Marketing Verde Course Syllabus

Overview: This course provides a comprehensive introduction to green marketing, combining theoretical foundations with practical applications to help learners integrate sustainability into marketing strategies. Over approximately 19 hours of content, learners will explore key concepts across six modules, engaging with real-world examples and applied activities. The flexible structure allows participants to learn at their own pace while gaining actionable insights into sustainable business practices.

Module 1: Introduction, Context, and Concept of Green Marketing

Estimated time: 5 hours

• Understanding the current environmental reality and its impact on business
• Defining green marketing and its evolution
• Exploring the relationship between environmental challenges and corporate responsibility
• Recognizing the importance of sustainability in modern marketing strategies

Module 2: Green Strategic Planning

Estimated time: 3 hours

• Differentiating between tactics and strategy in green marketing
• Identifying competitive advantages through sustainable practices
• Aligning business goals with environmental objectives
• Assessing organizational readiness for green initiatives

Module 3: Green Consumption and the Green Consumer

Estimated time: 3 hours

• Analyzing the environmental impact of human consumption patterns
• Understanding the motivations and values of the green consumer
• Studying the green consumer's decision-making process
• Recognizing barriers to sustainable consumption

Module 4: Exploring Green Value

Estimated time: 2 hours

• Investigating how companies create value through green strategies
• Applying segmentation in the context of sustainable markets
• Targeting environmentally conscious customer segments
• Positioning brands with a green identity

Module 5: Creating and Delivering Green Value

Estimated time: 3 hours

• Developing products and services with environmental attributes
• Evaluating the marketing mix (4Ps) from a sustainability perspective
• Designing eco-friendly packaging and distribution methods
• Ensuring product lifecycle sustainability

Module 6: Communicating Green Value

Estimated time: 3 hours

• Designing effective communication strategies for green products
• Building authentic brand narratives around sustainability
• Avoiding greenwashing and ensuring transparency
• Promoting credibility through certifications and reporting

Prerequisites

• Familiarity with basic marketing concepts
• Understanding of fundamental business principles
• Interest in sustainability and environmental responsibility

What You'll Be Able to Do After

• Design and implement marketing campaigns with environmental sustainability criteria
• Identify opportunities and challenges in developing eco-friendly value propositions
• Apply segmentation, targeting, and positioning strategies to green markets
• Understand green consumer behavior and its influence on purchasing decisions
• Communicate sustainable value effectively while avoiding greenwashing