Next start:
27.01.2023

Sustainability Marketing

Solutions to doing better business

Key data

Degree: Certificate of participation
ECTS points: 2
Duration: 2 days
Teaching language: EN
Place: Olten
Price: CHF 1,075

Marketing has made questionable impact upon environmental & social aspects of society due to a fragmentation of how it explains sustainability. This is a barrier not only to knowledge development but, most importantly, for coherent, sustainable action. This course helps you make more coherent sustainability strategies and therefore, more positive impact on the planet and the people who are affected by your business.

Firms are confronted with increasing regulation for the challenges our planet is facing. It is time to adjust course in production and consumption habits. Marketing as a discipline is uniquely poised in offering sustainability answers because of its broad reach. This course introduces the Sustainability Marketing Canvas (SMC) as a solution to more ordered knowledge, action & impact. The focus of the SMC is to help you create holistic strategies, tactical plans, and measurements for your company’s sustainability journey. Our focus moves away from compliance into innovation.

Programme

The goals of this course include:

Understanding the knowledge chaos of sustainability marketing & its solution
Learning what marketing really is: It’s not just sales & advertising!
Mapping a sustainability marketing strategy for your business unit
Reflection on the transfer of strategy into tactics
Knowing how to create more sustainable products & services
Learning where your channels can be more sustainable
Refining potential value propositions for communicating your sustainability promise
Understanding the strengths and weaknesses of having third party certifications
Transforming your work activities from management to stewardship

January 27: Sustainable Products: Planet & People Perspective

Marketing basics
Sustainability problems as systems’ problems
Introducing the Sustainability Marketing Canvas
Answering the question: What is a product?
Introduction to Cradle to Cradle
The Cradle-to-Cradle Journey
Expert speaker

January 28: Sustainable Channels & Communication: Planet & people perspective

Aspects of sustainable channel management
Technologies supporting sustainable channel management
Communicating the sustainability value proposition: A how-to
Third party certifications: Pros and cons
Expert speaker
Peer to Peer meetings: What can I immediately change in my company and what will need more time?