Executive Education Course

Trust in Marketing™ Online Course Structure

Through the course of 10 dedicated learning modules you learn how to build trust by creating authentic and transparent marketing and communication strategies

Here are the modules and highlighted case studies

Module 1 – How social media changed everything

An essential crash course in the history of social media and why understanding its importance in terms of consumer and societal empowerment is key to building trust for business. The module traces the history and pre-history of social media including a detailed discussion of the 20th Century growth of advertising and marketing, the influence of Bulletin Board Systems on social media pioneers, the power of the Cluetrain Manifesto, the early years of brands interacting on social media and the growing power of mega platforms like Facebook and Twitter.

You'll Learn How...

Gen Z thinks..

Case studies include:

How Kryptonite cracked
When Dell was hell
The Cluetrain Manifesto
The birth of Facebook
Twitter’s hashtag revolution
MyStarbuck Idea
Coca-Cola’s social media conversion

Module 2 – What real people care about

This module goes back in history to understand what consumers and public care about when they buy from brands and how a 100-year history of bad corporate social and environmental conduct has coloured their views. It provides insight on the role environmental activism has played on the modern corporate sustainability movement and it tells the story of the major social media campaigns that have shaped the way Gen Z thinks and changed how companies operate.

You'll Learn How...

To build an authentic relationship with Gen Z

Case studies include:

Ida Tarbell’s expose of Standard Oil
Rachel Carson’s Silent Spring
Ralph Nader’s Unsafe at Any Speed
War on Want takes on Nestle
Shell’s Brent Spar campaign
Greenpeace goes after Dove
Johnson & Johnson’s toxic tub

Module 3 – Listen and learn to avoid social media mistakes

Module three charts and analyses the brief but colourful history of how brands have got social media engagement so wrong, so often. It looks at companies that fail to listen to their social media communities. It examines the power of video in social media activism. It shows how companies continually fail to take social media seriously and it explains how brands keep making the same social media mistakes over and over again - even when they can see how their peers and competitors failed.

You'll Learn How...

Big brands got it wrong and how you can get it right

Case studies include:

  • Social media becomes a drag for United airlines
  • When McDonald’s asked how its customers really felt
  • BP fails to grasp the power of social media
  • Kenneth Cole confuses conversation for marketing
  • Kit Kat learns Facebook etiquette the hard way
  • GM learns crowdsourcing can’t be controlled

Module 4 – How to collaborate

It’s no longer good enough for companies to pledge they are addressing consumer concerns. With millions of people online checking their promises companies have to prove they are practicing what they preach. This module looks at how companies are demonstrating transparency in their sourcing of raw materials, their supply chain, labour practices and marketing messages.

You'll Learn How...

To build an authentic relationship with Gen Z

Case studies include:

  • Verizon’s crowdsourced Powerful Answers
  • GE’s Ecomagination challenge
  • M&S Shwopping sets a recycling trend
  • IBM Smarter Cities initiative
  • Huggies gets inspiration from moms
  • Statoil’s innovation for smarter oil exploration
  • Marriott’s embrace of the Sharing Economy

Module 5 – How to be transparent

The quest to regain respect for companies begins at the top. This module examines how CEOs and other senior executives have lent their authority to breakthrough sustainable business initiatives and how companies and brands have built authentic and transparent marketing campaigns around those commitments.

You'll Learn How...

Being transparent wins the trust of Gen Z

Case studies include:

  • McDonalds’ transparency transformation
  • Who made my clothes holds apparel to account
  • Chipotle goes back to the start
  • Nike’s long sustainability journey
  • Intel conflict free commitment

Module 6 – How to lead

Increasingly it is brands and companies that are leading on the major issues society needs to address if it is to be sustainable in the future. These issues include reckless over consumption, dwindling natural resources, how we produce enough food to feed the world and how much we waste. Not only will they influence our future way of living but they are fundamental to how companies will survive and thrive in the future.

You'll Learn How...

Leadership strategies can drive change in your organisation

Case studies include:

  • Unilever leads from the front
  • AT&T shows it can wait
  • Why CVS quit smoking
  • Aetna makes a business out of mindfulness
  • REI opts out of Black Friday and starts a movement

Module 7 – How to empower and educate

Consumers - especially those who are Millennials and Gen Z - want to buy from brands that share their own social values. No more so is this apparent than in the areas of female self- esteem and improving career opportunities for young women. This module looks at how brands have developed empowerment and education projects that both aim to improve society and also strengthen their relationship with consumers and potentially future employees.

You'll Learn How...

Inclusion and diversity are revolutionising business

Case studies include:

  • Dove’s Campaign for Real Beauty
  • Mirrored by Under Armour
  • Always Like a Girl
  • #I look like an Engineer
  • Time Warner’s Connect a Million Minds
  • Microsoft’s Youthspark
  • Pearson’s Project Literacy

Module 8 – How to inspire behaviour change

Increasingly it is brands and companies that are leading on the major issues society needs to address if it is to be sustainable in the future. These issues include reckless over consumption, dwindling natural resources, how we produce enough food to feed the world and how much we waste. Not only will they influence our future way of living but they are fundamental to how companies will survive and thrive in the future.

You'll Learn How...

To connect with Generation Z

Case Studies include:

  • Patagonia’s Don’t Buy This Jacket
  • Levi Strauss’ WaterLess brand
  • Sainsbury’s Food Rescue app
  • Intermarche’s Inglorious Fruit & Vegetables
  • Beyond Meat’s new food frontier
  • Campbell’s Soup GMO education stance
  • Kraft Heinz ditches food additives

Module 9 – How to tell your story to gain respect

All good marketing and communication professionals know
that to gain respect and be authentic you have to show, not
tell what your business is doing. This module highlights the
best purpose-led social media marketing and communication campaigns over the last decade. It features examples in the areas of online magazines, video documentaries, branded content, sustainability reports and virtual / augmented reality.

You'll Learn How...

To tell your story and gain trust for your brand

Case Studies include:

  • Levi Strauss Unzipped blog strategy
  • Kenco Coffee vs Gangs branded content plan
  • Patagonia’s documentary film factory
  • Diageo’s virtual reality drink drive campaign
  • Lockheed Martin’s field trip to Mars
  • GE’s Snapchat and Instagram expertise
  • Heineken breathes new life into sustainability reports

Module 10 – The SDGs as a Blueprint for Sustainable Business

Companies must embrace sustainability and purpose and demonstrate their work if they are going to gain the trust of consumers, employees, the media, NGOs and governments. This module provides a blueprint for your business to build trust - in the form of the United Nations Sustainable Development Goals. These goals will create an estimated $11 trillion in value for the companies that embrace them so what are you waiting for?

You'll Learn How...

To use the UN Global Goals to build trust for your brand

Case Studies include:

  • An explanation of the UN Sustainable Development Goals
  • The social license to operate and business opportunity of the Goals
  • How to prioritise the SDGs
  • Mastercard’s No Poverty approach
  • Knorr’s iron deficiency campaign to reduce malnutrition
  • Novo Nordisk’s global campaign to defeat malaria
  • Lego’s STEM initiatives to improve education

 

Looking for a shorter course?

TRUST IN MARKETING ONE-DAY MASTERCLASS / WORKSHOP

UNPACKING GENERATION Z - WHO THEY ARE, WHAT THEY THINK, HOW THEY ACT.

UNDERSTANDING THE IMPORTANCE OF THE UN GLOBAL GOALS TO THEM & YOUR BRAND

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