The aim is to introduce participants to the concept of green marketing, its application methods, and strategies, ensuring the effective marketing of environmentally friendly products and services. Additionally, it seeks to raise awareness of sustainability and help them understand the advantages of green marketing in the business world.
The training is for professional development purposes, and the certificate obtained does not replace the MYK authorization certificate in trainings where the MYK authorization certificate is mandatory.
1. Introduction
Definition: Green marketing encompasses the promotion and sale of environmentally friendly products and services.
History: Development and evolution of green marketing.
Importance: Sustainability, consumer awareness, and environmental impacts.
2. Key Elements of Green Marketing
Product Development: Use of sustainable materials, energy efficiency.
Pricing Strategies: Pricing structure of green products, costs, and consumer perception.
Distribution Channels: Eco-friendly logistics and distribution methods.
Communication Strategies: Effective green messaging, use of social media and traditional media.
3. Advantages of Green Marketing
Consumer Loyalty: Loyalty of environmentally conscious consumers to brands.
Competitive Advantage: How green products can stand out in the market.
Reputation Management: The impact of companies’ environmental responsibilities.
4. Consumer Behavior
Environmental Awareness: Consumers' inclination toward eco-friendly products.
Purchase Decisions: The effect of green products on buying behavior.
Target Audience Analysis: Demographic characteristics of green consumers.
5. Case Studies
Successful Green Marketing Campaigns: Examples and analyses.
Sectoral Approaches: Green marketing strategies in food, textiles, energy, and automotive sectors.
6. Challenges and Barriers
Greenwashing: The reality of companies’ green claims.
Costs and Resources: High costs of green practices.
Consumer Perception: Biases against green products.
7. Future Trends
Technology and Innovation: The impact of green technologies on marketing.
Regulations and Legal Framework: Legal regulations for eco-friendly practices.
Global Movements: Global initiatives for sustainability and their effects.
8. Post-Training Assessment
Q&A Session: Participants' questions.
Workshops: Group work on green marketing strategies.
9. Resources
Books, articles, and websites: Sources for further information on green marketing.
The training is open to corporate collaboration, and individual applications are not accepted. The training content can be re-planned based on the corporate participant profile and your needs. Following mutual discussions, the scope and method of the training (In-person, Online) will be determined, and the relevant processes will be completed. If an agreement is reached, the suitable days and times for your institution's participants and our instructors will be established, along with the location of the training.