Course Details
Marketing for Sustainable Business
20 Apr 2012
Professional Development
Marketing
The University of Auckland
Room 330, Level 3, Building No 810, 1-11 Short Street, Auckland City
Full Day
8.30am - 4.30pm
8.30am - 4.30pm
$695.00
Includes morning tea, lunch and afternoon tea
Includes morning tea, lunch and afternoon tea
Consumers are demanding the companies they buy from behave in a more ethical and environmentally conscious way. Rapid changes in technology are giving them better information and control of what they buy and who they buy it from.
The rules for marketing green promises are strict in NZ and many businesses break them by mistake. In this one-day course, designed for marketing professionals and anyone interested in targeting green/ethical consumers, you will learn how best to communicate with this growing group of consumers and ensure you comply with New Zealand advertising standards in this area. You will become better equipped to manage the risks and opportunities of this major trend.
This course will cover:
the context for change
green marketing history and scope
does your customer care - the demand for ethics
marketing's responsibility
avoiding the brand risk of greenwash
ASA and Commerce Commission requirements
the risk of greenwaffle
marketing's potential
the John Grant Green Marketing model
using the marketing mix to reduce harm
transparent, credible and relevant communication
the role of advertising
examples
making your brand an epicentre of change
using your influence to inspire
the role of Web 2.0
reinventing business - the challenge of net positive impact.
Learning outcomes
During this course you will learn to:
recognise the key issues in marketing to ethical consumers
identify ways to communicate with this rapidly growing segment
understand how to comply with the specific requirements of the Advertising Standards Authority and Commerce Commission.
Who should attend?
Expertly designed, this training course is for staff in advertising, design and communications agencies, marketing professionals and business managers/owners with large customer bases (who need to accommodate ethical demands if they are to maintain market share) and members of the Sustainable Business Network and the New Zealand Business Council for Sustainable Development.
The rules for marketing green promises are strict in NZ and many businesses break them by mistake. In this one-day course, designed for marketing professionals and anyone interested in targeting green/ethical consumers, you will learn how best to communicate with this growing group of consumers and ensure you comply with New Zealand advertising standards in this area. You will become better equipped to manage the risks and opportunities of this major trend.
This course will cover:
the context for change
green marketing history and scope
does your customer care - the demand for ethics
marketing's responsibility
avoiding the brand risk of greenwash
ASA and Commerce Commission requirements
the risk of greenwaffle
marketing's potential
the John Grant Green Marketing model
using the marketing mix to reduce harm
transparent, credible and relevant communication
the role of advertising
examples
making your brand an epicentre of change
using your influence to inspire
the role of Web 2.0
reinventing business - the challenge of net positive impact.
Learning outcomes
During this course you will learn to:
recognise the key issues in marketing to ethical consumers
identify ways to communicate with this rapidly growing segment
understand how to comply with the specific requirements of the Advertising Standards Authority and Commerce Commission.
Who should attend?
Expertly designed, this training course is for staff in advertising, design and communications agencies, marketing professionals and business managers/owners with large customer bases (who need to accommodate ethical demands if they are to maintain market share) and members of the Sustainable Business Network and the New Zealand Business Council for Sustainable Development.
Kath Dewar BA (Hons) Pol Studies, Chartered Inst of Mktng Dip, Adv Cert in Internet Mktng
Kath Dewar has both an academic and conceptual understanding of the Internet as a marketing environment and extensive practical experience in using it. She holds a post-graduate diploma in Marketing from the Chartered Institute and the privately offered Advanced Certificate in Internet Marketing. She tutored the Marketing Association's Internet Marketing programme for two years and has delivered spoken on Internet Marketing for the Sales & Marketing Institute and Marketing Today conference. Kath has worked as a professional marketer for 18 years, making extensive use of database and digital marketing. Having worked in top agencies, in NZ and the UK, managing accounts including Air NZ and Microsoft, she then managed the team that launched online banking for the AMP group. Kath subsequently joined an Internet start-up as Marketing Manager and since 2001 I has run her own marketing consultancy, launching successful digital marketing initiatives for numerous organisations. Kath is experienced in delivering effective, enjoyable training and is a motivating and engaging tutor.
Kath Dewar has both an academic and conceptual understanding of the Internet as a marketing environment and extensive practical experience in using it. She holds a post-graduate diploma in Marketing from the Chartered Institute and the privately offered Advanced Certificate in Internet Marketing. She tutored the Marketing Association's Internet Marketing programme for two years and has delivered spoken on Internet Marketing for the Sales & Marketing Institute and Marketing Today conference. Kath has worked as a professional marketer for 18 years, making extensive use of database and digital marketing. Having worked in top agencies, in NZ and the UK, managing accounts including Air NZ and Microsoft, she then managed the team that launched online banking for the AMP group. Kath subsequently joined an Internet start-up as Marketing Manager and since 2001 I has run her own marketing consultancy, launching successful digital marketing initiatives for numerous organisations. Kath is experienced in delivering effective, enjoyable training and is a motivating and engaging tutor.