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Master of Commerce (M.Com.) Green Marketing Syllabus - Mumbai University 2026

Green Marketing Syllabus.pdf
Elective course · Semester 3 · M.Com. Business Management · 4 credits · 100 marks

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Syllabus for Green Marketing

Elective course · Semester 3 · M.Com. Business Management · 4 credits · 100 marks

Module I

  • Unit 1 Introduction to Green Marketing (3 weeks)
  • Sustainability and its role in business, Concept and features of Green marketing, A)
  • Evolution of Green Marketing, Benefits of Green marketing
  • Green Marketing mix, Green marketing strategies, Distinguish between marketing B)
  • & green marketing, Case studies of successful green marketing campaigns
  • Unit 2 Green Consumers and Behaviour
  • Concept of Green Consumers, Environmental psychology and Green consumer A)
  • behaviour, Factor affecting green purchase decision, Five stages of consumer
  • buying decision process, Green consumer segmentation
  • Green washing and its ethical implications, Consumer skepticism towards green B)
  • claims, Strategies for building consumer trust in green products

Module II

  • Unit 3 Green Marketing Strategies and Applications (4 weeks)
  • Green product design and innovation, Sustainable packaging and supply chain A)
  • management, Green pricing strategies, Integrating green marketing into social
  • media and communication
  • Green marketing for service industries, Green marketing implementation and B)
  • control, Climate performance leadership index; Promotional channels of green
  • marketing.
  • Unit 4 Policies and Environmental Consciousness of Green Marketing
  • The rise of social green marketing, Introduction to green marketing policy & A)
  • process, Green marketing regulations and consumer protection laws, Examples of Green Firms
  • Developing a sustainable marketing plan, Benefits of green environment to the B)
  • society, E-waste exchange, Guidelines for environmentally sound recycling of Ewaste.

References

  • John Murphy. Green Marketing: A Global Perspective
  • John Hankins. Branding and Sustainability: A Guide to Moving Beyond Greenwashing. Robert Dahlstrom. Green Marketing Management. Cengage Learning India. • M. Meera. Green Marketing - Concepts, Literatures and Examples. Evincepub • Publishing.
  • Green Marketing and Environmental Responsibility in Modern Corporations, Esakki and Thangasamy, IGI Global. Green Marketing: Challenges and Opportunities for the New Marketing Age, • Jacquelyn A. Ottman, NTC Business Books. Jacquelyn A. Ottman. (2011). The New Rules of Green Marketing. Berrett-Koehler • Publishers.
  • John Wasik. (1996). Green Marketing and Management: A Global Perspective. Wiley publisher Martin Charter, Michael J. Polonsky. (2017). Greener Marketing: A Global Perspective • on Greening Marketing Practice. Tylor&Fransis Publisher

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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