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DMA Intros 'Green Marketing' Professional Development Program
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DMA Intros 'Green Marketing' Professional Development Program

October 17, 2008
By Brendan B. Read
Senior Contributing Editor

Going green fosters a healthier and more prosperous market. It can also help direct marketers and teleservices firms to stay in the black by forestalling lobbying efforts to limit targeted direct mail that, if successful, would reduce online and phone response.

To help direct marketers go green, the Direct Marketing Association (DMA) has created a new educational program: the DMA Certificate in Environmentally Responsible Marketing (ERM). 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.
The DMA announced the ERM certification program at Wednesday’s wrap up of DMA08, the association’s annual meeting and conference that was held in Las Vegas, Nev.
“Marketing strategies need to incorporate responsible environmental stewardship,” points out 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.”  
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. It explores 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. 
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.
The DMA 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. 
 “The faculty for this curriculum is drawn from marketing professionals and others who represent a diverse set of companies and organizations,” explains Senny Boone, DMA’s senior vice president, corporate and social responsibility. “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.”

Brendan B. Read is TMCnet�s Senior Contributing Editor. To read more of Brendan�s articles, please visit his columnist page.

Edited by Stefania Viscusi

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