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Training: Integrating marketing and sustainability

Dates: 21 & 28 March 2024

Timing: 09:30 AM - 05:00 PM

Location: Media Arena - Zone1 Research Park 30, 1731 Asse

Pricing:

BAM Members: € 950 excl. VAT

BAM Non-Members / Friend+: € 1200 excl. VAT

A 2 days training by BAM

  • You find sustainability important but do not know exactly what role to play as a marketer?
  • Your company makes strong sustainability efforts and you would like to make them relevant to your customers?
  • You feel marketing should play a more proactive role in sustainability?
  • You work on sustainability and would like to work closer together with your marketing colleagues and involve them in the sustainable transformation of your company.

Learning outcomes

  • Understanding the Why ? Why sustainable transformation is a must for all brands, companies. Understanding the broader context of sustainable transformation and the role of the different stakeholders. 
  • Understanding the What ? What can Marketing bring to the table ?
  • Understand the How ? How can Marketing contribute in a genuine and authentic way to the sustainability strategy of the company and convert it into business success ?
  • Provide Marketers and Sustainability Managers with practical tools for leveraging their value proposition & brands in a more sustainable way. Help them collaborating in a more effective way.

Programme

  • Day 1 - 21/03/2023 - 09:30 AM - 05:00 PM
    • The urgency of making our economy more sustainable
      • Planetary boundaries
      • Increasing legal obligations (CSRD, Scope 3, HREDD, …)
      • Consumer and customer demand
    • Sustainability and marketing: points of connection and points of tension
      • Back to the basics of marketing and sustainability
      • From marketing to ‘Markethics’
      • The 5 points of tension and the ‘Markethics matrix’
    • The 14 marketing levers to sustainability
      • Interactive session
      • Special focus on the ‘offer’: how to make your offer/product/solution more sustainable.
      • Personal reflection and action point
  • Day 2 - 28/03/2023 - 09:30 AM - 05:00 PM
    • Communicating your sustainability commitment
      • Branding and sustainability (purpose led vs. sustainable)
      • How to avoid greenwashing
      • Expanding the scope of your communication
      • A new culture of communication
    • Work on case studies and application of templates:
      • Work in pairs on case study
      • Present back to group
    • Conclusions and personal action plan and commitment.

All teaching will be highly interactive, several ‘templates’ will be made available across the training that attendees can use to solve the case study.

 

 

Questions?

Do you want detailed information about the trainings and which of them best suit your profile?

Nathalie Prieto

Contact Nathalie Prieto, Event manager. 

+32 472 10 20 85 - nathalie.prieto@marketing.be