Cambridge Judge Business School • Executive Education

SUSTAINABLE MARKETING
LEADERSHIP

Sustainable Marketing Leadership
The Sustainable Marketing Leadership programme is designed
to address the growing need for organisations to authentically
demonstrate their commitment to responsible and sustainable
practices. The programme is tailored specifically for senior leaders
seeking to integrate strategic ESG values into their organisation’s
marketing strategy and execute it with authenticity. Through the
programme, participants will gain a thorough understanding of an
organisation’s value chain, sustainability impacts of sustainability
throughout the value chain, learning how to develop and implement
engaging sustainable marketing plans that ensure business success
built on resilience and responsibility.
  Blended
Dates and fee
• 12 Sep 2023 (Live Online) & 19-22 Sep 2023 (Face-to-face)
• The programme comprises of five days blended sessions
• Sessions take place from 08:45 to 17:30 UK time
• Programme fee: £5,500 + VAT
• The fee excludes VAT and is subject to change.
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High quality programmes, in flexible formats:
Cambridge Judge Business School Executive Education delivers outstanding professional development from
a world-class centre of learning and innovation. We aim to offer diverse formats so you can access the same
quality and academic rigour one associates with Cambridge University in the environment of your choice.
In addition to our Face-to-Face programmes, our Live Online format brings Cambridge to wherever you are,
delivering the best aspects of a Cambridge learning experience to your home or office.
Face-to-Face delivery
Face-to Face delivery requires you to travel to the historic city of Cambridge, here
you will have the opportunity to meet faculty and peers in person while enjoying the
beautiful surroundings of Cambridge University. This also means time away from home
and office, which will open a space for you to fully focus on your learning objectives,
networking and experience exchange.
Join “Cambridge Union”-style debates, learn from guest speakers and ask questions.
Experience close faculty and peer interaction, take part in group exercises, role-play,
discussions both in-class and in breaks over lunch or down time.
Duration: The programmes duration varies from 2 days to 3 weeks.
Live Online delivery
Live Online brings the best aspects of a face-to-face learning experience to wherever you
are! The sessions offer a rich and immersive interaction between you, our faculty and your
fellow participants. While having to maintain focus away from office or home distractions,
the virtual environment will allow to quickly switch back to your daily routine and tasks. Live
Online eliminates travel dependencies, not only making this a budget-friendly option but
also enabling you to test learned notions in real time and share your experience with your
peers and faculty during the next day.
Just as with our face-to-face programmes you will take part in a Cambridge Virtual Debate
where you can discuss and vote to gauge opinion. Interact with guest speakers, ask
questions and make use of tools available only in a virtual environment. You will engage
with faculty and collaborate with peers in break-out groups, or in group exercises and
role-play.
Duration: The programmes duration varies from 4 to 6 half days.
General Management Certificate of Achievement (GMCA)
This programme counts towards the Cambridge Judge Business School General
Management Certificate of Achievement.
On completing the GMCA you will be eligible to become an associate member of
Cambridge Judge Business School’s global network of graduates and business-focused
University of Cambridge alumni, faculty and staff.
 Programme overview Programme key themes
• Develop a common understanding of ‘digital transformation’ across the organisation
Sustainable Marketing Leadership programme is designed for • Understand the digital transformation framework to enhance your strategy
senior leaders who are already working towards sustainability • Build an effective digital culture
goals within their organisation. The programme has been uniquely • Design platforms and services that both delight and meet your customer needs
• Develop a strategy to scale innovation
designed by combining academic concepts from leading Marketing • Engage in agile working for successful transformation.
faculty here at Cambridge Judge Business School with the
experience of industry experts and practitioners who have actively
and successfully driven sustainability within global organisations.

The programme will give participants the opportunity to explore Top Five Challenges
the latest trends in sustainable marketing, gain practical experience
in executing sustainable marketing strategies, ensuring that the Leaders come to Cambridge to solve challenges in their organisations. If you are facing one of these five
focus is on genuine and innovation driven sustainability, mitigating challenges, this programme will help you solve it.
the risk of greenwashing, to develop a strategic framework,
authentic to their organisation’s purpose and goals.
How to understand what sustainable How to manage an authentic
Participants will be supported by industry experts in building their strategy, as well as defining any marketing is and why we need it sustainable supply chain
challenges or elements they may come across when implementing this into their own organisation. The
support is also extended on a consultancy-style basis, with two additional, individual follow-up sessions
with their industry expert, who can help them practically engage and apply their strategy, as well as
How to overcome the fear of greenwashing How to manage stakeholder
work with them to overcome any setbacks in executing this. This balance of expert-led tutoring and
by building trust and transparancy expectations
collaborative group work equips participants in a wide-breadth of topics, allowing them to gain a new
perspective on driving growth through sustainable marketing. We will incorporate site-visits, real-life
case studies, practical exercises and simulations.
How to understand customer insights and promote
Six months after the face-to-face sessions in Cambridge, all participants will be invited back to our virtual
behavioural changes for a more sustainable future
Sustainability Showcase to share their framework and implementation in their organisations, in front of a
panel of faculty members and industry experts, who can help to review and guide on next steps, as well
as celebrate the move towards fully Sustainable Leadership.

“Empower your leadership with the knowledge

and skills to create sustainable value through ESG
marketing strategies with our Executive Education
Who should attend
• Senior executives of established organisations who have the ability, responsibility, and
programme.”
authority to make changes within their organisation PROFESSOR JAIDEEP PRABHU
• Senior Marketing leaders and directors of organisations, looking to embrace ESG throughout Academic Programme Director
their entire supply chain
• Managers, seeking to understand how to be authentically sustainable in marketing
• Those in a senior transformational role tasked with the strategic direction of a business unit.

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Your learning journey Post programme (Online)
• Individual follow-up sessions
• Review challenges which have arisen since the start of the
implementation
Pre-programme (Online) • Review of the framework in action and next steps and learnings from the
• Introductory goal setting and reflection on current challenges programme

Live launch (Online)

• Programme overview Sustainability Showcase (Online)
• Key principle outlines of Sustainable Marketing Leadership • A review of framework and implementation
• Next steps and guidance
• Led by a panel of faculty members and industry experts

Four days in Cambridge (Blended)

Module 1 (Face-to-face)
• Pressure and trends; sustainable marketing through an ESG lens
• Sustainable marketing: what is it and why do we need it?

Four days in Cambridge (Blended)

Module 2 (Face-to-face)
• The 7 P’s of sustainable marketing
• Understanding customer insights and promoting behavioural changes to a more
sustainable future Benefits
• Building innovative products for the future
• Tailored for senior leaders and directors who aim to integrate
strategic ESG (Environmental, Social and Governance) marketing
values into their organisation.
• Immersive, hands-on, and collaborative learning approach enabling
participants to engage with one another and world-leading faculty
Four days in Cambridge (Blended)
and expert practitioners.
Module 3 (Face-to-face)
• Understand current trends in sustainable marketing and integrate
• Authentic supply chain management
these into your organisation.
• Using AI to enhance digital marketing
• Gain a new perspective on driving growth.
• Establish the business and financial case for adopting a sustainable
marketing model.
• Learn and assess the difference between traditional marketing and
sustainable marketing.
Four days in Cambridge (Blended) • Understand how to be authentically sustainable in marketing and to
Module 4 (Face-to-face) overcome the challenges it presents.
• Greenwashing and greenhushing: building trust and transparency • Learn from real-world examples and apply best practices in
• Branding and communication
sustainable marketing.
• Customer-centricity in responsible organisations
• Stakeholder management: expectations and execution • Understand the different roles throughout the value chain.
• Address the pressing issues surrounding sustainable marketing.

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Certificate of Attendance
Upon successful completion of the programme, you will be awarded
a digital certificate of attendance by Cambridge Judge Business
School Executive Education.
• Built-in social sharing tools allow you to celebrate your achievement
with your network via LinkedIn, email and other platforms
• Make your achievement discoverable on search engines, or set it to
private and share it only with selected people
• Ability to embed on your website or email
• Available for download in digital format and print.
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Faculty and speakers
Learn from world-leading thinkers, gain new insights and perspectives.
PROFESSOR EDEN YIN
Academic Programme Director
Associate Professor in Marketing
Eden’s main research and teaching interests are in the area
of marketing strategy, innovation, high-tech marketing, and
internationalisation strategies for firms from emerging economies.
His research has appeared in top academic journals including The
Journal of Marketing Research, Journal of International Marketing,
Management International Review and Sloan Management Review.
As a consultant and executive educator, Eden has worked with
clients such as McKinsey & Co., ABF, Ofcom, ARM and the State Grid
of China among others.
MUNISH DATTA
Director of Sustainability for Specsavers Group
Fellow at Judge Business School
Munish is Director of Sustainability for Specsavers Group, operating
in 11 countries, with 45,000 partners and colleagues, changing the
lives of 41 million customers through better sight and hearing. As
a Fellow at the University of Cambridge Institute for Sustainability
Leadership, he empowers senior business leaders & organisations
to tackle critical global challenges. Munish is Senior Independent
Advisor to BNP Paribas Real Estate Investment Management UK and
trustee of sustainable development charity and social enterprise,
Bioregional. He is a Governor (Non-Executive Director) of the
Stephen Perse foundation of schools (Cambridge, UK) & trustee of
Rama Foundation, a UK charity building the capacities and skills of
disadvantaged communities in rural India.
From October 2018 till May 2022, as director at UK Green Building
Council, Munish was responsible for leading the organisations
membership strategy and accelerating the delivery of its mission to
radically improve the sustainability of the built environment. He is
alumnus of global retailer Marks & Spencer where, for 21y, till 2018,
he led cross business teams to design and deliver the multi award
winning, globally renowned sustainability strategy (Plan A), for its
operations including a 1000+ buildings property portfolio.
PROFESSOR JAIDEEP PRABHU
Academic Programme Director
Professor of Marketing
Jaideep Prabhu is Professor of Marketing, Jawaharlal Nehru
Professor of Indian Business and Enterprise, and Director of
the Centre for India & Global Business at Cambridge Judge
Business School. He has published in and is on the editorial
board of leading journals such as the Journal of Marketing. He
has appeared on BBC News24, BBC Radio 4 and Bloomberg
BusinessWeek. He has consulted with executives from
Bertelsmann, Barclays, BP, BRAC, BT, GE, IBM, ING Bank, M&S, the
NHS, Pearson, Roche, Shell, Siemens, Unilever and Vodafone.
He is the co-author of Jugaad Innovation: Think Frugal, Be Flexible,
Generate Breakthrough Growth, described by The Economist
as “the most comprehensive book yet” on the subject of frugal
innovation. His 2015 book Frugal Innovation: How to do Better
with Less won the CMI’s Management Book of the Year Award
2016. His most recent book How Should a Government Be: The
New Levers of State Power was published in February 2021.
DR MARK BLOOMFIELD
Founder at Turbulence
Fellow at Judge Business School
Dr Mark Bloomfield, the founder of Turbulence, supports
organizations in accelerating their transformation journey. As
a Fellow at Cambridge Judge Business School, he works with
business leaders in the fields of innovation and sustainability.
Before this, Mark served as the Director of Commercial
Transformation and Innovation at Global Media & Entertainment
for more than 10 years. He also held the role of Head of
Operations Research at the Thomas Cook Group. Mark earned his
PhD in Aerospace Engineering from the University of Bristol, in
partnership with Airbus, and offers his expertise as an advisor to
start-ups across diverse sectors.
Why Cambridge? Contact us You may also be interested in:
All of our programmes offer the same quality and If you have any questions or would like to have a chat about this
academic rigour one associates with a Cambridge programme and how it could benefit you or your organisation,
please get in touch with the programme advisor:
University education:

Faculty
Environmental, Social and Governance (ESG)
• Delivered by Cambridge University Judge’s world-class faculty
• Cambridge Judge is a strong research-oriented top-20 global Our programmes on Managing Organisations help managers navigate some of the
business school with 19 research centres many complex challenges of modern organisations. These proven programmes offer
• ALL programmes are designed and led by an Academic innovative and research-driven toolkits for the most common management skills, as
Emily Cannon
Programme Director who is a member of Cambridge Judge well as very specific support in key operational areas.
Business Development Manager,
faculty and will deliver substantial portions of that programme.
Open Programmes
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Emphasis on small group learning
• With small groups and classes, we continue the Cambridge Way
that emphasises with high levels of interaction with world class Certificates of Achievement
Faculty.
Executive education is often about building a new set of capabilities; perhaps to
enable a step-up in one’s career or enable a career switch. The General Management
Emphasis on quality outcomes Certificate of Achievement (GMCA) can be a useful platform to launch you on that
• Whilst high levels of faculty interaction are core pillars of the next step.
Cambridge Way, we also seek to monitor our delivery against the
individual needs of participants; where appropriate, we utilise: Our Certificates of Achievement can help you in two ways:
You are able to build a truly bespoke package of learning tailored to your needs and
• Psychometric testing both as part of the preparation and objectives; giving you a high level of flexibility yet always with the rigour that one
debrief on programmes would expect from Cambridge. You will also possess valuable and visible evidence
• Impact studies that clearly define the outcomes secured of your new-found skills and a visible demonstration of your commitment to your
through our programmes personal development: a Certificate of Achievement from Cambridge Judge Business
School.
• It is no accident that over a little half of our Open Face to Face
participants come back to Cambridge Judge at least once, often In addition, in the case of the GMCA, you will also become an Associate Alumnus of
multiple times Cambridge Judge Business School upon completion.
• Similarly, over half of our Custom programmes are with companies
with whom we have worked before.
Benefits
• Choose a method of study to meet the demands of your timetable and topic areas
that best satisfy your learning requirements
• Access the latest thinking and research from our world-leading faculty
• Network with a diverse group of peers from across the globe, industries and sectors,
on our highly interactive programmes
• Receive a digital certificate of attendance from each programme taken, as well as
the Certificate of Achievement.

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Cambridge Judge Business School
Executive Education
University of Cambridge
Trumpington Street
Cambridge CB2 1AG
United Kingdom

Open Programmes Team

Tel: +44 (0) 1223 762183
Email: executive.education@jbs.cam.ac.uk
www.jbs.cam.ac.uk/executive-education

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