The five course modules cover:

Module 1. The context for change

• Be better able to assess how the demand for sustainability is impacting on your brand and business today.
• Improve your understanding of the new context for marketing and the major drivers of change.
• Gain insights to customers’ ethical motives and the extent of the demand for sustainability.

The 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

• Gain a framework for incorporating sustainable marketing strategy in your organisation.
• Understand the critical success factors of best practice examples from around the world as a foundation for developing your own plans.
• Gain a tool kit for stronger implementation of marketing in the new context of social and environmental concern.

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

• Learn the fundamentals for building a future-proofed brand on shared social and environmental values.
• Gain insights from successful examples of brand reinvention and innovation based on sustainability, which you can implement in your own organization.

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

• Learn how to keep your brand safe from accusations of greenwash.
• Be better equipped to manage brand risk and opportunity in your organization.
• Understand the compliance requirements for making environmental claims in your local market and how they compare internationally.

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

• Equip yourself as a marketer to play a leadership role in this growing wave of business innovation.
• Be prepared for the radical challenge of “net positive impact” in which brands are expected to benefit society and the environment as well as customers and shareholders.

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.