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DMA Introduces 'Green Marketing' Professional Development Program: A Certificate in Eco-Responsible Marketing
Las Vegas, NV, October 15, 2008— For the first time in marketing, professionals have an opportunity to earn "green marketing" career education credentials through the DMA Certificate in Environmentally Responsible Marketing (ERM), a new program of the Direct Marketing Association (DMA). Professionals who complete the 11-course curriculum will earn an ERM Certificate, and will gain knowledge and tools to consider environmental outcomes in their overall direct marketing planning, strategy, and tactical decision-making.
DMA announced the launch of the ERM certificate program at DMA08, the six-day Global Event for Integrated Marketing, which concludes today in Las Vegas, NV.
"Today, marketing strategies need to incorporate responsible environmental stewardship," said Meta Brophy, director, publishing operations, Consumers Union, and chair of DMA’s Committee on Environment and Social Responsibility (CESR). "Marketing professionals in for-profit and nonprofit organizations alike have an important role to play in shaping sustainable business. DMA’s ERM certificate program, which we believe to be the first of its kind in the world of advertising and marketing, is designed to instruct marketers from all fields on practices that will help their marketing efforts to be relevant, responsible, and results-driven in increasingly important ways."
A ‘Triple Bottom-Line’ Focus on Direct Marketing’s Environmental Impacts
The ERM certificate curriculum, which launches December 1, 2008, seeks to inform marketing professionals about the environmental impacts, positive and negative, specifically relating to the direct marketing process, and how the business decisions they make about this process can enhance sustainability from a "triple bottom-line" perspective — profit, environmental performance, and social responsibility. Initially, there will be nine core modules, followed by five elective modules, from which Certificate holders must complete at least two.
ERM Certificate Program Begins with December 1 Online Briefing
The first course, "The DMA Environmentally Responsible Marketing Certificate — Build a Long-Term, Sustainable Environmental Policy or Program," is scheduled as a live online briefing on Monday, December 1, from 1:00 – 2:30 p.m. (EST).
Additional courses with their tentative go-live dates include:
All courses will be offered in live online briefings and at various DMA conferences in 2009 (there is no separate charge for courses that are offered as part of a DMA conference registration). All courses — both online and those offered at DMA conferences — will be recorded and offered to enrolled professionals online and on-demand after the event.
Commenting on the ERM program, Senny Boone, DMA’s senior vice president, corporate and social responsibility, said, "The faculty for this curriculum is drawn from marketing professionals and others who represent a diverse set of companies and organizations. Many of them are members of DMA’s Board-level CESR, or are highly experienced in environmental compliance for their respective organizations. This program will empower professionals to examine the environmental impact of the marketing process for better results."
The new ERM Certificate program, Boone pointed out, builds on DMA’s repertoire of environmental initiatives which date back to 1989. In 2005, the association formed its CESR and launched an aggressive environmental action program.
Information about the ERM certificate program is available by emailing DMA firstname.lastname@example.org. The member price is $899 for the full 11-course certificate, or $199 for a single course. The non-member price is $1,399 for the full certificate, or $299 per single course.
For information on DMA’s many other green initiatives, please visit the DMA Environmental Resource Center atwww.the-dma.org/environment. Questions and/or requests for more information about the certificate program should be directed to email@example.com.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.
In 2008, marketers — commercial and nonprofit — will spend $176.9 billion on direct marketing, which accounts for 52.1 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.057 trillion in incremental sales. In 2008, direct marketing accounted for approximately 10 percent of total US gross domestic product. Also in 2008, there were 1.6 million direct marketing employees in the US. Their collective sales efforts directly support 9.3 million other jobs, accounting for a total of 10.9 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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