Ethical And Sustainable Marketing

A solid foundation for communicating with a purpose.

What you'll learn

Understanding the role of sustainability in modern business practices.

Learning how to implement ethical marketing strategies and avoid greenwashing.

Gaining insights into key sustainability frameworks such as GRI, ISO 26000, and the Sustainability Balanced Score Card (SBCD).

Developing a practical marketing strategy that incorporates sustainability.

Requirements

Basic knowledge of marketing is helpful.

Description

The "Ethical and Sustainable Marketing" online course by Dr Philipp Schuster is a comprehensive program designed to help professionals understand and apply ethical marketing principles in the context of sustainability. The course focuses on the integration of sustainability into marketing strategies, covering key areas such as corporate responsibility, ethical communication, and strategies to avoid "greenwashing."Ethical marketing puts people first and must put their decisions under a regime of ethical criteria established in dialogue. The course is designed to convey the knowledge, tools and skills necessary to face this change and to prepare the organization to begin its path towards sustainability.When you make a social responsibility report (rs) or when you commit to the Sustainable Development Goals (SDGs) or perform circular economy (EC) actions you find that a fundamental part of the implementation is communication. Because not all these initiatives are launched to stay in an office, but must scale, flow and expand well beyond the company itself and translate into investment with positive returns. Plan of Ethical Marketing and Communication with Cause must include a map of stakeholders and a work of generating profiles of possible audiences. How do we communicate with them? What goals do I have for each group? What channels are best suited to reach them in the most efficient way? What resources do I have?Key Learning Outcomes:Understanding the role of sustainability in modern business practices.Learning how to implement ethical marketing strategies and avoid greenwashing.Gaining insights into key sustainability frameworks Developing a practical marketing strategy that incorporates sustainability.Who Should Take This Course?Managers, Directors, CSR Managers, Employees, and Marketing Professionals interested in sustainability.Ideal for those working in Corporate Social Responsibility (CSR), Sustainable Development Goals (SDGs), Circular Economy, and similar fields.Course Structure:Sustainable Management: Understanding its importance as a core business competency.Ethical Marketing & Corporate Responsibility: Defining ethical marketing and how it relates to corporate reputation.Sustainability Accounting: Tools for measuring sustainability efforts and performance (GRI, ISO 26000, etc.).Greenwashing: Identifying and avoiding unethical marketing practices.

Overview

Section 1: Welcome to the course

Lecture 1 Welcome to the course and what to expect from the course

Section 2: Introduction

Lecture 2 Sustainable management of the company as a key competence

Section 3: Ethical Marketing and Corporate Responsibility

Lecture 3 What is ethical and sustainable marketing?

Lecture 4 Revised marketing concepts and the 4Ps of sustainable marketing

Section 4: Introduction to Net Zero and Circular Economy

Lecture 5 Introduction to Net Zero and Circular Economy

Lecture 6 The European Green New Deal

Section 5: The Common Good Balance Sheet

Lecture 7 The Common Good Balance Sheet as a regenerative organizational tool

Section 6: Green Washing and how to avoid it

Lecture 8 How to measure your impact and avoid greenwashing?

Section 7: Final Assignment

Managers, Directors, CSR Managers, Employees, and Marketing Professionals interested in sustainability.