SLM 4003 Green marketing and communication
The green shift is in a new phase. The political goals (EU sustainability goals) have been set and new companies are fighting for attention on sustainable alternatives with traditional actors. Communication and marketing play a key role in the green shift. But for what reason are consumers "turning off" when you hear about climate and the environment and why is climate communication so demanding? In this course, we address psychological barriers that help explain why it is so difficult to communicate needed changes in attitudes and actions. We also look at strategies for talking about climate in ways that can motivate us to change.
Be able to identify psychological barriers that help explain why it is so difficult to communicate needed changes in attitudes and actions when it comes to climate challenges.
Be able to contribute to planning and implementing of communication and marketing strategies
Be able to communicate and discuss relevant issues through openness and transparency as core values in climate communication.
- Climate communication and climate psychology
- Green marketing
- Communication platforms and networks
The course is delivered 100% online and consists of webinars and other digital learning elements, such as teaching recordings, podcasts and video clips.
The bibliography for the course BIK 2950 Sustainability as a competitive advantage can be found here. See also the reading plan in the learning portal and additional information:
In all BI Executive courses and programs, there is a mutual requirement for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.
The course is part of the SLM course series, Sustainability as a competitive advantage, which consists of the SLM courses SLM 4001 Sustainability as a business model and competitiveness, SLM 4002 Sustainability strategies and innovations, and SLM 4003 Green marketing and communication. The courses are based on the course BIK 2950 Sustainability as a competitive advantage, 7.5 ECTS. If you have completed three courses from the same SLM course series, and meet the admission requirements for taking an exam at BI, you can take an exam within that course series, which gives a total of 7.5 credits.
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