Introduction to this week

We have already arrived at the third week of the course. Welcome! This week, we are turning our attention to responsible marketing. We will be shining our spotlight on companies involved in different industries to see what they are doing that may be considered to be sustainable marketing.

We are focusing on one learning outcome this week, namely:

• Explore applied examples of responsible marketing and debate its importance to business success.

Consequently, once we have studied the theory associated with responsible marketing, we will have a look at what responsible marketing might look like in practice. We will be working with three case studies – Volvo Car Corporation, Two Farmers (potato crisps) and Scandinavian Airlines.

Consumers face a bewildering choice of products in many industries and for those who wish to purchase sustainable products, third-party sustainability certification may assist in navigating offerings and subsequently aid the decision-making process. We will look at Forest Stewardship Council certification, which most of us are already familiar with through various paper products and possibly also furniture. There is another blog post for you to author this week and it deals with third-party sustainability certification.

Please keep up the good work from last week and maintain those high levels of attention, as there is another quiz to tackle and an end-of-week test that will challenge upgraded learners.

Enjoy the week ahead and make the most of the opportunity to engage in discussion with fellow learners!