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Estrategias Sustentables del Green Marketing

Conviértete en el experto que desarrollará un pensamiento analítico del Green Marketing y sus principales herramientas teórico-prácticas para incorporar el medioambiente en las decisiones de mercadotecnia empresarial, despertando un comportamiento socialmente responsable con el medioambiente, de manera que se puedan proponer Estrategias Sustentables de productos ecológicos o servicios ecoamigables enfocados a segmentaciones de consumidores verdes.

Intégrate al curso de Estrategias Sustentables del Green Marketing que abordará los antecedentes, evolución, conceptos asociados a la realidad medioambiental y su relación con la planeación estratégica para productos o servicios Eco-friendly; asimismo, el análisis del consumidor socialmente responsable y su relación con los factores de actitud e intención de compra hacia las marcas verdes en el mercado actual.

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Learning objectives

Dominarás el análisis del green marketing como una manera diferente de desarrollar ventaja competitiva sobre las marcas de un mercado en constante cambio.

Gestionarás las principales herramientas teórico-prácticas del green marketing al incorporar estrategias sustentables en la toma de decisiones empresariales.

Dominarás el análisis del green marketing como una manera diferente de desarrollar ventaja competitiva sobre las marcas de un mercado en constante cambio.
Gestionarás las principales herramientas teórico-prácticas del green marketing al incorporar estrategias sustentables en la toma de decisiones empresariales.

Syllabus

Semana 1. Green Marketing.

Introducción a la evolución del Green Marketing.

1.1 Definiciones Verdes.

1.2 GreenDesign.

1.3 Ecodiseño.

1.4 Diseño Sustentable.

Semana 2. Consumidor Verde.

Segmentación de Consumidores Verdes.

2.1 El Consumidor Verde.

2.2 Los Tipos de Consumidores Verdes.

2.3 Las Actitudes de Compra Verde.

2.4 Los Modelos de Consumo Verde.

Semana 3. Estrategias del Mercado Verde.

Claves Estratégicas para el Mercadeo Verde.

3.1 Los Productos EcoFriendly.

3.2 El Ciclo de Vida del Producto.

3.3 La Innovación para el Diseño Sustentable.

3.4 Las Empresas Socialmente Responsables.

Semana 4. Gestión del Green Marketing.

Normas para la Administración Sustentable.

4.1 Los ODS.

4.2 Las EcoEtiquetas.

4.3 El Greenwashing.

4.4 Caso de Estudio Verde.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Especializado en mercadotecnia, publicidad y ventas. Con más de 15 años de experiencia en el sector empresarial y educativo

Forma parte del cuerpo académico de la Facultad de Ciencias Políticas y Sociales de la Universidad Autónoma del Estado de México (UAEMex)

Ha sido consultor de organizaciones de reconocido prestigio como el Consejo Coordinador Empresarial (CCE) y la Confederación Nacional de Cámaras Industriales (CONCAMIN)

Es autor de diversas publicaciones sobre marketing y publicidad, entre las que destacan "Marketing Verde: Estrategias para un mundo sostenible" y "Publicidad Socialmente Responsable: Un enfoque ético para la comunicación de marca".

Ofrece una visión integral del marketing verde, desde sus fundamentos hasta su aplicación en la toma de decisiones empresariales

Incorpora casos de estudio y ejemplos prácticos para ilustrar los conceptos teóricos

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Estrategias Sustentables del Green Marketing with these activities:

Revise principles of marketing

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Reviewing basic marketing principles will strengthen your foundation for understanding Green Marketing concepts.

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Review your notes from previous marketing courses.
Read online articles or books on marketing fundamentals.
Take practice quizzes or tests to assess your understanding.

Participate in a local environmental cleanup or sustainability initiative

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Engaging in practical environmental action will reinforce the importance of sustainability and Green Marketing.

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Research local environmental organizations or initiatives.
Contact the organization to inquire about volunteer opportunities.
Participate in a cleanup or sustainability activity.

Join a study group to discuss course concepts and work on assignments

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Working with peers will enhance your understanding through shared perspectives and support.

Browse courses on Collaboration

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Form a study group with classmates.
Meet regularly to discuss course materials, assignments, and exam preparation.
Collaborate on projects and assignments to gain diverse perspectives.

Five other activities

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Show all eight activities

Explore case studies of Green Marketing campaigns

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Analyzing successful Green Marketing campaigns will provide practical insights into implementing effective strategies.

Browse courses on Case Studies

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Search for case studies of Green Marketing campaigns online.
Review the objectives, strategies, and outcomes of these campaigns.
Identify key takeaways and best practices for Green Marketing.

Seek guidance from a professional in the field of Green Marketing

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Connecting with a mentor can provide valuable insights and support for your Green Marketing journey.

Browse courses on Mentorship

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Identify professionals in the field of Green Marketing who align with your interests.
Reach out to potential mentors via email or LinkedIn.
Schedule a meeting or call to discuss your career goals and seek guidance.

Analyze consumer behavior towards eco-friendly products

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Understanding consumer preferences and motivations will help you develop targeted Green Marketing strategies.

Browse courses on Consumer Behavior

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Conduct surveys or focus groups to gather data on consumer attitudes towards eco-friendly products.
Analyze the data to identify trends and patterns in consumer behavior.
Develop insights and recommendations for Green Marketing campaigns.

Create a Green Marketing plan for a hypothetical product or service

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Developing a Green Marketing plan will allow you to apply the concepts learned in the course to a real-world scenario.

Browse courses on Product Development

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Choose a hypothetical product or service that aligns with Green Marketing principles.
Define the target audience and conduct market research to understand their needs.
Develop a comprehensive Green Marketing plan that includes strategies for product design, packaging, promotion, and distribution.
Present your Green Marketing plan to the class for feedback.

Design a sustainable packaging solution for an existing product

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Designing a sustainable packaging solution will challenge you to apply Green Marketing principles to practical product development.

Browse courses on Sustainable Packaging

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Research existing packaging solutions and identify areas for improvement.
Develop a prototype for a sustainable packaging solution that meets environmental standards.
Evaluate the environmental impact and cost-effectiveness of your solution.
Present your design to the class for feedback.

Career center

Learners who complete Estrategias Sustentables del Green Marketing will develop knowledge and skills that may be useful to these careers:

Sustainability Manager

Sustainability Managers are responsible for developing and implementing sustainability programs for organizations. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in sustainability. The course will also help you develop the skills necessary to manage sustainability programs effectively.

See salaries and explore the career path for Sustainability Manager

Product Manager

Product Managers are responsible for developing and launching new products. This course can help you prepare for this role by providing you with a deep understanding of Green Marketing and its role in product development. The course will also help you develop the skills necessary to manage product development projects effectively.

See salaries and explore the career path for Product Manager

Marketing Manager

Marketing Managers are responsible for developing and implementing marketing campaigns. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in marketing campaigns. The course will also help you develop the skills necessary to manage marketing campaigns effectively.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers are responsible for developing and managing brands. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in brand management. The course will also help you develop the skills necessary to manage brands effectively.

See salaries and explore the career path for Brand Manager

Corporate Social Responsibility Manager

Corporate Social Responsibility Managers are responsible for developing and implementing corporate social responsibility programs. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in corporate social responsibility. The course will also help you develop the skills necessary to manage corporate social responsibility programs effectively.

See salaries and explore the career path for Corporate Social Responsibility Manager

Environmental Consultant

Environmental Consultants advise organizations on environmental issues and help them develop and implement sustainability strategies. This course, with its focus on Green Marketing, can help you build a foundation in the field by introducing you to the key concepts, tools, and techniques of Green Marketing. The course will also help you develop the analytical and critical thinking skills necessary to develop and implement successful environmental strategies.

See salaries and explore the career path for Environmental Consultant

Public relations manager

Public Relations Managers are responsible for managing the public image of organizations. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in public relations. The course will also help you develop the skills necessary to manage public relations effectively.

See salaries and explore the career path for Public relations manager

Account Manager

Account Managers are responsible for managing relationships with clients. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in client relationships. The course will also help you develop the skills necessary to manage client relationships effectively.

See salaries and explore the career path for Account Manager

Environmental Educator

Environmental Educators teach people about environmental issues. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in environmental education. The course will also help you develop the skills necessary to teach about environmental issues effectively.

See salaries and explore the career path for Environmental Educator

Sales Manager

Sales Managers are responsible for developing and implementing sales strategies. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in sales strategies. The course will also help you develop the skills necessary to manage sales strategies effectively.

See salaries and explore the career path for Sales Manager

Policy Analyst

Policy Analysts research and analyze public policy issues. This course can help you prepare for this role by providing you with a comprehensive understanding of Green Marketing and its role in public policy. The course will also help you develop the skills necessary to research and analyze public policy issues effectively.

See salaries and explore the career path for Policy Analyst

Teacher

Teachers educate students in a variety of subjects. This course may be useful for you if you are interested in teaching about environmental issues. The course will provide you with a comprehensive understanding of Green Marketing and its role in environmental education.

See salaries and explore the career path for Teacher

Researcher

Researchers conduct research on a variety of topics. This course may be useful for you if you are interested in researching environmental issues. The course will provide you with a comprehensive understanding of Green Marketing and its role in environmental research.

See salaries and explore the career path for Researcher

Lawyer

Lawyers advise clients on legal issues and represent them in court. This course may be useful for you if you are interested in specializing in environmental law. The course will provide you with a comprehensive understanding of Green Marketing and its role in environmental law.

See salaries and explore the career path for Lawyer

Journalist

Journalists write and report on news stories. This course may be useful for you if you are interested in specializing in environmental journalism. The course will provide you with a comprehensive understanding of Green Marketing and its role in environmental journalism.

See salaries and explore the career path for Journalist

Reading list

We've selected seven books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Estrategias Sustentables del Green Marketing.

Natural Capitalism

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Provides a framework for creating a sustainable economy, and how businesses can play a role in this transition.

Integrated Management

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Explores the concept of the performance frontier, which shows how businesses can create value by integrating sustainability into their core operations.

(English) Integrated Management: How Sustainability Creates...

Kindle Edition

Net-Positive

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Provides a vision for a sustainable future, and how businesses can design products and services that are environmentally friendly.

Greener Marketing

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Provides a comprehensive overview of the theoretical and practical aspects of green marketing, with a focus on the sustainable value chain.

(English) Greener Marketing

Paperback

(English) Greener Marketing

Kindle Edition

Biomimicry

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Explores the concept of biomimicry, which sustainable approach to design.

(English) Biomimicry: Innovation Inspired by Nature

Paperback

(English) Biomimicry: Innovation Inspired by Nature

Kindle Edition

The Upcycle

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Explores the concept of upcycling, which sustainable approach to design.

The Circular Economy Handbook

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Provides a comprehensive overview of the green economy, and how businesses can capitalize on the opportunities it presents.

(English) The Circular Economy Handbook: Realizing the...

Hardcover

(English) The Circular Economy Handbook: Realizing the...

Kindle Edition

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Effort

4 to 6 hours per week for 4 weeks

Level

Intermediate

Via

edX

Institution

Universidades Anáhuac

Instructor

Daniel Bucio Gutiérrez

Session

April 22, 2024 - April 24, 2025

Language

Español

Transcript

Español

Good to know

Especializado en mercadotecnia, publicidad y ventas. Con más de 15 años de experiencia en el sector empresarial y educativo

Forma parte del cuerpo académico de la Facultad de Ciencias Políticas y Sociales de la Universidad Autónoma del Estado de México (UAEMex)

Ha sido consultor de organizaciones de reconocido prestigio como el Consejo Coordinador Empresarial (CCE) y la Confederación Nacional de Cámaras Industriales (CONCAMIN)

Ofrece una visión integral del marketing verde, desde sus fundamentos hasta su aplicación en la toma de decisiones empresariales

Incorpora casos de estudio y ejemplos prácticos para ilustrar los conceptos teóricos

Share and help others discover this course.

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