本課程以永續發展概念為主軸，檢視應用在產品的生產與行銷之各個環節中，形成差異化的策略，並探討該行銷策略如何影響消費者之購買決策。本課程預計培養學生市場行銷與創新思考、環境倫理與社會責任與跨科際溝通與學習之能力。預期學生修畢本課程能達成以下學習目標：
1. 瞭解綠色行銷基本概念與理論，以及綠色行銷與永續發展之關連。
2. 藉由實際案例，熟習永續性的綠色行銷策略與模式。
3. 瞭解綠色行銷的機會、優勢與挑戰，並建立永續發展的創新與批判性思維。

This course takes the concept of sustainable development as the main axis, examines its application in all aspects of product production and marketing, forms differentiated strategies, and explores how this marketing strategy affects consumers' purchasing decisions. This course is expected to cultivate students' abilities in marketing and innovative thinking, environmental ethics and social responsibility, and interdisciplinary communication and learning. Students are expected to achieve the following learning objectives after completing this course:
1. Understand the basic concepts and theories of green marketing, as well as the relationship between green marketing and sustainable development.
2. Familiarize yourself with sustainable green marketing strategies and models through actual cases.
3. Understand the opportunities, advantages and challenges of green marketing, and establish innovation and critical thinking for sustainable development.

教師自行準備教材

Teachers prepare teaching materials themselves