Thanks to this Course in Green Marketing You will be able to implement and integrate environmental practices into your business through marketing initiatives. Furthermore, you will have the necessary qualifications to begin developing designs y campaigns businesses with an eco-friendly focus. You’ll learn the basics of marketing that will help you gear your business activities towards the environment, and you’ll discover the reasons behind the need of this type of action and gain an understanding of the current situation. Through this training, you will gain a deeper insight into the consumer “green” and how to achieve it. Become a driving force for sustainable change in the business world, guided by experts in the field.
Sector-specific
Digital Marketing
200 hours
Green Marketing
Digital Marketing
200 hours
Introduction
Objectives
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Purchase basic knowledge on green marketing.
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Create products sustainable.
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Learning to design business strategies environmentally sustainable.
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Knowing how to communicate values through our brand, product and company.
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To find out what the greenwashing.
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To gain a thorough understanding of corporate social responsibility and its application within a business.
Table of Contents
TEACHING UNIT 1. Marketing within Business Strategy
1. The fundamentals of market-oriented management
2. Market analysis
3. The customer relationship as a strategic priority
4. From traditional marketing to the new relationship-based marketing
5. Customer loyalty initiatives as a strategic key to sales management
6. Practical content
7. Definition of the concept of marketing
TEACHING UNIT 2. Conceptualisation of green marketing
1. Definition of Green Marketing
2. Objectives of Green Marketing
3. The rise of the "green" trend"
4. What is "greenwashing"?"
TEACHING UNIT 3. Marketing Planning
1. Sales forecasting techniques
2. Strategic marketing
3. The Marketing Plan
4. Marketing Plan Audit: external and internal control
TEACHING UNIT 4. The Green product
1. The product life cycle
2. How to create a "green" product"
3. The price
4. Eco-friendly products
5. How to spot a fake "green" product"
TEACHING UNIT 5. Accessories, Integrated Product Policy, Eco-labelling and Eco-design
1. Integrated product policy
2. Eco-labelling
3. Regulations and standards to be taken into account
4. Objectives of eco-labelling
5. Types of eco-labelling
6. Examples of eco-labelling
7. The operation and effectiveness of an environmental labelling scheme
8. Legal implications of an environmental labelling scheme
9. Product self-declarations. Type II eco-label
10. Environmental Product Declaration: Type III ecolabel
11. Procedure for carrying out a DAP
12. Eco-design
13. ISO 14006
14. Environmental management measures based on eco-labelling and the Integrated Product Policy
15. Certification and accreditation
TEACHING UNIT 6. Emotional branding and brand personality
1. Brand personality and positioning: how to create an inspiring brand
2. Emotional Corporate Identity: values make a brand desirable from an emotional perspective
3. Brand Visual Identity: logo, shapes, typography and colours
4. The psychology of colour: colours that evoke emotions
TEACHING UNIT 7. The Ethical Values of CSR
1. The Responsible and Sustainable Company: its Ethical Values
2. Values and principles of the traditional company
3. Values and principles of a responsible and sustainable company
TEACHING UNIT 8. The New Model of Responsible and Sustainable Business
1. The Fundamentals of Corporate Social Responsibility
2. Characteristics of a Socially Responsible Company
3. Value Creation
TEACHING UNIT 9. Business and the Environment
1. Businesses and Their Impact on the Environment
2. Environment and Business Dynamics
3. Environmental and Social Responsibility
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