26 August 2022
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, greenwashing 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.
Marcus Bartelt (M.A.)
The course is designed for current university students and working professionals ideally with a basic knowledge in marketing and in sustainability. Basic knowledge in these fields would be appreciated.
Understanding green marketing techniques and best practices
Understanding the difference between CSR and Green Marketing
Using green marketing tools for own projects
EUR 950: 950 euros for students and 1460 euros for working professionals