SUSTAINABILITY BRAND MANAGEMENT – Impact of and on Environmental Social/Economic and Ethical Actions and Communication

In your task of generating profits from your market offers, are you achieving at the expense of, or are you still able to win the love of the stakeholders of our earth?

Brands are being swept along the unstoppable sustainability tide of change. with some emerging winners and others, beached.

The objective of this one-day overview course is to show you how you can manage your brand into an authentic, sustainability brand propagator to meet your Return on Investment (ROI) goals, whilst still remaining relevant to society, and true to your ethics. The knowledge and skills acquired will equip learners performing varying job roles, all of which are essential towards a focused holistic management of that one brand. Local and global cases are studied, and the course also reviews global trends and issues influencing sustainable market success.

Who Should Attend

Corporate Strategists, Sustainabilty/ Corporate Social Responsibility (CSR), Brand and Marketing Officers, Communications Practitioners, Business and Brand Owners..

Minimum Entry Requirements:
Basic knowledge of some of the topics

Programme Outline

Learning Objectives

By the end of this course, participants should be able to / can expect to:

Understand the core fundamentals of meeting the needs of this generation without harming those of future generations
Learn the additional new Ps of Marketing and how to productively link environmental/social economic responsibility to consumer marketing programs
Understand the inter-relationship of environmental responsibility, socioeconomic responsibility, ethical behavior with respect to corporate governance
Dive into the role of brands in the wider sustainable context and learn how to meet profit goals whilst building a relatable sustainability brand
Master how to strategically position as an authentic sustainability brand whether your brand is a sustainability brand, or you are adopting sustainability as a Corporate Social Responsibility (CSR)
Analyse how sustainability initiatives can impact and have serious implications on consumer perception of the efforts if not branded and marketed authentically
Effectively communicate sustainability initiatives to various audience segments like customers, employees, partners, shareholders, investors, community, society, environment, media and government.

Day 1

Evolution – CSR & Cause-Related Marketing
Today’s Pressure Sources, Stakeholders, and Gen Z
9 Ps of Marketing
Environmental, Socioeconomic and Ethical Bottom Lines:
- Brown to Green Economy
- Linear vs Circular Business Models
- Natural, Social and Cultural Capital
- Corporate Governance
Impact of and on Sustainability Branding
- Greenwashing vs Authenticity
- CSR vs Sustainability Brand Proponent
- Sustainability Positioning and Advocacy
- Communication: Controlled vs Connectivity
In-class Exercise, Presentation, Feedback, Q&A

Assessment

Class Exercises

Course Fees and Funding

Full course fee inclusive of prevailing GST	You pay S$1,090
SkillsFuture Course Fee subsidy (70%) For Singapore Citizens < 40 years old For Permanent Residents	You pay S$327
Mid-Career Enhanced Subsidy (90%) For Singapore Citizens ≥ 40 years old	You pay S$127
Enhanced Training Support for SMEs (90%) For SME - Sponsored employees	You pay S$127

The above module fee payable is inclusive of 9% GST.

Instructor

Jean Tan
Adjunct Senior Fellow, SUTD Academy
Brand & Marketing Consultant, Aago Consulting

Jean Tan leads Aago Consulting, an integrative brand, marketing and communications consultancy with clients in industries ranging from Artificial Intelligence, Arts & Heritage, Consumer Goods/FMCGs, Corporate Services, Education, Financial Services, FinTech, Food Solutions & Services, Healthcare & Sciences, Hospitality, Leisure & Travel, Lifestyle & Entertainment, Media, Medical, MICE, Non-Profit Organizations, Online, Petroleum & Fuels, Real Estate, Theatre & Arts, Trade Associations, Technology to Virtual Reality.

As well as independent assignments from countries as far-flung as Africa and the US, Jean’s work includes Enterprise Singapore-funded Branding Internationalization Projects and National Arts Council (NAC) Sector Transformation Fund (STF) Projects. A PMC-Certified Practising Management Consultant, recognised by more than 80 countries worldwide, her clients range from award-winning start-ups, SMEs to MNCs.

With more than 20 years corporate experience, spanning 20+ countries, Jean has headed Brand, Business Strategy and Marketing departments/divisions in MasterCard International Inc. (Payments), Standard Chartered Bank (Priority Banking/Wealth Management), American Express Inc. (Consumer Banking), DBS Bank Group (Payments), Prudential (Retail Financial Services) and DPSL (Sony Digital Picture Stations).

Winner of several awards, and speaker at conferences, Jean’s public relations messaging and story-angling has gained coverage in media from The Business Times Singapore (Editorial), Radio France International, Reuters, coindesk.com to Playbill.com.

Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

Reporting of national statistics and conducting of holistic continuing education training research and analysis;
Facilitate the conduct of the relevant surveys and audits in relation to the Course;
General administration of the Course including but not limited to processing of the subsidy provided by SSG;
Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and
SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.

I agree to:

Attend and complete all lectures, class exercises, workshops and assessments;
Complete the Course feedback at the end of the Course;
Complete the post Course survey sent about 3 to 6 months after class attendance; and
Sign up for a personal email account.

SUTD Privacy Statement

For more information on SUTD's privacy statement, please visit https://sutd.edu.sg/Privacy-Statement.

SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

If a written notification is sent to sutd_academy@sutd.edu.sg within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made.
No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to sutd_academy@sutd.edu.sg. Terms and conditions apply.

Registration Policy

Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.
Course enrolment is based on a first-come, first-served basis.
SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances.

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.
Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

For more info, please visit SkillsFuture website at https://www.skillsfuture.gov.sg/enhancedsubsidy

Funding under Enhanced Training Support for SMEs ("ETSS")

ETSS is an enhanced funding to enable SMEs to send their employees for training.
SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.
In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.
To qualify, SMEs must meet all of the following criteria:
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents

For more info, please visit SSG website at https://www.ssg.gov.sg/programmes-and-initiatives/funding/enhanced-training-support-for-smes1.html

Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit https://e2i.com.sg/individuals/ntuc-education-and-training-fund/.

Funding under Post-Secondary Education Account ("PSEA")

The Post-Secondary Education Account (PSEA) is part of the Post-Secondary Education Scheme to help pay for the post-secondary education of Singaporeans.

This is part of the Government’s efforts to encourage every Singaporean to complete their post-secondary education. It also underscores the Government’s commitment to support families in investing in the future education of their children and to prepare them for the economy of the future. PSEA is not a bank account.

It is administered by the Ministry of Education (MOE) and is opened automatically for all eligible Singaporeans.

Account holders can use their PSEA funds to pay for their own or their siblings’ approved fees and charges for approved programs conducted by approved institutions.

However, you will have to check your eligibility and balance by contacting MOE first.

Contact MOE at (65) 6260 0777

E-mail to MOE at contact@moe.edu.sg

Click here for MOE website.

Sustainability Brand Management