Introduction to Sustainable Marketing

Businesses around the globe are waking up to the importance of sustainability. This course frames marketing in the context of a more sustainable world and challenges marketing students to think differently about marketing to transform the discipline into a force for good with a zero-tolerance approach to greenwashing and purpose-washing. To do this, marketers need to adapt and be more socially and environmentally conscious. This course provides foundational knowledge about current sustainability challenges, explores the principles and practices of sustainable marketing, and examines how to effectively integrate sustainability into the marketing mix to create a more sustainable marketing plan. 

Upon successful completion of this course, the student will be able to: 

• Describe sustainable marketing concepts and definitions and explain how sustainable marketing integrates with conventional marketing practices
• Utilize critical thinking skills to assess authentic sustainable marketing practices, adopt a zero-tolerance approach to greenwashing and purpose-washing, and emphasize the importance of transparency and credibility in marketing communication
• Explain the role of the 3Ps (People, Planet and Profit), Corporate Social Responsibility (CSR); Environmental, Social, and Corporate Governance (ESG); Sustainable Development Goals (SDGs), Global Reporting Initiative (GRI) and other marketing and business certifications such as B Corporation Certification, 1% for the Planet, Energy Star, Free trade etc

You will learn the terminology, concepts, and strategies that businesses use to incorporate sustainability principles into marketing concepts across product development; pricing strategies; distribution channel selection; and promotional efforts. These principles apply to multiple sectors of the new economy and integrate well with other training related to energy security and sustainability. 

• Sustainable Event Management Operations