Course Schedule - University of Waterloo · PDF file"Marketing Myopia", Harvard Business...

Course ScheduleIMPORTANT: ALL TIMES EASTERN - Please see the University Policies section

of your Syllabus for details.

Week Module RequiredReadings

(Note: Additionalreadings andresources canbe found on themodule pages)

Activities andAssignments

Due Date Weight (%)

1 Module 01:Introduction to

GreenMarketing and

SocialAccountability

Ottman's, TheNew Rules ofGreenMarketing,Chapter 1-Green is nowmainstreamKotler et al. -Chapter 1 ORBest - Chapter1

Choose ONE ofthe following:

Levitt,Theodore."MarketingMyopia",HarvardBusinessReview (CourseReserve)Rogers, E.,Diffusion ofInnovation,Chapter 1 -Elements ofDiffusion(CourseReserve)Sheth, Sethia,and Srinivas,"Mindful

ParticipationPortfolio:

GeneralDiscussion(open all term)Social Media inGreenMarketingdiscussion(open all term)FirstImpressionsDiscussion

Sunday,May 7, 2017at 11:55 PM

(Applies toFirstImpressionsDiscussion)

Discussionscount towardyourParticipationPortfoliograde

The New Rulesof GreenMarketing:Groups and ruleswill be assigned(check theAnnouncementswidget on theCourse Homepage)

MarketingStrategy Project:Part A WorksheetWeek 1

Sunday,May 7, 2017at 11:55 PM

Best 8 of 9.Worksheetsarecumulativelyworth 10% ofyour finalgrade

Marketing Sunday,

Spring 2017 ENBUS 630 Online University of Waterloo

Generated by Centre for Extended Learning Created 16/06/2017

consumption: acustomer-centricapproach tosustainability",Journal of theAcademy ofMarketingScience.(CourseReserve)

Strategy Project:Post adescription of theorganization youwill be focusingon.

May 7, 2017at 11:55 PM

2 Module 02:Social

Marketing andBehaviour

Change

McKenzie-Mohr, D.,FosteringSustainableBehaviour,Chapter 1 -FosteringSustainableBehaviour, pp1-10 (CourseReserve)Peattie andPeattie, "SocialMarketing: Apathway toconsumptionreduction?"(CourseReserve)Schultz, P.W.,Nolan, J.,Cialdini, R.,Goldstein, N.,andGriskevicius,V., "Theconstructive,destructive, andreconstructivepower of socialnorms" (CourseReserve)

3 Module 03: TheMarketing Mix

and theMarketing Plan

Kotler et al. -Chapter 2 ORBest - Chapter14Comstock,Beth, Ranjay


Sunday,May 21,2017 at11:55 PM



Gulati, andStephenLigouri."Unleashing thePower ofMarketing,"HarvardBusinessReview (CourseReserve)

4 Week 04:Segmenting,

Targeting, andPositioning

Ottman's, TheNew Rules ofGreenMarketing,Chapter 2 - Weare all greenconsumersKotler et al. -Chapter 8 ORBest - Chapters5 and 6Ottman,Stafford, andHartman,"AvoidingGreenMarketingMyopia"(CourseReserve)



The New Rulesof GreenMarketing: Postthe definition foryour group’srules in The NewRules of GreenMarketingAssignmentdiscussion


5%

5 Module 05:Market

ResearchKotler et al. -Chapters 5 and6 OR Best -Chapters 3 and4"ElevatorPitches", Underthe Influence,CBC RadioOne (April2014)


Sunday,June 4,2017 at11:55 PM

The New Rulesof GreenMarketing:Additions to ruledefinitions

Begins:Sunday,June 4,2017 at11:55 PM

Due:Sunday,June 18,2017 at11:55 PM

Additions toruledefinitionsarecumulativelyworth 5% oftheassignment'sgrade

6 Module 06:Work Week


3 Green




MarketingNews StoriesYou WouldLike to See onthe GreenMarketing Hubdiscussion

MarketingStrategy Project:Part B: Reflection1 (for Weeks 3,4, 5)


10%

ParticipationPortfolio 1 (forWeeks 1 – 6)


7.5%


7 Module 07:Green

MarketingStrategies

Part I

Ottman's, TheNew Rules ofGreenMarketing,Chapter 3 -New greenmarketingparadigmUnruh,Gregory;Ettenson,Richard,"GrowingGreen",HarvardBusinessReview (CourseReserve)



MarketingStrategy Project:Part B: PeerFeedback onReflection 1. Forfurther details,see ParticipationPortfolio


PeerFeedbackcountstowards yourParticipationPortfoliograde


Due:Sunday,June 18,2017 at11:55 PM

8 Module 08:Green

MarketingStrategies

Part II –Branding andPartnerships

PatrickHartmann,Patrick,VanessaApoalaza Iba´n˜ez and F.Javier ForcadaSainz (2005)"Greenbranding effects





on attitude:functionalversusemotionalpositioningstrategies",MarketingIntelligenceand Planning,Vol 23, No 1,pp. 9-29. (CourseReserve)

9 Module 09:Product

Developmentand Innovation

Ottman's, TheNew Rules ofGreenMarketing,Chapter 4 -Designinggreenerproducts: A life-cycle approachOttman's, TheNew Rules ofGreenMarketing,Chapter 5 -Innovate forsustainabilityKotler et al. -Chapter 10 ORBest - Chapter7


Sunday,July 2, 2017at 11:55 PM

MarketingStrategy Project:Part B: Reflection2 (for Weeks 7,8)


10%

10 Module 10:Communication

StrategiesOttman's, TheNew Rules ofGreenMarketing,Chapter 6 -Communicatingsustainabilitywith impactOttman's, TheNew Rules ofGreenMarketing,Chapter 7 -Establishingcredibility andavoidinggreenwashing


JacquelynOttmanDiscussion:Questions forthe author of“The NewRules of GreenMarketing”

PostquestionsforJacquelynOttman byWednesday,July 5, 2017at 11:55 PM



Marketing Sunday,



Kotler et al. -Chapter 14(Note: if you arereally keen,Chapters 15-17are alsorelevant to thistopic) OR Best -Chapter 10Opower keepsimproving itsmessage to getpeople to useless energyFive QuestionsWith BenFoster,OPOWER'sBrilliant UI/UXGuruParticipation isdemocratising;it's now time todemocratiseclimatesolutionsE Source UtilityAd AwardsContestWinners

Strategy Project:Part B: PeerFeedback onReflection 2. Forfurther details,see ParticipationPortfolio

July 9, 2017at 11:55 PM

The New Rulesof GreenMarketing:PowerPoint SlideDeck


10%

11 Module 11:Distribution

Channels andPricing

Strategies

Ottman's, TheNew Rules ofGreenMarketing,Chapter 8 -Partnering forsuccessMartin, Dianeand Schouten,John,SustainableMarketing,Chapter 11:MarketingChannels -Sustainability inthe Value Chain(CourseReserve)Network forBusinessSustainability,


Food forThoughtDiscussion(remains openuntil end ofterm)

Begins:Sunday,July 16,2017 at11:55 PM

Due:Sunday,July 23,2017 at11:55 PM


Sunday,July 16,2017 at11:55 PM

MarketingStrategy Project:Part C: ElevatorPitch draft is dueto the ElevatorPitch Draft


Qualitativefeedbackonly for thisround. TheFinalElevator



ResearchInsights -Understandwhen "green"meanspremium andwhen itrequires adiscount(CourseReserve)Network forBusinessSustainability,ResearchInsights -Consumers willpay a premiumforsustainabilitywhen theythink they canmake adifference(CourseReserve)Kotler et al. -Chapter 11 ORBest - Chapter8

Dropbox forfeedback fromJon Fishbein

Pitch will beassigned amark.

12 Wrap-up MarketingStrategy Project:Part D: The FinalReport


20%

MarketingStrategy Project:Part C: FinalElevator Pitch isdue to theElevator PitchFinal Dropbox(submit pitchbased onfeedback fromJon Fishbein)

One weekafter youreceivefeedback

15%


Food forThoughtDiscussion(post any finalthoughts you

Due:Sunday,July 23,2017 at11:55 PM



may have)

ParticipationPortfolio 2 (forWeeks 7 – 12)


7.5%

Final Examination Arrangements andSchedule

There is no final examination for this course.

Official Grades and Course AccessOfficial Grades and Academic Standings are available through Quest.

Your access to this course will continue for the duration of the current term. You will nothave access to this course once the next term begins.



Contact InformationAnnouncements

Your instructor will be sending you weekly updates every Friday using theAnnouncements widget on the Course Home page. Please be sure to read these weeklyupdates carefully. You are expected to read the Announcements on a regular basis.

To ensure you are viewing the complete list of announcements, you may need to clickShow All Announcements.

DiscussionsA General Discussion topic* has been made available to allow students to communicatewith peers in the course. Your instructor may drop in at this discussion topic.

Contact UsWho and Why Contact Details

Instructor and TA

Course-relatedquestions (e.g.,course content,deadlines,assignments, etc.)

Questions of apersonal nature

Post your course-related questions to the Ask theInstructor discussion topic*. This allows other students tobenefit from your question as well.

Questions of a personal nature can be directed to yourinstructor or your TA.

Instructor: Dr. Jennifer [email protected]+1 519-888-4567 ext. 35487 (The best time to reach her isbetween 10 AM and 4 PM, Monday – Friday.)

You can also reach her on Skype at JK.Lynes. It is best ifyou arrange a specific time to chat via Skype.

TA: Katharine [email protected]

Your instructor checks email and the Ask the Instructordiscussion topic* frequently and will make every effort to



reply to your questions within 24–48 hours, Monday toFriday.

Technical Support,Centre for ExtendedLearning

Technical problemswith WaterlooLEARN

[email protected]

Include your full name, WatIAM user ID, student number,and course name and number

Technical support is available during regular businesshours, Monday to Friday, 8:30 AM to 4:30 PM (EasternTime).

LEARN Help Student Documentation.

Learner SupportServices,Centre for ExtendedLearning

General inquiries

WatCards (StudentID Cards)

Examinationinformation

Useful Information for Students in Online Courses

[email protected]+1 519-888-4002

Include your full name, WatIAM user ID, student number,and course name and number.

*Discussion topics can be accessed by clicking Connect and then Discussions on thecourse navigation bar above.



Course Description and ObjectivesDescription

Changing boundaries and shifting social expectations create risks and opportunities for anenterprise. This course discusses the need to remain accountable to society and managethe firm's reputation in the age of digital information and raised sustainability disclosureexpectations. It also examines the implications for marketing and reporting. The courseintroduces core tools for corporate sustainability marketing and reporting, includingstakeholder engagement approaches, social accountability and carbon disclosureguidelines, sustainability reporting frameworks, sustainability standards, codes,certifications and labels, and green marketing.

The focus of this course will be on

A. developing basic marketing knowledge and skills; and

B. sustainability marketing and communication in the context of "business to consumer"(B2C).

The entire course is delivered through distance education (i.e., online).

ObjectivesBy the end of this course you should be able to

understand and explain core marketing concepts and issues, particularly the"marketing mix";

describe current and past green marketing trends;

explain key behaviour change theories for motivating consumers towards sustainableoptions;

apply strategies and tools that can be used to address green marketing trends;

analyze application of course teachings to a specific organization or sector in whichyou work;

evaluate marketing strategies (i.e., through case studies and other examples); and

create an 'elevator pitch' related to selling a marketing strategy.

This online course was developed by Dr. Jennifer Lynes, with instructional design andmultimedia development support provided by the Centre for Extended Learning. Further



media production was provided by Instructional Technologies and Multimedia Services.



About the Course Author andInstructorCourse Author and Instructor — Dr. JenniferLynes

Educational Background

Ph.D Environmental Planning, Faculty ofEnvironmental Sciences, Griffith University

M.E.S. Environment and Resource Studies,Faculty of Environment, University ofWaterloo

B. Comm. Marketing, Faculty of ConsumerStudies, University of Guelph

Employment Background

Prof. Lynes is currently the director ofSEED's Environment and Businessprogram. Prior to coming to Waterloo in2004, she taught at Griffith University inBrisbane, Australia, where she was the‘flexible learning’ coordinator for the School of Environmental Planning (blending campus-based courses with online courses). Prof. Lynes has international experience working in theairline industry, banking sector, and for local and regional governments. Professionalaffiliations include:

Chair, Board of Directors, REEP Green Solutions

Executive member, Sustainable Concerts Working Group

Advisory Board, My Sustainable Canada

Member, Waterloo Institute for Sustainable Energy (WISE)

Reviewer, SAGE publications marketing text books

Guest Editor, Alternatives Journal and Journal of Sustainable Tourism

Reviewer, Journal of Business Ethics, Environmental Education Research, Journal

of Social Marketing, Journal of Marketing Management



Advisory Board, Avocado Project

Member, Faculty of Environment Teaching and Learning Committee

Current Research

With an interdisciplinary educational background in marketing and environmental studies,Prof. Lynes’ research area intersects business and the environment, where she focuses oninvestigating the marketing of sustainability. Key themes include social marketing, greenmarketing, and corporate social and environmental responsibility. She has won numerousawards for her research on the environmental management of the airline industry. She hasworked on research projects in partnership with My Sustainable Canada, Industry Canadaand Consumer Council of Canada on eco-labelling as well as the marketing of electricvehicles at Ontario car dealerships. Prof. Lynes also has a strong interest in sustainablefashion and was the guest editor for a special issue on this topic for Alternatives Journal.

Her current research focuses on developing a sustainability roadmap for the live musicindustry. She was a key member of the team that co-founded the Sustainable ConcertsWorking Group – a collaborative effort to create and disseminate tools and resources thatsupport live music industry stakeholders in doing their part to drive long-term, positivesocial and environmental change. She has worked with musician Jack Johnson on his All

at Once social marketing campaign. In 2014, her research team conducted surveys withfans on Johnson's 2014 world tour to assess some of the barriers and benefits of variousbehaviour changes.

Watch the following video to find out more about her research: Research Overview

To learn more about her story: Green marketing feature

Philosophy of Teaching

Prof. Lynes has 15+ years experience teaching in academic settings in both Canada andAustralia and another ten years experience teaching in other areas (i.e., corporate andvolunteer training and sports instruction). Collectively, these experiences have allcontributed in their own way to her teaching approach. She enjoys bringing a ‘hands-on’aspect to all the teaching that she does. Most of her courses connect students withorganizations so that they can interact and learn from each other.



Materials and ResourcesTextbooks:

Required:

Ottman, Jacquelyn A. (2011). The New Rules of Green Marketing. Berrett-KoehlerPublishers, Inc., San Francisco, CA.

Choose ONE of the following marketing textbooks:

Kotler, P., Armstrong, G., Cunningham, P.H. & Trfits, V. (2014). Principles of

Marketing (9th Canadian Edition). Pearson Education Canada.

Best, R.J. (2012). Market-based management: strategies for growing

customer value and profitability. 6th edition. Upper Saddle River, NJ:PrenticeHall (Pearson).

For textbook ordering information, please contact the Waterloo Bookstore.

For your convenience, you can compile a list of required and optional course materialsthrough BookLook using your Quest userID and password. If you are having difficultiesordering online and wish to call the Waterloo Bookstore, their phone number is +1 519-888-4673 or toll-free at +1 866-330-7933. Please be aware that textbook ordersCANNOT be taken over the phone.

Suggested Readings and AdditionalResources

Each module includes suggested readings and additional resources related to the weeklytheme. Links to these items can be found on the Green Marketing Hub in the Resourcessection.

Course Presentation NotesFor ease of downloading the course presentation notes, all 11 modules of notes can beaccessed and downloaded here:

Course presentation notes

Course Reserves



Course Reserves can be accessed using the Library Resources widget on the CourseHome page.

ResourcesLibrary services for co-op students on work term and distance education students



Grade BreakdownThe following table represents the grade breakdown of this course.

Activities and Assignments Weight(%)

Marketing StrategyProject (65%)

Part A: Worksheets (Weeks 1, 3, 4, 5, 7, 8, 9, 10, 11)(Best 8 of 9)

10%

Part B: Reflections

Reflection 1: covering Weeks 3, 4, 5 (10%)

Reflection 2: covering Weeks 7, 8 (10%)

20%

Part C: Elevator Pitch 15%

Part D: The Final Report 20%

The New Rules ofGreen Marketing(20%)

Rule Definition 5%

Additions to Rule Definitions 5%

Slide Deck 10%

ParticipationPortfolio (15%)

Participate in discussion forums, provide feedback topeers on their reflections, and create a participationportfolio:

Participation Portfolio 1: covering Weeks 1–6(7.5%)

Participation Portfolio 2: covering Weeks 7–12(7.5%)

15%



Course PoliciesLate Policy

All assignments are due on the date and time indicated (or 11:55 PM on the given date ifno time is specified). Late assignments (without penalty) are permitted only whenspecifically allowed by the instructor. Late assignments will be penalized by 20% for thefirst week it is late and by 50% if submitted prior to the end of the course. Permission maybe obtained in advance for late assignments (with no penalty), but this must occur by emailat least 3 days PRIOR to the assignment deadline.

General Information about Academic Integrity

PARAPHRASING AND QUOTESThere are many types of essays, but a good essay generally has some academic supportthrough the use of research. It is quite acceptable to paraphrase scholars’ work and insome cases to quote that work, but regardless of how you use that work, it all must beproperly cited. If you do not cite someone else’s work you are plagiarising.

CITATION STYLE GUIDESThere are many different citation styles, but they share common information. Citations areintended to guide the writer/reader to the sources that were used and to give credit to theauthor of the quote or ideas summarized in an assignment or paper. Information on specificCitation and Style Guides is available at the University of Waterloo Library website.

The MEB program uses the APA style guide.

ONLINE CITATION TOOLSMany online tools help you to capture the information you need in order to cite your sourcesproperly. The library has the licensing rights to RefWorks® along with a tutorial. Other toolsfound online include: Citation Machine, Zotero from Firefox, or Easy Bib.

USING PICTURES, TABLES, GRAPHS, ETC.Graphics, figures, tables, and graphs that have not been created by you all need to becited. If you have modified something created by someone else, you also need to cite it.Contrary to popular belief, just because it is posted on the Internet it is not “free.” If you use



the material, even with proper citation, you might be committing a copyright infringement.

GENERAL WRITING GUIDEWriting well generally takes practice. Some Writing Assistance resources to help youimprove your writing can be found at the Library website.



University PoliciesSubmission Times

Please be aware that the University of Waterloo is located in the Eastern Time Zone (GMTor UTC-5 during standard time and UTC-4 during daylight saving time) and, as such, thetime that your activities and/or assignments are due is based on this zone. If you areoutside the Eastern Time Zone and require assistance with converting your time, please trythe Ontario, Canada Time Converter.

Accommodation Due to IllnessIf your instructor has provided specific procedures for you to follow if you missassignment due dates, term tests, or a final examination, adhere to thoseinstructions. Otherwise:

MISSED ASSIGNMENTS/TESTS/QUIZZESContact the instructor as soon as you realize there will be a problem, and preferably within48 hours, but no more than 72 hours, have a medical practitioner complete a Verification ofIllness Form.

Email a scanned copy of the Verification of Illness Form to your instructor. In your email tothe instructor, provide your name, student ID number, and exactly what course activity youmissed.

Further information regarding Management of Requests for Accommodation Due to Illnesscan be found on the Accommodation due to illness page.

MISSED FINAL EXAMINATIONSIf you are unable to write a final examination due to illness, seek medical treatment andhave a medical practitioner complete a Verification of Illness Form. Email a scanned copyto the Centre for Extended Learning (CEL) at [email protected] within 48hours of your missed exam. Make sure you include your name, student ID number, and theexam(s) missed. You will be REQUIRED to hand in the original completed form before youwrite the make-up examination.

After your completed Verification of Illness Form has been received and processed, you willbe emailed your alternate exam date and time. This can take up to 2 business days. If youare within 150 km of Waterloo you should be prepared to write in Waterloo on the



additional CEL exam dates. If you live outside the 150 km radius, CEL will work with you tomake suitable arrangements.

Further information about Examination Accommodation Due to Illness regulations isavailable in the Undergraduate Calendar.

Academic IntegrityIn order to maintain a culture of academic integrity, members of the University of Waterloocommunity are expected to promote honesty, trust, fairness, respect, and responsibility. Ifyou have not already completed the online tutorial regarding academic integrity youshould do so as soon as possible. Undergraduate students should see the AcademicIntegrity Tutorial and graduate students should see the Graduate Students and AcademicIntegrity website.

Proper citations are part of academic integrity. Citations in CEL course materials usuallyfollow CEL style, which is based on APA style. Your course may follow a different style. Ifyou are uncertain which style to use for an assignment, please confirm with your instructoror TA.

For further information on academic integrity, please visit the Office of Academic Integrity.

DisciplineA student is expected to know what constitutes academic integrity to avoid committing anacademic offence, and to take responsibility for his/her actions. A student who is unsurewhether an action constitutes an offence, or who needs help in learning how to avoidoffences (e.g., plagiarism, cheating) or about “rules” for group work/collaboration, shouldseek guidance from the course instructor, academic advisor, or the undergraduateAssociate Dean. For information on categories of offences and types of penalties, studentsshould refer to Policy 71 - Student Discipline. For typical penalties, check Guidelines for theAssessment of Penalties.

AppealsA decision made or penalty imposed under Policy 70 - Student Petitions and Grievances,(other than a petition) or Policy 71 - Student Discipline, may be appealed if there is aground. A student who believes he/she has a ground for an appeal should refer to Policy 72- Student Appeals.

GrievanceA student who believes that a decision affecting some aspect of his/her university life hasbeen unfair or unreasonable may have grounds for initiating a grievance. Read Policy 70 -



Student Petitions and Grievances, Section 4. When in doubt please be certain to contactthe department’s administrative assistant who will provide further assistance.

Final GradesIn accordance with Policy 46 - Information Management, Appendix A - Access to andRelease of Student Information, the Centre for Extended Learning does not release finalexamination grades or final course grades to students. Students must go to Quest to see allfinal grades. Any grades posted in Waterloo LEARN are unofficial.

AccessAbility ServicesAccessAbility Services, located in Needles Hall, collaborates with all academic departmentsto arrange appropriate accommodations for students with disabilities without compromisingthe academic integrity of the curriculum. If you require academic accommodation to lessenthe impact of your disability, please register with AccessAbility Services at the beginning ofeach academic term and for each course.

Accessibility StatementThe Centre for Extended Learning strives to meet the needs of all our online learners. Ourongoing efforts to become aligned with the Accessibility for Ontarians with Disabilities Act(AODA) are guided by University of Waterloo accessibility Legislation and policy and theWorld Wide Web Consortium's (W3C) Web Content Accessibility Guidelines (WCAG) 2.0.The majority of our online courses are currently delivered via the Desire2Learn LearningEnvironment. Learn more about Desire2Learn’s Accessibility Standards Compliance.

Use of Computing and Network ResourcesPlease see the Guidelines on Use of Waterloo Computing and Network Resources.

Copyright InformationUWaterloo’s Web Pages

All rights, including copyright, images, slides, audio, and video components, of the contentof this course are owned by the course author, unless otherwise stated. These web pagesare owned or controlled by the University of Waterloo, Centre for Extended Learning. Byaccessing the web pages, you agree that you may only download the content for your ownpersonal, non-commercial use. You are not permitted to copy, broadcast, download, store(in any medium), transmit, show or play in public, adapt, or change in any way the contentof these web pages for any other purpose whatsoever without the prior written permissionof the course author and the University of Waterloo, Centre for Extended Learning.



Other Sources

Respect the copyright of others and abide by all copyright notices and regulations whenusing the computing facilities provided for your course of study by the University ofWaterloo. No material on the Internet or World Wide Web may be reproduced or distributedin any material form or in any medium, without permission from copyright holders or theirassignees. To support your course of study, the University of Waterloo has providedhypertext links to relevant websites, resources, and services on the web. These resourcesmust be used in accordance with any registration requirements or conditions which may bespecified. You must be aware that in providing such hypertext links, the University ofWaterloo has not authorized any acts (including reproduction or distribution) which, ifundertaken without permission of copyright owners or their assignees, may be infringementof copyright. Permission for such acts can only be granted by copyright owners or theirassignees.

If there are any questions about this notice, please contact the University of Waterloo,Centre for Extended Learning, Waterloo, Ontario, Canada, N2L 3G1 [email protected].



Course Schedule - University of Waterloo · PDF file"Marketing Myopia", Harvard Business...

Documents

Transcript of Course Schedule - University of Waterloo · PDF file"Marketing Myopia", Harvard Business...