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Estrategias Sustentables del Green Marketing

Daniel Bucio Gutiérrez

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.

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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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What's inside

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.

Syllabus

Semana 1. Green Marketing.
Introducción a la evolución del Green Marketing.
1.1 Definiciones Verdes.
1.2 GreenDesign.
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Traffic lights

Read about what's good
what should give you pause
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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Reviews summary

Marketing verde: estrategias sustentables y relevancia actual

Según los estudiantes, este curso de Estrategias Sustentables del Green Marketing es altamente relevante y actualizado, proveyendo una base sólida y clara para incorporar la sostenibilidad en decisiones empresariales. Se destaca por su enfoque práctico en la comprensión del consumidor verde y el manejo de herramientas como los ODS y las EcoEtiquetas, con especial mención al módulo de Greenwashing. Si bien ofrece una guía concisa para profesionales, algunos sugieren que podría beneficiarse de mayor profundidad en casos de estudio y ejercicios prácticos avanzados para una aplicación más intensa.
La información se presenta de forma estructurada y fácil de entender.
"El curso ofrece una buena introducción a las estrategias sustentables. La información es clara y bien estructurada."
"El instructor explica de manera clara y concisa."
"Fantástico, cubrió mis expectativas. Aprendí mucho sobre la evolución del marketing verde y cómo las empresas pueden ser más responsables."
Aporta conocimientos actuales y esenciales para el marketing sostenible.
"Excelente curso. Los contenidos son muy actuales y relevantes para entender cómo aplicar el marketing verde en mi empresa."
"Muy completo y actualizado. Me ayudó a comprender mejor al consumidor verde y las claves para desarrollar productos eco-friendly. Lo encontré muy útil para mi desarrollo profesional."
"Me encantó el curso. Es una guía clara y concisa para entender el impacto ambiental en el marketing. La información es muy útil para la toma de decisiones estratégicas."
La presentación del curso podría mejorar su dinamismo para mayor engagement.
"El contenido es relevante pero la presentación a veces es un poco monótona."
"No es un mal curso, pero esperaba un poco más de dinamismo."
Ofrece una base estratégica sólida, pero algunos desean mayor profundidad práctica.
"Sin embargo, me hubiera gustado ver más casos de estudio profundos o proyectos prácticos para aplicar lo aprendido."
"Buen curso para principiantes en el tema, pero para alguien con conocimientos previos, puede resultar un poco básico. La profundidad es limitada."
"Me parece que se enfoca más en la teoría que en la aplicación práctica intensiva, lo cual puede ser una desventaja para quienes buscan 'hands-on' experiencia."

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
Reviewing basic marketing principles will strengthen your foundation for understanding Green Marketing concepts.
Show steps
  • 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
Engaging in practical environmental action will reinforce the importance of sustainability and Green Marketing.
Show steps
  • 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
Working with peers will enhance your understanding through shared perspectives and support.
Browse courses on Collaboration
Show steps
  • 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
Expand to see all activities and additional details
Show all eight activities
Explore case studies of Green Marketing campaigns
Analyzing successful Green Marketing campaigns will provide practical insights into implementing effective strategies.
Browse courses on Case Studies
Show steps
  • 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
Connecting with a mentor can provide valuable insights and support for your Green Marketing journey.
Browse courses on Mentorship
Show steps
  • 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
Understanding consumer preferences and motivations will help you develop targeted Green Marketing strategies.
Browse courses on Consumer Behavior
Show steps
  • 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
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
Show steps
  • 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
Designing a sustainable packaging solution will challenge you to apply Green Marketing principles to practical product development.
Browse courses on Sustainable Packaging
Show steps
  • 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
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
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
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
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
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
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
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
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
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
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

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.
Cover image
Natural Capitalism
Save
Provides a framework for creating a sustainable economy, and how businesses can play a role in this transition.
Natural Capitalism
Paperback
Check
Natural Capitalism
Kindle Edition
Check
Cover image
Integrated Management
Save
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
$$
Cover image
Net-Positive
Save
Provides a vision for a sustainable future, and how businesses can design products and services that are environmentally friendly.
Net-Positive
Paperback
Check
Net-Positive
Kindle Edition
Check
Cover image
Greener Marketing
Save
Provides a comprehensive overview of the theoretical and practical aspects of green marketing, with a focus on the sustainable value chain.
(English) Greener Marketing
Paperback
$$
(English) Greener Marketing
Kindle Edition
$$
Cover image
Biomimicry
Save
Explores the concept of biomimicry, which sustainable approach to design.
(English) Biomimicry: Innovation Inspired by Nature
Paperback
$$
(English) Biomimicry: Innovation Inspired by Nature
Kindle Edition
$$
Cover image
The Upcycle
Save
Explores the concept of upcycling, which sustainable approach to design.
The Upcycle
Paperback
Check
The Upcycle
Kindle Edition
Check
Cover image
The Circular Economy Handbook
Save
Provides a comprehensive overview of the green economy, and how businesses can capitalize on the opportunities it presents.
(English) The Circular Economy Handbook: Realizing the...
Hardcover
$$
(English) The Circular Economy Handbook: Realizing the...
Kindle Edition
$$

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Course image
Effort
4 to 6 hours per week for 4 weeks
Level
Intermediate
Via
edX
Institution
Universidades Anáhuac
Instructor
Daniel Bucio Gutiérrez
Language
Español
Transcript
Español
Traffic lights
Read about what's good
what should give you pause
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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