Marketing Your Green Sustainability Credentials

With the global movement towards net zero, increasing regulatory requirements from a business operation and reporting perspective and increasing consumer demand, business-to-business (B2B), business-to-consumer (B2C) and direct-to-consumer (D2C) enterprises across all sectors must advance the transition of their operations to net zero.

This is leading to significant internal improvement initiatives, new products and services that are sustainable, innovative and add value from a unique selling point perspective that companies wish to showcase and promote these successes both internally and externally but do not have the expertise required to do so.

Sustainable marketing is the promotion of socially responsible products and services, environmental practices and brand values. Adopting sustainable marketing is one of the most effective business strategies for articulating a brand for companies. This module will consist of a range of learning media including case studies, lecture discussions, online workshops, flipped classroom strategies and guest lecturers by sustainability and communications experts.

Why should I take this micro-credential?

This module will provide a brief introduction to sustainability and how it can be a lever and unique selling point for storytelling to understand and target audiences and add value and competitive advantage. This will include industry and competitor analysis to map and identify key sustainability assets and talking points. Participants will be provided with the tools to assess their organisations operations and supply chain to identify their current green assets from which they can build a green communications strategy.

Recent proposed EU policy, such as ‘EU Green Claims Directive’, highlights the need for new skills in this growing area and this course aims to equip students with the regulatory knowledge and marketing skills to clearly articulate your sustainability strategy to a wide variety of stakeholders.

The module will appeal to marketing managers, climate change officers, communications/public affairs managers, product and account managers, and legal and accounting professionals.

What will I learn?

Students who complete this module successfully will be able to: 

Explore and analyze the connection between marketing, sustainability and business performance.
Assess and conclude the impact of sustainable marketing, green credentials, corporate social responsibility practices, and their connection to business and environmental performance.
Critically appraise sustainability credentials such as awards and certifications and their role in sustainability communications and improving business transparency globally.
Conclude the fundamental issues associated with greenwashing and apply practical skills to satisfy ethically oriented consumers in a more responsible and authentic manner.
Evaluate the role of marketing to improve sustainable consumption and purchasing decisions, reflect on wider marketing considerations and ethics for the environment.

Entry Requirements

This programme is designed for those who have reached NFQ level 7 degree in any relevant degree area. The University’s policy in relation to recognition of prior learning (RPL) also applies. Further information on RPL can be found here.

Course Information

AWARD TYPE: NFQ Level 8
DELIVERY MODE: Online
DURATION: 12 weeks, once a fortnight, part-time, evening sessions

START DATE: February 2025

COST: €145

For eligible participants, the HCI Learner Fee Subsidy will pay 80% of the programme fee*. The remaining 20%, €145, will be payable before registration.

For applicants who aren’t eligible for the HCI Learner Fee Subsidy, the full cost of the programme, €725, will be payable before registration.

*limited places available

HCI LEARNER FEE SUBSIDY

Candidates who meet the eligibility criteria may qualify for an 80% fee subsidy (subject to the availability of places). Details can be found here.