Excerpt from course description

Sustainable Marketing


Sustainability is today a main topic in business. In an age where man-made climate change threatens the future, and where inequality and armed conflicts remain global problems, customers and other stakeholders expect the business world to take its share of responsibility. It affects business models, innovation and marketing strategy and places new demands on marketers, who must help consumers to change their behavior by informing, guiding and influencing us 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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