Course Overview

Marketing has traditionally centred around promoting the success of a product or service. Indicators such as sell-through rates used to be the key factor in determining success.  In today’s context, less seems to be more. As consumers become more informed and conscious of sustainability, businesses that actively consider the Triple Bottom Line are now winning customers by meeting their demands and expectations through its sustainability efforts.

This is a foundational course in sustainable/green marketing.  It aims to help marketing and communications executives understand what constitutes sustainable marketing and best practices around green marketing.  They will be equipped to rethink their existing marketing plans and apply the principles from the course to their own corporate marketing plans. They will also be aware of the ethical pitfalls and the approaches to avoid them.