Berlin, Germany

Introduction to Green Marketing

online course
when 27 June 2022 - 15 July 2022
language English
duration 3 weeks
credits 3 EC
fee EUR 720

Today, “green” means much more than just sustainable. “Green” is fair, social, organic, eco, seasonal, responsible and so on. And “green" is not just a question of communication. To operate sustainably means to act differently than before in the planning of the production process: starting with the question of the origin of the raw materials and their degradation conditions through the climate effects of the transport up to the own production.
In this course, students get an introduction to “green thinking”. The focus is on the four big Ps of marketing:
P-roduct: responsibility for suppliers, production processes, green techniques, waste recycling
P-rice: Does green have to be more expensive? New pricing models for sustainable business.
P-lacement: Optimization of your own logistics, green packaging, recycling, upcycling, downcycling
Promotion: Sustainability cannot just be lip service, transparency in communication, green washing vs green marketing
if possible
Using selected best cases, we will take a look at which solution approaches have been implemented well or poorly so far.

Course leader

Marcus Bartelt

Target group

This course is open to any student, working professional or interested person in sustainability and marketing. Basic knowledge in these fields would be appreciated but are not a must.

Course aim

- understanding green marketing techniques und best practices
- understanding the difference between CSR and Green Marketing
- using green marketing tools for own projects

Credits info

3 EC

Fee info

EUR 720: 720 EUR for students
EUR 1120: 1120 EUR for working professionals