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To speak to one of our Learning Advisors call us on +44 (0)1628 427360 or email training@cim.co.uk
Virtual course

Overview

Sustainability is fast becoming a topic high on the boardroom agenda. Regulators demand more, consumers demand more, employees demand more. The timeframe urgency around effecting climate change and indeed Covid-19 have accelerated long-term thinking and the need for immediate action – and more organisations are waking up to the competitive advantage, employee engagement and commercial benefits of doing ‘good’ business.  So how do brands and organisations start taking action, baking sustainability into the brand in an authentic and meaningful way?  

Sitting at the heart of brand, communications, stakeholders, product development and customer – responsible marketers have a significant role to play in marketing sustainability. 

Over this two-day course we will explore a variety of related and highly relevant issues - from the current global picture on sustainability and gaining true boardroom ‘buy in’, to offering practical day-to-day advice to enable marketing professionals to take the lead in driving sustainable practice; economy (profit), society (people), environment (planet) - within their company.  

The course covers inspiring examples of best practice from companies from all over the world, to support you in developing sustainability as a source of brand loyalty and competitive advantage and ultimately profitability. And importantly, provides you with practical steps to take meaningful action:  

  • Where are you now? Where do you want to be?  
  • Is there an organisational purpose that employees can align with?  
  • Is your organisational purpose clearly part of your brand story ?  
  • What does responsible/ethical marketing mean?  
  • How will your organisation be fully accountable? 
  • How will you communicate what you do?  
  • What framework will you apply? 

Who should attend?

Whilst we’ve positioned this course for marketers, seeing them as a key conduit to effect change and connect with and influence customers, it’s just as valuable for business owners, CEOs, leaders and any other responsible humans concerned about what’s happening with our planet and are keen to drive and effect real change. 

Learning outcomes

  • Understand the current sustainability landscape, goals for businesses, locally and globally 
  • Review corporate social responsibility to develop an evaluation framework to better understand your organisation and perspective 
  • Understand which sustainable strategies to adopt to improve your operations, whilst lessening your impact 
  • How to develop sustainably focused partnerships, to expand your approach, working with NGOs. 
  • How to influence key stakeholders, including gaining ‘boardroom’ buy-in and employee engagement 
  • How to engage and align your sustainability stance / activities with your biggest stakeholder - your customers 
  • How to better manage sustainability within your local or global supply chain 
  • How to drive activity within the organisation - what resources and who do you need to align with? 
  • How will your organisation be fully accountable? Will you make a pledge or brand promise that is transparent and visible? 
  • How will you practically communicate what you do so that consumers and employees are aware?  
  • How will you track brand sentiment and the impact of the changes you implement? 
  • How to develop and pull together a cohesive plan based on a 10-step  ‘Marketing Sustainability Framework™’ 

Course Dates

Start Date Duration Location
28 Jan 2021 2d Virtual
 
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24 Mar 2021 2d Virtual
 
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27 May 2021 2d London
 
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Course Director

Michelle Carvill

Michelle Carvill is an experienced senior marketer, digital agency founder and five times published author in the marketing, digital marketing and social media arena. Passionate about responsible marketing, in 2020 she co-authored her fifth book, ‘Sustainable Marketing – How to Drive Profits with Purpose’, published by Bloomsbury January 2021 – researching key themes around corporate social responsibility and progressive brand all with a focus on understanding what it really takes to drive profits with purpose and the critical role marketing plays when it comes to sustainability. She also has first-hand experience of leading a sustainable marketing program for a large global manufacturer. For the past 15 years Michelle has worked across creative, finance, retail, education, healthcare manufacturing and public sectors consulting and developing digital and social media strategy and implementation projects and training programs. Clients include start-ups through to larger global organisations, such as WABCO, PWC, BBC Worldwide, Nuffield Health, LinkedIn, ACC, Air Products and Norbord. Her creativity, insights and know-how are based on years of being highly curious, applied experience, continuously learning, testing, measuring and understanding what really works.

Enquire

To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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