The Sustainable Marketer - 7 hours

Designed for Marketers at all levels. Whilst sustainability isn't usually the direct remit of Marketing, it's important that Marketers are educated and aware of the fast changing landscape and have the skills to support the organisations they lead or work within. The introductory landscape modules on this course bring Marketers up to speed with areas their organisations may already have made commitments to, ensuring Marketers are educated, aware and ready to support sustainable agendas.‍ You’ll consider the role marketing has played in driving behaviours, convenience, waste and consumption, and how marketing can use its skills, creativity and influence as a force for good. You’ll be diving into the practicalities of taking a more responsible 'greener' approach to digital marketing and other types of marketing activity beyond digital. You’ll also looks at a traditional marketing model and apply a Sustainable Marketing lens, raising a new set of questions and responsibilities for Marketers to consider. Exploring regulation and building the business case for sustainability as well as the measurements and metrics, this course covers a broad range of what you need to know to be an effective sustainable marketer.

10 Modules

Module 1

The Changing Sustainability Landscape - Part 1

• An introduction to the changing operating environment.

• Understanding Net Zero and The Paris Agreement.

• Understanding Corporate Social Responsibility (CSR) and ESG (Environmental, Social, Governance).

Module 2

The Changing Sustainability Landscape - Part 2

• An introduction to the Circular Economy.

• Understanding the United Nation Sustainable Development Goals (UN SDGs).

• An overview of the Green Claims Code, Carbon Literacy and the BCorp movement.

Module 3

The Role Marketing Plays

• Exploring how marketing focuses both internally and externally.

• Considering both the needs of the organisation and key stakeholders.

• Considering the key pillars of marketing - purpose, strategy and communication.

Module 4

Greening your Marketing (Digital)

• The practicalities of taking a more responsible approach to digital marketing.

• Understanding the carbon impact of digital marketing

• Exploring examples of organisations communicating sustainability well.

Module 5

Greening your Marketing (Beyond Digital)

• Considering the practicalities of taking a more responsible approach to other types of marketing activity.

• Understanding the impact of Events from a carbon perspective.

• Exploring circularity and partnerships and how they enable Marketers to support a more sustainable marketing agenda.

Module 6

Rethinking the 7Ps of Marketing

• Taking a traditional marketing model and apply a sustainable marketing lens.

• Raising a new set of questions and responsibilities for Marketers to consider.

• Supporting Marketers in implementing sustainable marketing.

• Examples of how to engage key stakeholders and other parts of the organisation.

Module 7

Greenwashing - The Basics that Marketers Need to Know

• Exploring the regulation around green claims.

• Case studies, recent cases and practical exercises for you to consider.

• Sign posting you to a range of resources to find out more.