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所在平台: Udemy |
课程主页: https://www.udemy.com/course/ethical-and-sustainable-marketing/
课程评论：没有评论
**课程名称：** 道德与可持续营销专家 **课程概述：** 本课程由Philipp Schuster博士主讲，旨在帮助专业人士理解并应用道德营销原则于可持续发展背景下。课程重点关注将可持续性融入营销战略，涵盖企业责任、道德传播以及避免“漂绿”的策略。道德营销以人为本，并需要通过对话确立的道德标准来指导决策。课程旨在传授应对这一变革所需的知识、工具和技能，并为组织开启可持续发展之路做好准备。 在进行社会责任报告（RS）、承诺可持续发展目标（SDGs）或采取循环经济（EC）行动时，沟通是实施的关键组成部分。这些举措需要传播和扩展到公司之外，并转化为具有积极回报的投资。道德营销与“公益传播”计划应包含利益相关者地图和受众画像生成工作。如何与他们沟通？对每个群体有何目标？哪些渠道最有效？拥有哪些资源？ **主要学习成果：** * 理解可持续性在现代商业实践中的作用。 * 学习实施道德营销策略并避免“漂绿”。 * 深入了解关键的可持续性框架。 * 制定包含可持续性的实践营销策略。 **适合人群：** 对可持续发展感兴趣的管理人员、总监、企业社会责任（CSR）经理、员工和营销专业人士。特别适合在企业社会责任（CSR）、可持续发展目标（SDGs）、循环经济及相关领域工作的人士。 **课程结构：** * **可持续管理：** 了解其作为核心业务能力的重要性。 * **道德营销与企业责任：** 定义道德营销及其与企业声誉的关系。 * **可持续性会计：** 衡量可持续性努力和绩效的工具（GRI、ISO 26000 等）。 * **漂绿：** 识别和避免不道德的营销行为。 **大纲：** 无
The "Ethical and Sustainable Marketing" online course by Dr Philipp Schuster is a comprehensive program designed to help professionals understand and apply ethical marketing principles in the context of sustainability. The course focuses on the integration of sustainability into marketing strategies, covering key areas such as corporate responsibility, ethical communication, and strategies to avoid "greenwashing."Ethical marketing puts people first and must put their decisions under a regime of ethical criteria established in dialogue. The course is designed to convey the knowledge, tools and skills necessary to face this change and to prepare the organization to begin its path towards sustainability.When you make a social responsibility report (rs) or when you commit to the Sustainable Development Goals (SDGs) or perform circular economy (EC) actions you find that a fundamental part of the implementation is communication. Because not all these initiatives are launched to stay in an office, but must scale, flow and expand well beyond the company itself and translate into investment with positive returns. Plan of Ethical Marketing and Communication with Cause must include a map of stakeholders and a work of generating profiles of possible audiences. How do we communicate with them? What goals do I have for each group? What channels are best suited to reach them in the most efficient way? What resources do I have?Key Learning Outcomes:Understanding the role of sustainability in modern business practices.Learning how to implement ethical marketing strategies and avoid greenwashing.Gaining insights into key sustainability frameworks Developing a practical marketing strategy that incorporates sustainability.Who Should Take This Course?Managers, Directors, CSR Managers, Employees, and Marketing Professionals interested in sustainability.Ideal for those working in Corporate Social Responsibility (CSR), Sustainable Development Goals (SDGs), Circular Economy, and similar fields.Course Structure:Sustainable Management: Understanding its importance as a core business competency.Ethical Marketing & Corporate Responsibility: Defining ethical marketing and how it relates to corporate reputation.Sustainability Accounting: Tools for measuring sustainability efforts and performance (GRI, ISO 26000, etc.).Greenwashing: Identifying and avoiding unethical marketing practices.
