Marketing Strategies for Sustainability

MKTG 384/474 Professor Wendy Wilhelm Spring 2017 PH 327; 650-4816 TR 10-12 PM in AH018 Wendy.Wilhelm@wwu.edu Website: http://faculty.wwu.edu/bryce Office Hours: TR 4-6 PM and

Wed. 11-1 PM or by appointment

Course Objectives (see table on p. 2): This course will provide students with skills for developing and marketing a sustainable product. It will cover key concepts and tools related to marketing mix decisions such as design-for-environment, pricing based on full cost accounting, greening of the supply chain, and life cycle impact assessment. We will discuss marketing strategy development within the context of a “triple bottom line” approach that places equal emphasis on the objectives of economic stewardship (valuing financial continuity over profit), environmental/ecological stewardship (maintenance and renewal of natural capital), and social stewardship (equitable distribution of resources, human and community well-being). Required Reading Materials:

1. The New Rules of Green Marketing, Jacquelyn Ottman, Berrett-Koehler Publishers, Inc http://www.greenmarketing.com/our-book/

2. Okala Practitioner, IDSA http://www.okala.net/

3. Green Giants: How Smart Companies Turn Sustainability into Billion-Dollar Businesses, E. Freya Williams, AMA press. http://www.greengiantsbook.com/

4. Sustainable Minds Life Cycle Assessment (LCA Software (cloud-based; $50/6 months):

https://app.sustainableminds.com/purchase_plan. Bringing a life-cycle mindset to product design.

Coursework: Ecological Footprint Reduction and Blog: see Appendix 1 Current Events and Blog. Each week you will be responsible for finding a current article or marketing campaign related to the course material and including the campaign and your analysis of it in your blog. Make sure and identify the source of your information. I will call on individuals each week to discuss their article/campaign, and I also encourage each of you to share your findings with the class on a voluntary basis. You will need to post at least one blog a week on current events (10 current events posts in total) and additional posts on your progress toward meeting your EF goals. Group Project. Sustainable Minds, Life Cycle Impact Analysis, Benchmark and Compare Baby Wipes Project. Complete project as directed (instructions on SM website). Submit a hard copy write-up that includes (1) what changes you made to the reference product to reduce its impact and why, (2) output graphs for each redesign, compared with the reference output, (3) an explanation/comparison of the outputs so that a lay person could understand what you are talking about, and (4) justification for your final concept. Include a section on designing a closed-loop (circular economy) system for your final concept. Due 6.5 in class – must be in color. If you decide to work in a group (max 2 people), you must complete the group project evaluation form in Appendix 2. Individual Written Assignments (8). There are eight written assignments described throughout the quarter. For each assignment, answer the questions posed and be prepared to discuss them in class. I expect you to incorporate information from the readings for the week into your write-up whenever possible. Assignments should be typed, double-spaced, and comply with any stated length restrictions. Please use the 2-sided option when printing; points may be taken off for 1-sided papers! Do NOT just post your assignment to your blog unless indicated in the syllabus. Points will also be taken off for misspellings or

grammatical errors. Each assignment must be turned in during the class period in which it is due. No late assignments will be accepted. Note: several of these assignments require preparation, so make sure and check the course schedule well in advance of class. In-Class Activities (ICA). There are several different ICA each week. All are listed in the Course Schedule and assume that the assigned readings and websites have been completed prior to class. Several of the in-class activities require additional preparation, so make sure and check the course schedule well in advance of class. NOTE: Discussion Guide for Green Giants w/questions is on my website. Participation and Attendance. I plan to call on each student at least 4 times to discuss the (1) readings, (2) in-class activities, (3) your news article/campaign (based on your blog entry), (4) your progress toward reducing your personal ecological footprint, and (5) written assignments. I will utilize “sampling w/replacement” wh ich means that you could be called on during two consecutive class periods. Participation at other times is, of course, encouraged! Attendance will also be taken on occasion (when you least expect it!). I encourage each of you to bring in current examples of good (or bad) green marketing, sustainable product introductions or anything else you find interesting and relevant and wish to share with us. Grading (out of 1,000 points) Ecological Footprint Reduction (2 @ 50 points) 100 Current Events (Blog) (10 @ 20 points) 100 LCA Project: 150 Individual Written Assignments (8 @ 50 points) 400 ICA/Participation/Attendance 250 Called on: 5 times @ 40 pts each Attendance: 2 times @ 25 pts each

Course Objectives/Learning Outcomes and Assessment Methods

Objective/Learning Outcome Learning and Assessment Methods

Knowledge of key concepts and terminology, awareness of global trends toward sustainability; understanding of the triple bottom line approach to setting corporate objectives (includes ethics/social

justice issues)

In-Class and Written Assignments; Case Analyses; Blog

Awareness of how the Anthropocene Age is impacting the planet. Assessment of personal ecological footprint and behavioral strategies for reducing it; ability to create a professional blog for sharing reduction progress Ability to develop marketing strategies for sustainability, including product-service, pricing, supply chain and communication strategies (e.g., LCA, biomimicry, design-for-environment, eco-labeling). Knowledge of laws, regulations and pending legislation impacting strategy options. Understanding of Sustainability Reporting Metrics and importance of setting measurable goals for sustainability initiatives and internalizing product costs related to environmental and social impacts (full cost accounting) Ability to segment a market using several different “green consumer” classification systems Development of written and oral communication skills

In-Class Assignments; Case Analyses; Ecological Footprint Analysis; Blog

In-Class and Written Assignments; Case Analyses; new product development exercise; Project

In-Class and Written Assignments; Case Analyses; Guest Speaker

In-Class Segmentation exercise; In-class and Written Assignments

LCA Project; Blog sharing; In-Class and Written Assignments

Date Topic Readings/Links Assignments ICAs

1.

3.28 &

3.30 &

4.4

Introduction

Green Giants, Introduction

Circular Economy Overview

CE Case Studies

http://www.stuffstr.com/

Okala, Ecodesign

Green Giants, Ch. 1, The Iconoclastic Leader

r

State of the Profession 2016 (SOP)

GreenBiz Jobs

State of Green Business 2017 (on Canvas under Files)

2016 Greenbiz 30-under-30

30-under-30 career success secrets (FYI)

ICA1a: Make the business case for sustainability, based on your reading: how would you persuade a CMO to take sustainability seriously (be specific, include company examples to support your argument). What are the six common factors to GG that account for their success? [Due 3.30]

ICA1b: (1) Peruse the website on the circular economy (CE) and read the Overview + case studies at a minimum: What is the “circular economy” (concepts, principles, characteristics, CE system diagram)?; (2) How does Stuffstr represent a CE business?; (3) What is eco-design (Okala) and how does it relate to CE ? [Due 3.30]

ICA1c: Green Giants, see Discussion Guide on my website; answer the questions [Due 4.4]

ICA1d: What do you see as the key take-aways from the latest SOP report? Now search for sustainability related jobs - what kinds of entry level positions are there? What skills do you need to learn to enter the sustainable business field? What would be your ideal career path in sustainable business/marketing? [Due 4.4].

Written Assignment #1: What are the top 10 trends in green business, according to the 2017 Green Business Report? Make sure you explain the key components of each trend and give a company example. Who are the corporate leaders in green business – are the GG among them? Peruse the “30 under 30” list and select one or two individuals/job titles/firms that interest you the most; be ready to discuss. [Due 4.4 in class]

Ecological Footprint Reduction & Blog Assignment: see Appendix 1. Be prepared to discuss the Readings – what does the EF measure? What is overshoot? Possible sources for blog posts: greenbiz, treehugger, Grist, Triple Pundit, blog links on SM [Due 4.4]

Date Topic Readings/Links Assignments ICAs

2.

4.6 &

4.11

Environmental and

Social Impacts

Okala, Chapter 13

Pollution in WA (goodguide)

Climate Change Update: Fall 2014 IPCC Report

GIS Storymaps

Water Scarcity

POW (snow)

Green Giants, Ch. 2, Disruptive Innovation

Solar City

Solar Stats

Puget Sound Energy

Video: Story of Cosmetics

Okala, Chapter 15

EPA Chemical Information Database

CDC Toxic Substances Database

Chemical Fact Sheets (CDC)

Chemical Footprint Project (CFP)

ICA 2a: Which of the environmental impact categories listed in Okala (pp. 54-57) are of greatest concern where we live in the Pacific Northwest? What kinds of pollutants are found in your region? What are the key findings from the latest IPCC report? Choose a particular Storymap that illustrates trends in one of the Okala impact categories and summarize its findings. Of particular urgency are water shortages and snow pack declines – check out the links and be ready to discuss. [Due 4.6]

ICA2b Green Giants: See Discussion Guide [Due 4.6]

ICA2c CASE: What is SolarCity’s business model for residential customers (i.e., how does it work?) Next, identify key trends in the solar power industry: what is driving growth? Last, check the Puget Sound Energy website – is it easy to find the link that tells you how to switch to green electricity? How expensive would it be for you to switch to 100% renewables? What mix of renewables does PSE use? What is the overall energy mix? What do you think of PSE’s marketing campaign to encourage green power purchasing? [Due 4.11]

Written Assignment #2: Watch the video, Story of Cosmetics. Then, select one of your frequently used personal care products (e.g., shampoo, lotion), and read and make a list of the ingredients label. Now research that product on the Environmental Working Group’s online database of chemical safety information (http://www.ewg.org/skindeep/), and check to see if any of the ingredients are mentioned in Okala, Ch 15. Pick an ingredient and do more research on it using the links given. Will you continue to use this product? Could you eliminate this product from your personal care ritual? If not, could you meet the same need by substituting a service or another non-toxic product for the original? Write up your findings and any actions you plan to take in light of them and post them on your blog. Finally, what is the CFP and what is its purpose? Does it go far enough in addressing your concerns about chemical ingredients? [Due 4.11 - no hard copy required. Include citations for sources!]

Date Topic Readings/Links Assignments ICAs

3.

4.13 &

4.18

Buyer Behavior and

Segmentation

Ottman, Ch. 2, We are all green consumers

millennials video 2015 nielson

Millennials

Millennials 2

Green Giants, Ch.5, Mainstream Appeal

UN Sustainable Development Goals (SDG):

Doing Business w/the Poor

Microfinance: http://www.kiva.org/

Sharing Economy Trends

TED video: Rachel Botsman

CC firms

Be ready to share your blog with your classmates and tell us how you are doing with your footprint reduction efforts!

ICA3a: According to Ottman, why is it so difficult to convince individuals in the U.S. to “go green?” What are the main barriers to green purchasing? What is the demographic profile of each of the NMI segments? Do millennials care about the environment/social justice? What is important to them (you)? How can we engage millennials and persuade them to change their consumption habits? [Due 4.13]

ICA3b: Green Giants. See Discussion Guide. [Due 4.13]

ICA3c: Meeting Needs at the Base of the Pyramid (BOP) What are the SDG? Provide a list of the specific, measurable goals in each category. What are the business opportunities for doing business with the poor? What is Kiva’s microfinance model (How it works)? Which of the SDGs does this organization target ( social performance)? Who is the target market (Labs)? What is Kiva Zip? Check out the Kiva Zip entrepreneurs looking for $ - select one you think is deserving and describe the business model and why you think it has a USSP (Unique Sustainability Selling Proposition). [Due 4.18]

Written Assignment # 3: Read about trends in the Sharing Economy and watch the Collaborative Consumption (CC) TED talk by Rachel Botsman. Choose one of the CC firms on collaborativeconsumption.com and explore its website. What is the product/service? What kind of behavior change is it promoting? Briefly summarize the pros and cons of CC in general from a consumer perspective, incorporating the readings for this week. Which NMI segment(s) would be the best target? Justify. [Due 4.18]

Date Topic Readings/Links Assignments ICAs

4.

4.20

& 4.25

& 4.27

Objectives, Metrics and Strategies

Green Giants, Ch. 3, A Higher Purpose

The B Team; B Corp; Benefit Corporation

Global Reporting Initiative;

GRI Disclosure Database

Puma EP&L Account

Ottman, Ch. 3

Method

Green Giants, Ch. 4, Built In, Not Bolted On

Natura's 2015 Annual Report

Unilever Sustainable Living Plan

Sustainable Minds (SM): sign-in>Learning

Center>Ecodesign and LCA

Demo Videos, videos #1 and #2 and #3

SM: Users’ Guide + Demo Video #4, Interpreting

Results

Watch the Big Pivot TED talk: Andrew Winston

Read the “about” and “analyses” sections

of the Goals Database

ICA4a: Green Giants. See Discussion Guide. [Due 4.20]

ICA4b: What is sustainability reporting? What is the Global Reporting Initiative? Find Puma in the disclosure database and review their latest annual + sustainability report (Puma Training 2015; under Company Overview, click on Sustainability). What are some of this firm’s specific environmental and social goals and metrics? What is an EP&L Account, pioneered by Puma [Due 4.20]

ICA4c CASE: Method, Ottman, pp. 48-55. Method has embraced sustainability metrics and 3rd party certification as a means of increasing credibility among stakeholders. Do some research and find out what the following mean: EPA’s DfE label and Cradle to Cradle (C2C) certification. Next, update the case by exploring the website. How well does Method address the “new green marketing paradigm” depicted in Fig. 3.1, p. 46 and her “seven strategies for green marketing” on p. 47?. For fun: check out Method’s Facebook page – effective? [Due 4.25]

ICA4d: Green Giants. See Discussion Guide. [Due 4.25]

ICA4e: Sustainable Minds: Read about eco-design and LCA and view the Demo videos - then check out the software/website yourself. Define Life Cycle Assessment (LCA) and the process of conducting a LCA study. What is a “reference” product? Browse the SM2013 dataset (must log in first) -- check out the tabs for materials, processes, use, end-of-life and transportation. What kinds of data are provided under each lifecycle category? NOTE: specific info about materials, processes, etc. can be found under SM: sign-in>Learning Center>SM2013 Impact Assessment Methodology. [Due 4/27]

Read over the Users’ Guide and make sure you understand how to interpret the various outputs. We will be completing the Toaster project next week so make sure you understand the software!! [Due 4.27]

Written Assignment #4: What is the “big pivot?” What are the key mega challenges Winston identifies? Select a couple of companies (e.g., Starbucks, Unilever, others he mentions) and examine their stated sustainability goals in light of the categories of goals that Winston mentions (see “what’s included “on the “about” page). Find a set of good goals and bad goals – what makes for a good goal according to your Winston readings? Highlight one company with good goals and one with bad goals. What ompany(ies) were you surprised to see on the list of firms with NO sustainability goals (as of 2016). [Due 4.27]

Date Topic Readings/Links Assignments ICAs

5.

5.2 &

5.4 &

5.9

Product Strategy

Ottman, Ch, 4, Designing greener products and Ch. 5, Innovate for sustainability

http://www.nikeresponsibility.com/

2016 Green Design Challenge Winners

FYI: LAUNCH: http://www.launch.org/ Innovation Network (Nike, NASA, U.S. State Dept., USAID)

Okala, Chs 1 and. 2 and Ch. 4 and Ch. 5;

Sustainable Minds (SM): Toaster project. SM: LCA Users' Guide, Overview, Assessment, Step 1: Setting up a Project

SM Demo Videos

SM homepage, Get Started w/Example Project

Explore Biomimicry websites: http://biomimicry.net/about/biomimicry/case-examples/ and

http://www.asknature.org

Explore Bullitt Center Seattle

FYI: Biomaterials Reach Tipping Point

Re-evaluate your EF reduction goals and strategies. Can you do more to reduce your footprint? Have you been achieving your initial goals? Develop at least one new goal, post it on your blog, and be ready to share it with classmates. [Due 5.2]

ICA5a CASE: Nike. Of the 15 strategies for sustainable product design the author lists on p. 63, which have been incorporated into the design process for Nike flyknit? What specific sustainability innovations is Nike working on (see Green Giants also)? What is the difference between eco-design and eco-innovation? What are the five strategies for eco-innovation and an example of each from the 2016 Green Design Challenge Winners? [Due 5.2]

ICA5b: Download the Ecodesign Strategy Wheel. Bring Okala book to class and be ready to discuss! [Due 5.2]

ICA5c: Computer Lab. Work through the Toaster project, coming up with one design that reduces its ecological footprint relevant to the reference product. Make sure you understand how to read the output!! NOTE: the Users’ Guide might be very helpful!!! You will log on to SM and share your results with the class on 5.9. NOTE: you may post the output to your blog and discuss if you wish! [Meet in Lab on 5.4]

ICA5d: What is biomimicry? How is it useful in product design? What are some examples of products inspired by nature? What do you think the potential is for biomimicry-related principles to create breakthrough products? What is the Bullitt Center and how does it use biomimicry? [Due 5.9]

Written Assignment #5: Visit this link: http://www.asknature.org/aof/browse# (hit “Expand All”) and check out the taxonomy and examples. Come up with a new or improved product concept based on your research on different biological forms. Include source/citation info. Submit a written & visual description of the product with an explanation of how you used biological design as a model for your product concept. Be creative and imaginative – you don’t need to worry about the technical specifications here, we are at the “product concept” stage! [Due 5.9]

Date Topic Readings/Links Assignments ICAs

6.

5.11 & 5.16

Distribution

and Supply Chain

Strategy

Life Cycle Impact Assessment (LCA): Okala, chapter 14 (read first) + Chapters 9-12

Sustainable Minds

ICA6a: Okala. Prepare Beforehand: OED, p. 50: we will conduct a LCA for a baseline/reference product in-class, using the LCA chart on p. 49. Make sure and complete readings before class! Bring Okala Guide to Class on Thursday!

[Due 5.11]

ICA6b: Computer Lab: SM Surgical Gown Redesign Project. We will design a new gown by making changes to the existing reference concept to reduce its CO2 impact. Make sure you have imported the gown BOM and set up the reference concept before class! [Meet in lab on 5.16]

Written Assignment #6 SM: Life Cycle Impact Analysis, Gown Redesign Project. Complete project as directed. Submit a hard copy write-up that includes (1) what changes you made to the reference product to reduce its impact and why, (2) output graphs for each redesign, compared with the reference output, and (3) an explanation/comparison of the outputs so that a lay person could understand what you are talking about! Remember: goal is to reduce CO2 impacts. Make sure you include output graphs/tables in color by (1) inputs, (2) lifecycle stage, and (3) env. Impacts. [Due in class on Thursday, 5.18]

7.

5.18

Pricing

True Price TED talk

Pricing Water in an Age of Resource Scarcity

Watch the video – what is true cost accounting? Why are “cheap” products not really so cheap? What is missing in the calculations of product cost/price? How can pricing strategies change water consumption behavior? What is tiered pricing?

Date Topic Readings/Links Assignments ICAs

8.

5.23 &

5.25 & 5.30

Marketing Communicat

ions

Green Giants, Ch. 6, A New Behavioral Contract

Ottman, Ch. 6, Communicating sustainability with impact

Ottman, Ch. 7, Establishing credibility and avoiding greenwash

Inside Patagonia

FTC Environmental Claims Guidelines:

http://www.business.ftc.gov/documents/environmental-claims-summary-green-guides

EcoLabel Index

FDA Definition of Natural

EPEAT eco-label

Criteria for EPEAT

ICA8a: Green Giants. See Discussion Guide [Due 5.23]

ICA8b: Ottman. Review Ottman/s fundamentals of good green marketing (p. 110-111). Now map them to her 6 strategies for sustainable marketing communication. Next, using the GG firm you chose, review what the firm is doing re the 6 strategies. [Due 5.23]

ICA8c: Ottman. What are the 5 strategies for establishing credibility for sustainable branding? What are specific examples of each strategy? Do you think we can persuade marketers to “promote responsible consumption?” [Due 5.25]

ICA8d: CASE: Patagonia. Peruse the website and make a list of the specific sustainability initiatives Patagonia is involved in. How is Patagonia establishing credibility and avoiding greenwashing (see Ottman for criteria)? How do they promote responsible consumption? [Due 5.25]

ICA8e: Read over the FTC environmental claims guidelines – what is legal when it comes to making environmental claims? What does the FTC have to say about eco-seals? On the EcoLabel Index site, what is the difference between the Forest Stewardship Council and the Sustainable Forestry Initiative? What is the Green Seal? What does “USDA organic” mean? “natural?” Which eco-labels work best, according to Ottman, Ch. 7? What are some of the current problems with eco-labels, based on your reading? [Due 5.30]

Written Assignment #7: What does the EPEAT eco-label stand for? What are the criteria/standards for receiving an EPEAT certification? What do you think of their logo from a branding/communications perspective? Does it meet the requirements for a good eco-label, based on your Ottman readings? Why or why not? Redesign the eco-label (you can also modify the EPEAT acronym) and come up with an USSP (Unique Sustainability Selling Proposition, e.g. Method, “cleans like a mother”) that conveys to consumers the primary benefits of buying an EPEAT certified laptop/tablet. [Due 5.30]

Date Topic Readings/Links Assignments ICAs

9.

6.1

Integration and

Wrap-Up

Green Giants, Next Billions and The Green Giant Effect

2016 Survey on Millennials

Green Giants, Introduction (review)

The State of Green Business 2016 (review)

ROI of Sustainability (videos)

ICA9a: Green Giants. What is the Green Giant Effect? Who are the Next Billions? Pick one or two of the firms mentioned and check out their websites and sustainability initiatives. Any firms you would like to nominate for next billion status? Are Millennials good target markets for these firms? Support your argument with data from the survey.

In-Class Exercise: What do you think are the most important issues in sustainability marketing that need to be addressed in your lifetime? What should the purpose of a business be – does it exist to make profits or make profits to exist and “do good?”

Written Assignment #8: Review the readings on the business case for sustainability, and select 1-2 videos to watch. Next, assume you are a product manager for (your firm here). You are passionate about making (your product here) more sustainable by (sustainability strategy here, e.g., design for disassembly). Write a persuasive memo (no longer than 3 pages) to the VP of Marketing convincing him/her of the validity and desirability of your idea. In other words, make the business case for sustainability – why should your boss care about sustainability? Use the assigned material to justify your reasoning. [Due 6.1]

10

Mon. 6.5

Final Exam Week

8-10 AM

Attendance Required

Ecological Footprint Re-calculation and Blog: see Appendix 2. [Due in class on 6.5]

LCA Project due in class on 6.5. Be prepared to share with class.

Appendix 1

Ecological Footprint and Blog Footprintnetwork.org

Ecological Footprint Reading/Test Run of Quiz: Review the EF Basics/Science at: http://www.footprintnetwork.org/en/index.php/GFN/page/footprint_basics_overview/ . Be prepared to discuss the reading in detail. Next, do a test run of the EF Quiz at: http://www.footprintnetwork.org/en/index.php/GFN/page/personal_footprint to determine what information you are lacking (e.g., HH electric bill); obtain the information needed. Footprint Calculation: Calculate your formal personal ecological footprint at: http://www.footprintnetwork.org/en/index.php/GFN/page/personal_footprint. Get as close an estimate of the correct answer as you can. Which consumption category contributes the most to your Footprint? Next, commit to at least 3 actions you will take to reduce your EF footprint during the quarter. Explore the “take action” section of the footprint calculator site plus the following websites (and others) to determine which three actions you will take: www.pbjcampaign.org; http://www.goodguide.com ; http://wwf.panda.org/how_you_can_help/live_green/ Finally, post the visual print-out from the Ecological Footprint quiz results (see http://myfootprint.org/en/about_the_quiz/what_it_measures/ for print-out example),

your reduction plans, and a short reflection on them to your blog (see below). Use the ‘Discussions-Blogs’ on Canvas to link your blog to those of your classmates. Progress vis a vis Reduction Commitments: Each student will keep a weekly blog. Use the blog to record progress toward your goals. Think of it as a diary – how difficult is it to stick to your commitments? What are some of the challenges? How do you feel about these EF actions you are taking (resentful, proud, less guilty)? Students will give periodic updates in class on how these efforts are proceeding. Halfway through the quarter, you will re-evaluate your EF reduction actions/commitments and either add new ones or determine to more religiously comply with your existing ones. I expect, at the very least, to see one blog posting per week. Please use www.google.com/blogger to host your blog; blog analytics can be accessed from the “stats” link. Ecological Footprint Re-calculation (end of quarter): You will re-calculate your EF at the end of the quarter, posting on your blog your (1) re-calculated EF, (2) original EF, and (3) a reflection on your efforts. Were you able to achieve the EF reduction goals you set for yourself? Will you be able to continue these practices? Why or why not? Make sure you include on your last blog your (1) new EF calculations, (2) original EF calculations, and (3) answers to the questions above.

Appendix 2 Group Assignment Evaluation Form

MKTG 384/474

You are required to hand this form in to me no later than the date/time of the final exam. Any information that

you provide on this form will be confidential. Please do NOT put your name on this form.

Please take a moment and consider the effort each group member has put into the assignments this quarter. It is important

that any member of the group who did not do his/her share of the work be downgraded accordingly. It is not fair to you

or other group members if a student is given an "A" or a "B" that he/she does not deserve. However, all group members

(except for the affected individual) must agree that this student has not done his/her share of the work (e.g., 2 out of 3

members) before I can downgrade that student. The actual amount by which that student will be downgraded will depend

on the percentages given below. (Note: I will not upgrade individuals who have done more than their share, although I

probably know who you are and will recognize you in other ways!)

I urge you to take this task seriously and to be honest about each member's contribution to the assignments.

Please list your group members (other than yourself) by name below. Indicate what share of the work each member has

contributed to the assignments (less than, equal, more than). Next, attach a percentage contribution to each member to the

best of your ability. For example, in a three member group, equal sharing of the workload would mean that each member

(including yourself) did 33% of the work. Thus, if you feel that a group member has done LESS than his/her share, you

would put down a percentage somewhat less than 33% (for a three member group); the actual percentage will depend on

how much less than his/her share you feel that person contributed.

NAME CONTRIBUTION LEVEL CONTRIBUTION %

(less than, equal, more than)

______________________ ___________________ ______________

______________________ ___________________ ______________

______________________ ___________________ ______________