Unit I
Introduction to Green Marketing: Understanding environmental sustainability and its importance in marketing, Evolution and significance of green marketing, Green consumer behavior and market segmentation, Challenges and opportunities in green marketing.
Unit II
Green Product Development and Innovation: Designing eco-friendly products and packaging, Life cycle assessment and eco-labeling, Strategies for green product positioning and differentiation, Innovations in sustainable product development
Unit III
Communication Strategies for Green Marketing: Green advertising and promotion tactics, Corporate social responsibility (CSR) and environmental communication, Leveraging social media and digital platforms for green marketing, Greenwashing: Detection and avoidance
Unit IV
Green Marketing Strategies and Implementation: Integrating sustainability into the marketing mix (product, price, place, promotion), Partnerships and collaborations for environmental conservation, Measuring and evaluating the effectiveness of green marketing campaigns, Case studies of successful green marketing initiatives
