Course: Sustainable Marketing Online.
Upskill yourself in the world’s first online professional course in sustainable marketing, a collaboration between GoodSense Learning, the NZ Marketing Association and Sustainable Business Network.
Sustainable Marketing Online, which is thought to be the world’s first online professional course on the topic, draws on the best available content and resources internationally.
With Colmar Brunton’s latest research showing that 90% of New Zealand consumers make buying decisions influenced by social or environmental factors, there’s a major opportunity for sustainable businesses to gain a competitive advantage through marketing.
Through ‘Sustainable Marketing Online’ you can better assess how the demand for sustainability is impacting on your brand and business. You will learn the fundamentals for building a future-proofed brand on shared social and environmental values and how to keep your brand safe from accusations of greenwash.
You will also gain a framework for incorporating sustainable marketing strategy in your organisation, a tool kit for implementation and the knowledge to succeed.
- Structured interactive content across 10-12 hours of learning, extensive additional resources and unlimited access for six months.
- Study at your own place whenever you want, wherever you have an internet connection.
- Expertly authored by Course Director and lead-tutor, Kath Dewar, the Sustainable Marketing course includes tutor-marked assessments to give you expert feedback.
The course helps:
- Sustainability managers and CEOs to better manage the risks and opportunities of communicating social and environmental initiatives.
- Marketers to adapt to the growing consumer and commercial concerns about sustainability. Learn how to apply your creativity and communication skills to drive change, for the good of the brands you nurture and the customers you represent.
Five course modules cover:
Module 1. The context for change
This module reviews the history of sustainable and ‘green’ marketing and examines the global evidence that consumers and business-to-business buyers are seeking more socially and environmentally responsible products and services.
Module 2. Marketing's potential
This module reframes the marketing mix as a tool for marketing in the new era of customer concern about social and environmental impacts. It also introduces you to the more advanced John Grant model for Green Marketing. You will gain insights into examples of best practice from around the world and a planning framework you can deploy at work right away.
Module 3. Making your brand an epicentre of change
This module covers the key issues and opportunities in leveraging brand power for good. Discover how to build leadership and love through the ripples you create. This module explores the potential for brands to succeed through advocacy of sustainability or causes, moving beyond product and service promotion, to champion shared values, powered by online reach and social engagement.
Module 4. Marketing's Responsibility
This module looks at the intent and nature of greenwash regulation and the importance of self-management. It examines the potential for brand and category damage from false and misleading claims, using varied examples. Understand the compliance and brand risks of greenwash and how to avoid it.
Module 5. Reinvention
This module examines the emerging area of business operations with a net social and/or environmental impact. It looks at the role of marketers as companies move beyond reducing harm into enhancing the community and environmental conditions in which they operate. Become more prepared for the next wave of sustainability challenge - the move to net positive impacts.
- Cost: $695 + GST
- Register online here.
Kath Dewar is an award-winning Fellow of the Chartered Institute of Marketing. She held senior corporate marketing and agency roles in the UK and New Zealand before founding her own, values-based marketing business, GoodSense. GoodSense has provided sustainable marketing expertise to organisations including the Advertising Standards Authority, Sustainable Business Network and CarboNZero, as well as to dozens of brands.
“I found going through the Sustainable Marketing Online course content fascinating and very enjoyable. The mix of research, case studies, videos and websites made it really engaging and gave me lots of different perspectives. I also really liked the multiple choice and reflection questions as a fun way to embed the key learning points and I see the concept of making brands an ‘Epicentre of Change’ as a particularly powerful way to show the possibilities for marketing to take a lead.”
Nick Jones, Research & Insights Manger – Strategy, People and Reputation, IAG, NZ
"I was amazed by the breadth and depth of the course. Kath delves deep into all areas of green marketing and consistently links theory with real world success and failures. The course information is clear, concise and organised in bite sized chunks, though packed full of features, and easy to work through."
Noel Asre, Renewable Energy Officer, Sustainable Regional Australia
“What I found very useful was that the course in a succinct way draws your attention (with ample examples of those who are doing it right) to the key factors that can influence a change in how we navigate for business success. Modules like “Making your brands an epicentre of change” “Marketing’s responsibility” are great eye openers to those of us who if not already converted on the virtues of sustainable marketing to make this our opportunity to make a difference as professional marketers.
Another bonus is that this course delivers to one of the identified skills for Professional Marketers as per the Chartered Institute of Marketing’s Professional Standards framework ie Reputation, Risk and Compliance. It is filling a much needed gap and a great opportunity for all marketers to make a difference.”
Shuzanah Abdeen, Education Quality Manager, NZ Marketing Association
“I’d highly recommend the Sustainable Marketing Online course to anyone wanting to learn about both the ‘why and the ‘how’ of authentic sustainability marketing. It’s full of interesting case studies from around the world, and a varied mix of up to date written, visual and video content.
The course is easy to access from any device, and you can stop and start as and when you like. At 12 hours, which you can spread across six months, it’s a very manageable workload for busy people. There are some short written assignments, on which you can focus on your own organisation and receive personalised feedback from a course tutor.
I very much enjoyed completing the course and would recommend it to any business or individual wanting to get ahead of the game in sustainable marketing.
Fiona Stephenson, National Communications Manager, Sustainable Business Network