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Creative Marketing for Behaviour Change, Sustainability and Social Good

Learn how to apply creative marketing, visual storytelling, and filmmaking for behaviour change initiatives.

a young woman vlogging in a greenhouse

Discover how to be creative in your marketing communication

Modern marketing needs to respond to increasing environmental and social challenges – like climate change – that are driving the degradation of our natural and social worlds.

On this five-week course, you’ll be introduced to the theory of creative marketing and how you can use it to encourage behaviour change for environmental conservation, sustainable development, and social change.

You’ll develop a project-driven campaign based on creative marketing strategies and content production, with a particular focus on filmmaking.

Explore sustainable marketing for the future

By developing an understanding of how to create marketing content and how to use it in a variety of contexts, you’ll gain contemporary skills that are increasingly sought-after by business, academic, and social agencies.

As you discover key video production techniques and behaviour change marketing, you’ll learn how to use these to create sustainable marketing for a better future. You’ll also delve into community-based social marketing and strategic marketing to further help your cause.

Learn from the experts at the University of Otago

Guided by the specialists at University of Otago, New Zealand, you’ll explore real-life examples of how companies have applied sustainable practice to creative marketing.

Examining New Zealand and international companies and how they work the medium of communication for social and brand-related information, you’ll gain valuable insights into creative branding and marketing to understand how to use it in your own practices.

What topics will you cover?

  • Storytelling
  • Video Production Techniques
  • Behaviour Change Marketing
  • Community-based social marketing
  • Strategic Marketing

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Develop research skills focused on behaviour change and creative communication
  • Develop visual storytelling and production skills focused on filmmaking, creative design and copywriting
  • Apply creative marketing skills and strategies for developing creative behaviour change initiatives

Who is the course for?

This course is designed for students and working professionals interested in creative marketing and communication. The course will also cover behaviour change and creative content production skills, especially mobile filmmaking.

Business, government agencies, as well as non-governmental organisations and non-profit environmental organisations may also find this course useful.

What software or tools do you need?

To take part in this course you will need a cellphone capable of filming 1080 Video, a computer, and any available video editing software.

Who will you learn with?

Dr Wiebke Finkler is a creative marketing researcher, filmmaker and science communicator. With a background in marine biology she researches creative campaigns for positive change and sustainability.

Who developed the course?

University of Otago

As New Zealand’s first university, founded in 1869, the University of Otago has earned an international reputation for excellence in research and teaching. It is ranked in the top 1% of universities in the world and has the highest-possible rating of 5 Stars Plus in the QS global university performance ratings.

  • Established

  • Location

    Dunedin, New Zealand
  • World ranking

    Top 190Source: QS World University Rankings 2021

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime

Still want to know more? Check out our FAQs

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

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