Ltd. Fishbanks Review Ch.
Write 1 quiz question from
Fishbanks Ltd. Sept. Roleplay Ltd. 1-4
the chapters; Post your quiz
Business Simulation 22 document (O) Simulation
question to Dropbox
(IC)
Read Discussion forum among
Module 6:
Lecture (O) Chapters 5 project team members
Green Marketing Sept. No class
Indicators & 6 (ID) Begin developing 10
Standards & 29 meeting
indicators for your selected
Strategies
company (O)

Quiz in
Write 2 page Monsanto
class (IC)
Module 7: Monsanto Lecture: case analysis & submit via
Read
Sustainability Oct. 6 Case Study Customer Dropbox (O)
Monsanto
Marketing Mix (O) Solutions (IC)
Case (ID)

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 Online
In-Class Online
Content Chapters,
Activities Assignments/Activiti
Dat (Available Articles
Module Thursdays 4 to Read,
es
e each Friday
6:45PM in (To be completed by 4 PM
for coming Milestone
CBA 218 s on the following Thurs.)
week)
Module 8: Lecture (O) Read Ch. 8 Critique video (1 page).
Oct. No class
Communications Paris Green- (ID) Post your 10 indicators in
13 meeting
peace Dropbox (O)
Lecture: Read
Module 9:
The Greenwashing Greenwashi
Communications Post Facebook link related
Oct. Greenwashing Monsanto ng Report
contd. to Greenwashing (O)
20 Report (O) Case study (ID)
Greenwashing vs
discussion
Green Marketing
(IC)
No class Read Ch. 9 Discussion forum among
(O) Lecture
meeting Review for project team members (O)
Module 10: Oct. Preparing the
mid-term
Price vs. Cost 27 Green
Marketing Plan

Read Ch. 10
Mid-Term
Module 11: Nov. Exam Chs. Post Facebook link related
Video: TBD
Convenience 3 59+ to Doing Good
(O)
readings (IC)

On-line quiz
Module 12: Send link to an article
Read
Sustainability Nov. No class related to the future & One
Lecture (O) Chapter
Marketing 10 meeting Planet Society (O)
11(ID)
Transformation
Lecture (IC) Read
Small group Chapter 12;
Module 13:
Fiji Water case discussion, Read case Submit 2 page analysis of
Reframing Nov.
study (O) article review, study Fiji case study via Dropbox
Sustainability 17
and teach
Marketing
back to the
class (IC)

Nov.
Fall Break 24
NO CLASS NO CLASS

Lecture
Module 14:
.(IC)
Communicating Dec. Post Facebook link related
Fiji Case Project work
sustainability 1 to water issues
discussion
(IC)
Presentation
FINAL Dec. Project Report due via
of marketing
PRESENTATIONS 8 Dropbox (O)
plan (IC)
Dec. Final Exam 5- 7 PM
Final
15 period

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