Excerpt from course description

Sustainable marketing


The UN's sustainability goals contribute to a change in the framework conditions in the public and private sector. Requirements for green growth and increased focus on sustainable products and services affect business models, communication and marketing strategies. At the same time, technology and changes in media habits affect the buying journey, and influence the questions and feelings the customer accumulates in the various phases leading up to making a decision. It places new demands on marketing that must help the customer in the green shift, by informing, guiding and influencing, to make more sustainable choices.

Course content

Global challenges, trends and driving forces
UN Sustainability Goals - what do they mean for business?
Sustainable business models and Green strategy
The role of technology in sustainable marketing
Segmentation and market development for sustainable consumption
Sustainability and brand positioning
Marketing in the green shift
Climate communication - barriers and solutions
Message development for legitimacy, increased awareness and commitment
Media strategy - communication platforms and social networks
Ethical issues


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