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