Environmental Marketing Strategy for Behavior Change


Date and Time:

Monday, October 19, 2020, 12:00am to Friday, December 11, 2020, 12:00am



This course provides environmental professionals with a process for developing a marketing strategy for developing a campaign to change environmental or conservation behaviors. The field-based skills gained through this course will benefit all practicing environmental professionals faced with the challenge of changing behaviors using social marketing.

This course has been taught completely online over the last 4 years, with both synchronous (students together) and asynchronous (time on your own) portions. Zoom dates and times are determined by student and instructor availability. Student availability will be assessed by a poll 3-6 weeks prior to the course.

This course provides environmental professionals with the skills to understand and produce a strategy for changing environmental behavior.

  • Focus in detail on how to plan and implement an environmental social marketing strategy
  • Develop a brand that can be used for multiple campaigns
  • Learn to take audience research and develop a positioning statement, and marketing mix (the 4Ps) – the tactical approach to implementing a strategy
  • Learn to engage a creative team to get messages, materials, and placement necessary to execute a successful campaign.