Planificare Seminar Ecomarketing
-
Upload
elena-negruti -
Category
Documents
-
view
27 -
download
0
description
Transcript of Planificare Seminar Ecomarketing
Planificarea seminariilor la disciplina Ecomarketing
1.Seminar
introductivDiscuţii si aplicatii
Prezentarea structurii seminarului;Prezentarea punctajului atribuit seminarului si a structurii proiectului.
2.
S2Ecomarketing –
aparitie, concepte cheie
si definitii
Discuții:1. Vizionare video2. Scrieti definitiile conceptelor cheie
relevante pentru ecomarketing pe care le identificati in cele 2 articole.
3. Rezumati cele 2 articole in scris in maxim 1 pagina fiecare.
4. Prezentati pe scurt istoria conceptului ecomarketing.
Recomandarea bibliografiei minimale pentru a putea participa la dezbateri: Story of Stuff, 2007 https://www.youtube.com/watch?v=9GorqroigqM The power of green: http://www.nytimes.com/video/magazine/1194817107532/the-
power-of-green.html Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green
Journal, 1(2). Kinoti, M. W. (2011). Green marketing intervention strategies and sustainable
development: A conceptual paper. International Journal of Business and Social Science, 2(23), 263.
Green Marketing in a Unified Europe - De Alma T Mintu-Wimsatt,Hector R Lozada Mirela Stoian, Ecomarketing, ASE,
http://www.biblioteca-digitala.ase.ro/biblioteca/carte2.asp?id=171&idb=
3.
S3Companii care
practică ecomarketing
1. Vizionare video - discutii2. Dati exemple de alte campanii verzi3. Rezumati cele 2 articole in scris in
maxim 1 pagina fiecare.4. Discutati articolul „Top 10 green
marketing campaigns”
Aplicatii ecomarketing
Recomandarea bibliografiei minimale pentru a putea participa la dezbateri:Nissan – masini ecologice: https://www.youtube.com/watch?v=FAUEXFGZZs8&list=PLA4J_leJI9PuNHs6IdRrBKSmU6qiVbpvE&index=3Starbucks - http://ibrandstudio.com/articles/starbucks-green-marketing-campaignUnilever's 5 Levers for Change: https://www.youtube.com/watch?v=jEaGM8kDac4Sustainability at Unilever - The Value Chain: https://www.youtube.com/watch?v=cpYhgqPRivwUnilever – protejare paduri: https://www.youtube.com/watch?v=7q6SLgcSOlc&index=9&list=PLA4J_leJI9PuNHs6IdRrBKSmU6qiVbpvEGreen Marketing – Case studies of companies implementing towardsGreen RevolutionBoztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5-21.Top 10 Green Marketing Campaigns: http://ecopreneurist.com/2011/10/26/top-10-green-marketing-campaigns/
4. S4Avantaje
ecomarketing
Discuții:1. Vizionare video2. Prezentati avantajele
Recomandarea bibliografiei minimale pentru a putea participa la dezbateri:7 green marketing advantages: http://ibrandstudio.com/articles/7-green-marketing-advantages
siEtica în
marketing
ecomarketingului.3. Prezentati dezavantajele si aspectele
negative ale ecomarketingului.4. Rezumati articolul in scris in maxim
1 pagina.5. Ce reprezinta etica in marketing?
6. Discutati temele „Who killed the electric car?”, „Topul celor mai "verzi" companii din Romania 2012” si „How Green is the High Street?”
Aplicatii ecomarketing
How Starbucks uses green marketing for growing its brand http://ibrandstudio.com/articles/starbucks-green-marketing-campaignPolonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.Who killed the electric car? https://www.youtube.com/watch?v=h85IT8hadykTopul celor mai "verzi" companii din Romania 2012: http://www.responsabilitatesociala.ro/stiri-csr/topul-celor-mai-verzi-companii-din-romania.htmlHow Green is the High Street? Business Ethics or Marketing and Profit Driven? https://www.youtube.com/watch?v=8ouKiOz2vWEMcDonald: https://www.youtube.com/watch?v=xRaKPW1tYt0
5.
S5Agricultura ecologică si
ecomarketingul
1. Discutii film „The truth about your food”
2. Care este pozitionarea UE vizavi de siguranta si securitatea alimentara?
3. Cum poti deveni un producator de produse agroalimentare ecologice?
4. Care este diferenta dintre produse tradiţionale şi produse ecologice?
Aplicatii ecomarketing
Recomandarea bibliografiei minimale pentru a putea participa la dezbateri:The truth about your food https://www.youtube.com/watch?v=2Oq24hITFTYHow to become an organic producer in the EU? http://ec.europa.eu/agriculture/organic/eu-funding/how-to-become-an-organic-producer/index_en.htmEU Organic Logo 2012: https://www.youtube.com/watch?v=J3aBSi7l4xsOrganic milk vs. Conventional: https://www.youtube.com/watch?v=2XyyQ1YXCz0Produse tradiţionale şi produse ecologice – diferente: http://romania.panda.org/ce_facem/economie_verde/prod_traditionale_ecologice/prod_traditionale_ecologice/Facts and figures on organic agriculture in the European Union
6. Prezentare proiecte si concurs Discuții
7.Finalizarea
activității de seminar
Aprecierea participării studenților la activitatea de seminarComunicarea punctajelor finale aferente activității de seminar
Bibliografie suplimentara:
1. Mirela Stoian, Ecomarketing, ASE, http://www.biblioteca-digitala.ase.ro/biblioteca/carte2.asp?id=171&idb=2. Green Marketing in a Unified Europe - De Alma T Mintu-Wimsatt,Hector R Lozada3. Winston, W., & Mintu-Wimsatt, A. T. (2013). Environmental marketing: strategies, practice, theory, and research. Routledge.4. Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green marketing-emerging dimensions. Journal of Business
Excellence, 2(1), 18.5. Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-
1319.6. Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia. Procedia-Social and
Behavioral Sciences, 172, 463-470.7. Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of
Business Research, 66(10), 1709-1715.8. Siriwardena, S., Hunt, G., Teisl, M. F., & Noblet, C. L. (2012). Effective environmental marketing of green cars: A nested-logit approach.
Transportation Research Part D: Transport and Environment, 17(3), 237-242.9. Eco-Leadership - The business case for green marketing, Anna Clark - http://www.greenbiz.com/blog/2012/07/18/green-marketing-
beyond-consumers10. Yale on Sustainability: Case Studies Highlight Green Marketing Challenges - http://brandchannel.com/2015/06/24/yale-marketing-
challenges-062415/11. Dasani: https://www.youtube.com/watch?v=8i1Op-sw62U&index=6&list=PLA4J_leJI9PuNHs6IdRrBKSmU6qiVbpvE12. Story of bottled water https://www.youtube.com/watch?v=Se12y9hSOM013. Green Brands & Their Value Propositions: https://www.youtube.com/watch?v=uGrhVnmBGHY14. Greenwashing: Busting "eco" labels: https://www.youtube.com/watch?v=nys5TaGGkRk15. Starbucks changes: https://www.youtube.com/watch?v=pIeBBbAbQyA16. Nissan – masini ecologice: https://www.youtube.com/watch?
v=FAUEXFGZZs8&list=PLA4J_leJI9PuNHs6IdRrBKSmU6qiVbpvE&index=317. Greenwashing – camuflaj verde sau spalarea brandului: http://www.ecomagazin.ro/greenwashing-camuflaj-verde-sau-spalarea-brandului/18. http://www.biz.konicaminolta.com/environment/greenactivities/green_marketing.html19. http://www.responsabilitatesociala.ro/stiri-csr/cosmote-deruleaza-a-sasea-editie-a-programului-green-office.html20. http://www.hbs.edu/environment/cases-and-publications/Pages/topic.aspx?topicId=721. Exemple siteuri companii romanesti – responsabilitate sociala : http://www.responsabilitatesociala.ro/companii/petrom.html22. Does "Green" Marketing Really Work? - https://www.youtube.com/watch?v=oDcfnTR5YxU
Structura punctaj:
1. Participare și prezență seminar 1 p
2. Elaborare, redactare și prezentare a unui
proiect privind Strategia de promovare a
Facultăţii de Economie Agroalimentară și a
Mediului
2p
3. Test 1p
Total seminar 4 p
Structura proiectStrategia de promovare a Facultăţii de Economie Agroalimentară și a Mediului
Introducere
Capitolul I. Macromediul
Capitolul II. Micromediul
Capitolul III. Analiza SWOT a situaţiei actuale
Capitolul IV. Strategia de promovare a facultăţii de Economie Agroalimentară şi a Mediului
Concluzii
Succes in acest an universitar!
Lector Raluca LadaruDrd. Alina Zaharia