Sustainable Marketing and Branding

Catalog description

The course teaches the skills and strategies that are necessary to re-align the purpose of marketing, to support long-term wellbeing for all people and planet. Over seven weeks, students will learn how to inspire and reignite the potential for brands to enable positive change. They will also gain a heightened awareness of both marketing's physical impact on people and the environment and its capacity to influence human behaviors and identities and engage in challenging discussions on issues such as growth, greenwashing and consumption. At the end of the course students are able to understand the key elements of developing a successful marketing strategy and branding approach for a sustainable market offering. The course also reviews global trends and issues that influence sustainable product success. Prerequisite(s): MAR 5740 ; and IDS 5404 or IDS 5420 .