Problem: As today is Earth Day, and many companies seem to be "going green" these days, I thought we'd look into this matter from a marketing perspective. Therefore, consider the following hypothetical situation:
Tiffin University is considering "going green" by making major updates to its campus to attract students that are concerned with environmental issues. It's been estimated that the proposed "environmentally friendly" changes will cost the school approximately $1.8 million dollars (installing solar panels on dormitories and classroom buildings, dealing with waste in environmentally friendly ways, internal education programs, etc.). (focusing on the main campus), would you recommend that Tiffin University proceed with the proposed plans of "going green"? Why or why not?