Marketing Sustainability

This course offers an introduction to green building marketing. Students will be introduced to the current market for green buildings. Several methods for making the business case for building green will be examined. The course will introduce marketing concepts for professional service firms, including architects and designers, engineers and contractors. We will study a variety of means of differentiating a firm in this growth market, including networking, partnering, positioning and promotion. The course will examIne the concept of branding for individuals and firms. Finally, we will discuss the importance of documentation of sustainability performance to support the marketing of green leadership.