Learning the language of sustainability

We sat down with past-student Jennifer Owens, Head of Marketing at Tracera, to understand more about his motivations for joining CISL's Sustainable Marketing, Communications and Brand Management 8 week online course, and the outcomes and experiences that made this programme valuable for her.

What motivated you to attend the sustainable marketing course at CISL 

I decided to join the CISL sustainable marketing course for both personal and professional reasons. I had a wonderful mentor who had previously taken the course and raved about it. 

Professionally I was looking for courses but some of them were too broad or too theoretical. The unique intersection of sustainability and marketing that this course brought to the floor was perfect and just what I needed. It was the right choice for me. 

What challenges did you face and how did the course help you to overcome these? 

The biggest challenge I faced, coming from a communications and marketing background, was pivoting towards sustainability. I have always said that I have never been edited so heavily as when I first started writing and trying to communicate sustainability concepts.

My challenge was gaining confidence and accelerating my understanding of the topic. I was looking for a framework that put long-term wellbeing for all at the centre of what we do. That framework really helped me organise my thoughts and understand what I was trying to achieve when marketing sustainability concepts, and that's exactly what the course gave me.

Has the course changed your perspective? 

Yes, the course transformed how I see not only the sustainability concepts we are trying to communicate, but also marketing's role in business transformation.

It shifted my mindset away from seeing marketing as a support function that comes in after a product has been designed or after a challenge or opportunity has been identified. Instead, it placed marketing at the centre, representing stakeholders, shaping the behaviours we want to influence, and helping tell the stories that drive change. That shift was truly transformative for me.

How has the course impacted your career? 

This course has really accelerated my career in sustainable marketing. It has given me a framework to organise my thoughts, as well as the language and confidence to communicate sustainability effectively.

It has also given me a network of professionals that I can turn to when I am struggling with a concept or need to develop a particular skill. Being part of this community of fellow practitioners has been amazing and has helped accelerate my professional growth.

Can you tell us a project or initiative where you applied concepts from the course? 

Having recently transitioned into a new role, I don't have a particular project to point to yet. However, the influence of the this course can be seen in everything we are doing as we build our first marketing strategy. The collateral we are creating and the messaging we are focusing on have all been shaped by what I learned on the course. It is influencing every move I make.

What advice would you give to anyone considering a CISL online marketing course? 

Embrace the opportunity. That is my biggest piece of advice to anyone considering the CISL Sustainable Marketing course. It is a fantastic experience, and you will love it!

That said, I do have to advise you. Approach the course with a student’s mindset. The assessments, grading criteria, and academic rigour will take you back into that mode of learning. The grading is rigorous, but your tutor is there to bring you along and to help you to improve.

It's exactly what you would expect when Cambridge is assessing your work, but you are going to learn so much through the process. Embrace it, learn from it, and keep improving.

How has the CISL network supported your journey? 

The CISL network has been an incredible resource. I wish I tapped into it more often, but life gets busy. What is reassuring is knowing that it is there and always will be.

I have also made genuine connections with people I met on the course, and I still think about many of the things they shared. As my responsibilities, needs, and challenges evolve, I know that network will continue to be there. We are all in it together, supporting one another, and I look forward to helping others just as they have helped me. It is a truly strong network.

Is there anything else that you would like to share? 

The course has been transformative for me, both personally and professionally. The connections I have made are strong and long-lasting, but equally valuable are the confidence, frameworks, and language that the course has given me. They help me now, and I know they will continue to help me throughout my career.