This course is designed to provide a focus on the importance of Marketing in the development of the Fair Trade sector. The course will critically appraise the structure of the fair trade market and the different approaches to marketing fair trade products. The course takes an applied approach looking at the application of ethical and social marketing to fair trade. In addition the course will evaluate the role of sustainable marketing communications and network marketing to fair trade products and organisations.
Course length: 3 full days
The course aims to provide delegates with the ability to:
· Demonstrate the knowledge and critical understanding of the structure of the fair trade market.
· Be able to critically assess how the fair trade market has developed with the mainstreaming of fair trade.
· Be able to critically understand and apply a range of marketing theories and concepts to help explain the different approaches to fair trade marketing.
· Develop an appropriate marketing strategy for a fair trade organisation of group whether it be a Fair trade business or a Fair Trade campaign group.
By the end of the course, participants will be able to:
· Critically evaluate the fair trade market.
· Critically appraise the mainstreaming of fair trade.
· Critically examine the concepts and theories underpinning the marketing of fair trade including ethical marketing and consumerism, social marketing, sustainable marketing communications, network marketing and new theory based on how fair trade companies compete.
· To synthesise marketing theory for fair trade and develop an approach for the delegates own organisation whether this be a local campaign group or a fair trade business.
· Evaluate the role, responsibility and impact of fair trade marketing.
Continuing Professional Development Officer
+44 (0) 151 291 2157
+44 (0) 7740 174027