Course Curriculum

Sustainable Marketing Powered by AI and Harvard Method

4sections
13lectures
53mtotal

What you’ll learn

  • Diagnose why your sustainable product isn't selling and identify the specific mismatch between your eco-messaging and what customers actually want to buy.

  • Segment your customers by their real attitudes toward sustainability — not demographics — and craft messages that convert each group without alienating others.

  • Develop pricing strategies that protect your margins while avoiding the common trap of overcharging (or undercharging) for environmental benefits.

  • Overcome the hidden bias that makes customers assume eco-products underperform — even when they don't — using proven positioning techniques.

  • Create a complete go-to-market communication strategy for your own product using the exclusive strategic tool provided in this course.

01

Introduction

2 lectures • 10min

  • Introduction

    8:31

  • How AI can serve as a copilot in sustainable marketing

    1:48
02

Understanding the framework

4 lectures • 32min

  • Intro to module 2: Framework by Harvard Business Review

    1:02

  • Balancing benefits in sustainable marketing

    11:17

  • Marketing to sustainability segments

    6:20

  • Communication playbooks for sustainable marketing

    13:28

  • Quiz

    Activity
03

Operationalizing the framework

5 lectures • 9min

  • Intro to module 3: Applying the framework with AI as a copilot

    0:52

  • Challenge context

    2:05

  • Challenge brief

    1:46

  • Steps to follow

    2:46

  • Access to my AI tool to do Sustainable Marketing

    1:51
04

About the authors

2 lectures • 2min

  • About the authors of the article taken as inspiration

    0:47

  • About Juan Cruz, the author of this masterclass

    0:56