Sustainability marketing

Learn about best business practices in sustainability marketing to evaluate consumer reactions to sustainable products and services. You will learn to structure sustainability policies in product design, pricing, communication and promotion, and you will design sustainability innovation strategies: detection of opportunities and predicted reactions from the markets.

  • Marketing
  • sustainability
  • Innovation
Next edition
Classes start
To be determined
Program ends
To be determined
Schedule
from 4 pm to 8 pm. Total length of the course: 16 h
Language
Spanish
Modality
On-campus
ECTS credits
1
Price
1200 €

Managing while incorporating a vision of economic, environmental and social sustainability is an obligation for all companies. Marketing is one of the most complex areas in which to apply sustainable processes due to the trade-offs involved between social and environmental requirements and the demand for competitiveness in the market. Consumers know what they want: the commitment to sustainability is an increasingly important purchase driver.

The environmental crisis has led researchers and company directors to adopt a new approach to the basic principles of marketing actions, and to marketing objectives and strategies. This new approach is not merely at the conceptual level, but is also implemented in marketing mix policies: product development, pricing, forms of communication, and distribution and access strategies.

It is important to be aware of how today’s consumers will specifically react to sustainability policies. It is also important understand the keys for making structural changes within marketing departments, to go from merely responding to the market to actually creating sustainable preferences and responses from suppliers and consumers.

Why choose this program

01

A practical approach to learning

Theoretical knowledge is complemented with a participatory analysis of the best practices of companies and with additional reading materials, which facilitate improvement and interaction between participants.

02

Executive training

Spread over four afternoon sessions, enabling you to gain in-depth knowledge about Sustainability marketing without neglecting your professional obligations.

03

High-level networking

Grow your network of professional contacts with high level executives.

Who is it for?

The course is aimed at product and brand managers, communication professionals, product designers and innovation specialists.

Admission and enrolment

Curriculum

This Executive Education Course in Sustainability marketing combines lecturer presentations with student participation.

It takes a theoretical-practical approach, to facilitate learning, make it fun and encourage participant interaction, student-to-student and student-to-lecturer.

What do we know about the "sustainable" consumer?

Political consumer, citizen consumer, eco consumer, socially responsible consumer. What facts and research has been carried out in each of these fields?

Analysis of 10 cases studies on best practices in integrating sustainability in the different areas of marketing management
Redefining marketing policies from the perspective of sustainability
  • Product design
  • How to communicate
  • How to set prices
  • How to distribute
  • How to build the credibility of the brand

Qualification obtained

Upon passing the Executive Education Course in Sustainability marketing, you will receive an official certificate from UPF Barcelona School of Management endorsed by the prestigious Pompeu Fabra University, the top ranked university in Spain and Latin America (Times Higher Education Ranking 2020).

Faculty

Academic directors

Josep Maria Galí Izard

Vice Dean of Executive Education
Senior Lecturer BSM

Methodology

The Executive Education courses combine content that is key for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.

01.

Collaborative learning and real case studies

The diversity of student profiles enriches learning through a shared and interdisciplinary perspective. An integrative learning approach is used in the classroom, in which the active participation of all classmates is promoted in the form of dialogue and exchange of ideas for the resolution of various real case studies.

02.

Practical approach

The program has a theoretical base, taught by lecturers, complemented with practical experience acquired in class through real business case studies.

03.

Executive vision

We take full advantage of the time available, concentrating valuable learning within a few hours, in accordance with the demands of our participants, who hold positions of great responsibility in important companies.

Evaluation

Evaluation consists of following the sessions and practical case studies worked on in class.

Tools

The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Personalized, interdisciplinary, and based on management as a practical resource for bringing ideas to life.

Professional Future

Executive Education training combines fundamental content for any professional currently employed in or seeking a managerial role, with activities aimed at putting the acquired knowledge into practice.

Student profile

The Executive Education Course participant ecosystem is made up of professionals with a relevant career history. 

The diversity of profiles and sectors represented in Executive training at UPF-BSM contributes added value to the learning experience. It consists of directors, CEOs, managers, executives, entrepreneurs, consultants and heads of teams, areas and departments.

34

Average age

9

Average years of professional experience

Career opportunities

This Executive Education program will provide you with the necessary knowledge to exercise executive and Director/Management functions.


  • Team or Department manager.
  • Strategic consultant.
  • Management positions in functional areas related to sustainability marketing, CSR, product design, etc.
  • Entrepreneur with your own project, thanks to the broad business vision provided to ensure its success.
  • Intrapreneur: entrepreneur of projects within your organization.

Admission and enrolment

The admission and enrolment process for this course consists of a few simple steps.

Who can apply?

Our Executive Education Courses are aimed at professionals in or seeking management positions and looking to acquire or recycle essential knowledge for their executive professional development.

How to apply?

To enrol in this program, you must read and accept the Contract Terms and Conditions and fill in the registration form.

The following steps need to be taken to register for the course:

1. Fill in the admission application form. You will receive a username and password to access the eSecretaría platform.
2. On the platform, upload a scanned copy of your ID (both sides).
3. Go to the "Enrolment" section to pay for the course by credit card or bank transfer.

In certain cases, additional documentation may be requested. 

The application is subject to the availability of places.

Grants, scholarships and financing

Grants and discounts

Alumni discounts

If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.

UPF Employee Discounts

If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.

Sustainability marketing