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Online Certificate on Green (Sustainable) Marketing (SA13)


Description
The course provides an overview of key issues and challenges involved in green marketing and it is designed to provide to the participants with the necessary skills in order to implement a successful marketing strategy according to the latest sustainability frameworks and standards.
Content
  • Welcome!
  • Guidance on the Different Modules
  • Course Introduction by Tutor
  • Module 1: Green Marketing Foundations
  • Module 1 Key Points
  • Module 1 Introduction
  • Green Marketing Definition
  • VIDEO: What is Green Marketing?
  • The Scope of Green Marketing
  • Historical Context
  • Importance and Benefits
  • VIDEO: Green Marketing importance and Benefits
  • Green Marketing and Stakeholders
  • Challenges & Limitations
  • Steps to overcome challenges
  • Green marketing for product-based businesses
  • Green marketing for service-based businesses
  • Green marketing for store-front businesses
  • Moldule 1 Suggested Reading
  • Module 1 Quiz
  • Questions?
  • Module 2: Sustainable & Green Branding Strategies
  • Module 2 Key Points
  • Module 2 Introduction
  • Sustainable branding and positioning
  • Brand identity Key Elements
  • Case Study: GreenTech Solutions
  • GreenTech Solutions Case Study Quiz
  • Green marketing strategies
  • Case Study: EcoHome
  • Sustainable packaging
  • Case Study: Gymshark
  • Global Sustainable Packaging Market
  • Green messaging
  • Green messaging - Key Elements
  • Collaborative partnerships
  • Case study: IKEA
  • VIDEO: IKEA - Plant Ball
  • Moldule 2 Suggested Reading
  • Module 2 Quiz
  • Questions?
  • Module 3: Guidelines and Legislation
  • Module 3 Key Points
  • Module 3 Introduction
  • Green marketing guidelines
  • Green marketing guidelines, frameworks & legislation – North America
  • Green marketing guidelines, frameworks & legislation – Europe
  • Green Claims Directive
  • Green marketing certifications – North America
  • Green marketing certifications – Europe
  • Violations of legislation – North America
  • Violations of legislation – Europe
  • Future trends
  • Moldule 3 Suggested Reading
  • Module 3 Quiz
  • Questions?
  • Module 4: How to Avoid Greenwashing
  • Module 4 Key Points
  • Module 4 Introduction
  • Greenwashing
  • VIDEO: A Short Message from the "False Advertising Industry"
  • Green claims and substantiation
  • Greenwashing Case Study: Ryanair
  • Greenwashing Case Study: H&M & Fast Fashion
  • Greenwashing Case Study: Shell
  • Greenwashing Case Study: Keurig
  • VIDEO: Green Police Audi Ad
  • Bluewashing (Social Washing)
  • SDG Washing
  • VIDEO: How to Avoid SDG Washing
  • Signs of Greenwashing & Bluewashing
  • Moldule 4 Suggested Reading
  • Module 4 Quiz
  • Questions?
  • Module 5: Communicating sustainability with impact
  • Module 5 Key Points
  • Module 5 Introduction
  • Responsible Communication in Green Marketing
  • Communicating Corporate Social Responsibility
  • CSR Communication Case Study: Patagonia
  • Communicating Sustainability Reporting
  • ESG Reporting Case Study: Unilever
  • 9 rules to enhance ESG Communications
  • Target Audience
  • Message Design
  • Channel Selection
  • Types of Channels
  • Storytelling
  • Storytelling Case Study: Patagonia
  • Authenticity
  • Authenticity Case Study: The Body Shop
  • VIDEO: An Overview of The Body Shop Green Marketing
  • Evaluation
  • Case study: M&S
  • Moldule 5 Suggested Reading
  • Module 5 Quiz
  • Questions?
  • Final Quiz
  • Final Quiz
  • assignment
  • Assignment
  • Course Evaluation
  • Course Evaluation
Completion rules
  • All units must be completed
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