Wk 1 Discussion – Strategic Marketing Basics
The following exercise allows you to practice collaboration skills while learning about marketing concepts and strategies.
Complete the warm-up exercise, Strategic Marketing Basics. A transcript of this interactive exercise is also available.
Consider what you learned in the experience and respond to the following in a minimum of 175 words:
- As a marketing manager, how does a focus on sustainability inform your tasks and activities?
- Pick a company or brand you are familiar with and share an example of how the company has incorporated sustainable practices. Why is it important to take a sustainable approach?
- What partnerships and collaborations might a company enter into in order to maintain effective sustainability practices?
- How might sustainability contribute to customer satisfaction?
As a marketing manager, a focus on sustainability should inform your tasks and activities in several ways. First, it’s essential to ensure that the products or services you’re promoting are environmentally and socially responsible. This includes everything from the sourcing of raw materials to the production process and the disposal of waste. Secondly, you should strive to communicate the brand’s sustainability efforts to your target audience. This can include highlighting the company’s sustainability achievements and initiatives on the company website, social media, and other marketing channels.
One example of a company that has incorporated sustainable practices is Patagonia, an outdoor clothing and gear brand. Patagonia has a long-standing commitment to environmental and social responsibility and has taken numerous steps to reduce its environmental footprint. For instance, Patagonia has implemented sustainable manufacturing processes, including using recycled materials and reducing water usage in their dyeing process. They have also implemented initiatives to reduce their carbon footprint, such as using renewable energy sources to power their offices and retail stores. Patagonia also encourages customers to repair or recycle their products instead of buying new ones through their “Worn Wear” program, which offers repair services and incentivizes customers to return used products for store credit. It’s important to take a sustainable approach because it not only benefits the environment but also enhances a company’s reputation and brand image. Consumers are becoming increasingly aware of the impact of their purchasing decisions on the environment, and they are more likely to support brands that prioritize sustainability. Additionally, implementing sustainable practices can help reduce costs and increase efficiency in the long run.