Duration
5 days (Blended)
Fees
£5,500 + VAT (Blended)
Dates
12 Sep 2023 (Live Online) & 19-22 Sep 2023 (Face-to-face)
TBC Mar 2024 (Blended)
Gain a new perspective on driving growth through sustainable marketing.
The Sustainable Marketing Leadership programme addresses the growing need for organisations to authentically demonstrate their commitment to responsible and sustainable business practices. The programme is tailored specifically for senior leaders working toward sustainability goals and seeking to integrate strategic Environmental, Social and Governance (ESG) values into their organisation’s marketing strategy and execute it with authenticity. Through the Sustainable Marketing Leadership programme, participants will gain a thorough understanding of an organisation’s value chain, the impacts of sustainability throughout the value chain and will learn how to develop and implement engaging sustainable marketing plans that ensure business success built on resilience and responsibility.
Uniquely designed by combining academic concepts from leading Marketing faculty at Cambridge Judge Business School with the experience of industry experts and practitioners who have successfully driven sustainability within global organisations. Participants on the Sustainable Marketing Leadership programme will explore the latest trends in sustainable marketing, gain practical experience in executing sustainable marketing strategies, discover how to ensure that the focus is on genuine, innovation driven sustainability, whilst also mitigating the risk of greenwashing. All of this within a strategic framework, authentic to their organisation’s purpose and goals.
Throughout the Sustainable Marketing Leadership programme, participants will be supported by industry experts in building their strategy and addressing challenges they may anticipate when implementing this in their own organisation. The support is also extended on a consultancy-style basis, with two additional, individual follow-up sessions with their industry expert, who can help them practically engage and apply their strategy, as well as work with them to overcome any setbacks in execution. This balance of expert-led tutoring and collaborative group work equips participants in a wide-breadth of topics, allowing them to gain a new perspective on driving growth through sustainable marketing.
Six months after the face-to-face sessions in Cambridge, all participants will be invited back to our virtual Sustainability Showcase to share their framework and implementation plans for their organisations with a panel of faculty members and industry experts. The panel will help to review and guide on next steps, as well as celebrate the move towards fully Sustainable Leadership.
Topics
Your learning journey
Pre-programme (Online)
- Introductory goal setting and reflection on current challenges
Live launch (Online)
- Programme overview
- Key principle outlines of Sustainable Marketing Leadership
Four days in Cambridge
Module 1 (Face-to-face):
- Pressure and trends; sustainable marketing through an ESG lens
- Sustainable marketing: what is it and why do we need it?
Module 2 (Face-to-face):
- The 7 P’s of sustainable marketing
- Understanding customer insights and promoting behavioural changes to a more sustainable future
- Building innovative products for the future
Module 3 (Face-to-face):
- Authentic supply chain management
- Using AI to enhance digital marketing
Module 4 (Face-to-face)
- Greenwashing and greenhushing: building trust and transparency
- Branding and communication
- Customer-centricity in responsible organisations
- Stakeholder management: expectations and execution
Post Programme (Online)
- Individual follow-up sessions
- Review challenges which have arisen since the start of the implementation
- Review of the framework in action and next steps and learnings from the programme
Sustainability Showcase (Online)
- A review of framework and implementation
- Next steps and guidance
- Led by a panel of faculty members and industry experts
Download the Open Programmes brochure for more information on the modules and faculty.
Benefits
- Tailored for senior leaders and directors who aim to integrate strategic ESG (Environmental, Social and Governance) marketing values into their organisation.
- Immersive, hands-on, and collaborative learning approach enabling participants to engage with one another and world-leading faculty and expert practitioners.
- Understand current trends in sustainable marketing and integrate these into your organisation.
- Gain a new perspective on driving growth.
- Establish the business and financial case for adopting a sustainable marketing model.
- Learn and assess the difference between traditional marketing and sustainable marketing.
- Understand how to be authentically sustainable in marketing and to overcome the challenges it presents.
- Learn from real-world examples and apply best practices in sustainable marketing.
- Understand the different roles throughout the value chain.
- Address the pressing issues surrounding sustainable marketing.
This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School’s global network of graduates and business-focused University of Cambridge alumni, faculty and staff.
Faculty & speakers
Learn from our world-class faculty who bring fresh insights from their leading-edge research into all of our Executive Education programmes.
Access profiles of the programme’s faculty:
Download the Open Programmes brochure for more information on the modules and faculty.
Programme formats
Blended (a mix of Live Online, Online and Face-to-face)
The rewarding learning journey comprises a mix of online and face-to-face modules.
- Learn from thought leaders and cutting-edge contributors
- A balance of expert-led instruction and collaborative group work.
- Interact with faculty, peers and global industry leaders during the 4-day interactive face-to-face sessions.
Who should attend?
- Senior executives of established organisations who have the ability, responsibility, and authority to make changes within their organisation
- Senior Marketing leaders and directors of organisations, looking to embrace ESG throughout their entire supply chain
- Managers, seeking to understand how to be authentically sustainable in marketing
- Those in a senior transformational role tasked with the strategic direction of a business unit.
COVID-19 (Coronavirus) update
Why Cambridge Judge Business School?
Cambridge Judge faculty
All of our programmes are designed and led by an Academic Programme Director, who is a member of Cambridge Judge Business School faculty. They will also deliver substantial portions of that programme.
Leading-edge research
The research conducted by Cambridge Judge Business School’s 20 research centres, across a diverse range of disciplines, flows directly into all of our programmes, bringing new insights to our programme content.
Small group learning
With small class sizes, we continue the Cambridge way of learning that emphasises high levels of interaction with both our world-class faculty and peers.
Related programmes
Sustainable Marketing Leadership belongs to our ESG executive education programmes. Here are a selection of other Environmental, Social and Governance programmes:
Fees
£5,500 + VAT (Blended)
VAT is charged at the prevailing rate, which is currently 20%; e.g. £5,500 + 20% = £6,600.
Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School’s Alumni Association. Please note prices pre-registration are subject to change.
Contact us
If you have any questions or would like to discuss how this programme could benefit you or your organisation, please get in touch with the programme advisor:
Emily Cannon
Business Development Manager
Open Programmes
Tel: +44 (0)7879 116930
Additional information
Registration closes at midday two working days before the programme start date.
Participants are expected to attend the full programme.
For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:
Terms & Conditions for Self-funded Applicants (updated January 2023)
Terms & Conditions for Organisation-funded Applicants (updated January 2023)
Version 1.1 (10 May 2023)