Marketing & Sustainability
Risks, Challenges and Opportunities
5th-7th November 2008
Barcelona, Spain

Organised by: La Salle Business Engineering School

This 3 day programme is an interactive journey into Marketing and Sustainability.
It is comprised of Content Delivery, Individual and Group Exercises, Video input and Group Discussion.

Wednesday 5th November - Day 1

11.30 Introduction

Introduction
Delegate introductions, expectations & thoughts.

12.30pm – 1.30pm

Lunch

1.30pm Module 1

Sustainability – The Big Picture.
An in-depth and rigorous overview of global and local issues focused on raising awareness of sustainable development, sustainability and the associated value systems, consumer and cultural trends and how these issues are impacting individuals, business, industry, communities, nations and the environment.

Sustainability: Is the consumer buying it?
An insight into research about what consumers think and how they are likely to behave - as well as how retailers and consumer businesses will need to change to address the issue of sustainability.

3.30pm – 3.45pm

Coffee break

3.45pm Module 2

Sustainable Wheels and Deals - Part One
The Business Challenge: From Designing Your Product To Taking It To Market.
Exploring the challenges of undertaking the difficult task of introducing and marketing breakthrough technologies to the market.

5.45pm

Close

Thursday 6th Novermber - Day 2

8.30am Module 3

Sustainable Wheels and Deals - Part Two
The Business Challenge: From Designing Your Product To Taking It To Market.
Exploring the challenges of undertaking the difficult task of introducing and marketing breakthrough technologies to the market.

10.45am – 11.00am

Coffee break

11.00am Module 4

Sustainable Marketing Map 1 – External Territory
The marketing maps and models we currently use may not be the correct maps and models for marketing Sustainability.
-    What is marketing?
-    What is sustainability?
-    What is sustainable marketing?

12.30pm – 1.30pm

Lunch

1.30pm Module 5

Going Green - Promoting Sustainability.
How can you communicate effectively with your mass market and encourage your consumers to buy green products and services.

3.30pm – 3.45pm

Coffee break

3.45pm Module 6

Greening the Marketing Mix.
Integrating green values into your Marketing Mix.
Sustainability success lays beyond the standard 4 P’s of Marketing.

5.45pm

Close

Friday 7th November - Day 3

8.30am Module 7

Sustainable Marketing Map 2 – Internal Territory
The marketing maps and models we currently use may not be the correct maps and models for marketing Sustainability.
Addressing the challenges of selling sustainability inside the organisation.

10.45am – 11.00am

Coffee break

11.00am Module 8

How Green Is Your Brand? - Branding and Sustainability
Every brand will soon need to be green, regardless of whether or not customers are actively buying green products today. Companies that do not actively pursue a green brand strategy today risk being left behind or simply go out of business.

Case study: P&G Ariel Coolclean

Walk Your Talk OR ELSE! – Avoid Green Wash Tactics to prevent consumers voting with their feet.

Action Plan – Steps to help you create an effective Sustainable Marketing Plan.

Close

2.00pm

Lunch