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42Courses

Goodvertising

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Three promises you can rely on.

A CPD-accredited Mini MBA.

Credit that feels real because the learning is real. Signed, dated, and easy to verify.

Marked by humans, not bots.

You get feedback from a real person who reads your work and responds, usually within 24 hours.

Personalised to your role.

We reshape each lesson around what you do day to day, so it's ready to put into practice straight away.

About this course

Can advertising actually do some good, not just sell things?

You've probably already guessed, but 'Goodvertising' is a clever twist on 'advertising' and 'good'.

It's about showing that being genuinely helpful to the world can also be a smart move for your business.

Because the way brands behave affects the planet, customers expect more responsible choices.

And yes, that has to happen while keeping customers engaged and the business profitable.

If that feels like a juggling act, this online Goodvertising course is here to help you do it properly. The right approach, the sustainable approach, for your brand, your customers, your results, and the world around you.

You'll learn how to spot what's true about your brand, then turn that into action in both internal teams and outward-facing marketing. On top of that, you'll work out how to respond to cultural shifts and measure whether your new direction is landing.

Inside the course, you'll get award-winning case studies from some of the most respected brands, plus deep research, and even insights from the original creator of the Goodvertising idea. There's also input from best-selling author Thomas Kolster, who's widely known as a genuinely decent human.

When you finish, you'll receive a CPD-accredited certificate you can proudly show on your CV or LinkedIn.

Ready to take the first step towards making a difference today?

Why learn with 42courses?

Your learning experience is built for modern, creative study. Lessons are broken down into short, digestible chunks you can fit around your schedule. Each one ends with a quick quiz so you can check you've really got the point. As you go, you'll collect points and badges, so you can see how you're doing compared to other learners.

What level of learning is this?

Every course on 42courses starts with the essentials. You'll finish knowing the subject, plus the key tools, models and best practice you need.
Real tutors review your progress throughout and guide you if you hit a wall.

How long does it take to complete a course?

You're looking at around 7-9 hours in total. There are no deadlines. Each course is split into smaller, bite-sized lessons.
It's on-demand, so you can start and stop whenever you want. No more waiting for someone to mark coursework.

What you'll learn:

Make your business operations more sustainable
Pin down what your business is really for
Turn that purpose into campaigns people want to engage with
Plan how your business should react to major cultural moments
Learn how to help create a better world

Who's it for

Built around you.

If you're a:

Person who wants to give their company a clear purpose
Anyone hoping to make a real-world difference
CEO or marketer who wants to build brands with meaning and momentum

A quick look behind the scenes.

💡

Inside a lesson

Short, engaging lessons that actually tell a story, not just dry information. Each one is about 15 minutes. You'll get a video, a piece of writing with a clear narrative, and a question to confirm the key idea has stuck.

💡

AI personalisation

Made for your role and the goals you're working towards. Tell us what you do and what you're trying to change. We then tailor every lesson with practical takeaways for your specific situation. The core frameworks and data stay the same, but the examples are swapped to match your world.

💡

Real feedback

Someone human, cheering you on. A selection of questions are marked by a real person on our team. If you need a nudge, you'll get one. And if you're stuck, we're always glad to jump on a call with you.

💡

The certificate

A Mini MBA certificate you can keep and show. You'll get a CPD-accredited certificate that's signed, dated, and trackable. Also, our completion rate is above 80%, compared to an industry benchmark that's usually nearer 10%.

42courses vs typical online courses.

Feature	42courses	Typical platform
Marking & feedback by real people	Within 24 hours	Auto-quiz only
Personalised by role & sector	AI rewrites every lesson	Same content for everyone
Taught by working practitioners	The people who wrote the book	Often academics or actors
Average completion rate	Over 80%	5 to 15% (industry average)
CPD-accredited Mini MBA certificate	Every course	Sometimes
30-day money back, no questions	If you aren't satisfied, we aren't either	Usually a 7-day refund window

Questions you might be asking.

Roughly eight hours altogether, broken into lessons that are about 15 minutes each. Most people get through it in around two weeks, but you can go at your own pace. There's no time limit, and you can pause whenever life gets in the way.

No prior study needed. We begin with the basics and then build step by step. You'll also get a fresh way of thinking, thanks to insights drawn from leading experts in the field. Whether you're completely new or you've already got solid experience, there's something useful here.

Each lesson ends with a short question to help you check your understanding. In every course, some of the questions are marked manually by our team. If your answer needs a steer, a real person responds with notes to help you get there. And if you want to talk anything through, just reach out and we'll happily set up a call.

You get 30 days after you enrol to request a full refund, no questions asked. No exit survey, no uncomfortable back-and-forth. We respond to refund requests within 24 hours, often sooner. If you're not happy, we'll make it right.

The books cover the theory and the science. This course is where you see how to apply it, with guidance shaped around your role and your goals. So you finish with practical, personalised takeaways from every single lesson.

Yes. People have used it across tech, healthcare, retail, banking, government, charities, and education. The lessons are tailored to your role and what you're aiming for, so the examples and exercises shift to fit your day-to-day context.

Yes. Most learning and development budgets can cover it without a problem. If you need it, we can provide a VAT-friendly invoice, just email us at groundcontrol@42courses.com. For groups of 10 or more, check Team plans.

It's a CPD-accredited certificate that's recognised across the UK and internationally for continuing professional development. You'll get a version personalised with your name, signed and dated, and trackable as well. Add it to your LinkedIn, your CV, your performance review folder, or wherever you keep proof of growth.

Tools You'll Explore

Thomas Kolster

Thomas Kolster founded and directs Goodvertising Agency in Copenhagen. The team works with companies and organisations to turn environmental, social, and health risks into real market opportunities, so improving communities and protecting the planet goes hand in hand with growing the bottom line.

Lions

Ever since it first launched in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together each year in Cannes. It's a place to learn, connect, and celebrate what's great. Now, for the first time, people everywhere can learn from the very best in the industry without leaving home.

What we'll cover, in order.

An Introduction to Goodvertising

What Goodvertising means and how we got to where we are today.

What is Goodvertising

Should businesses give a damn?

The purpose revolution

The power of the people

The Challenges of being Good

Being good isn’t all unicorn and rainbow emojis. It comes with its own set of challenges.

The Hero Trap

The sustainability challenge

Is your brand ready to get naked?

The challenge of change

What is a purpose?

In order to create Goodvertising, you need to find your purpose. Here are some tools you can use to help find yours.

Finding your brand's deeper meaning

Being purposeful doesn’t have to be serious

Bringing your brand to life, literally

How to find your purpose

Five tools that will help you find your brand's purpose.

Your brand has a purpose, you just have to find it

Tool 1 - What’s the Big Ideal?

Tool 2: What you can't measure, you can't change

Tool 3: Mine your ownable data

Tool 4: Find the tension in your business

Putting your purpose to work

How to start putting your purpose to work both internally and externally.

When people change, brands must change

Change your benefit

From purpose to post-purpose

The Arrow

Taking it internal

How to activate your customers

How to turn your purpose into a campaign

How to create your own transformative campaign or platform.

An introduction to the how

Make it transformative

Make it clear

Make it motivational

Make it creative

Make it replicable

Make it easy

Make it relevant

Responding to Movements as a Brand

In a world where movements are happening more often, learn how to correctly respond to them as a brand.

The rise of the movement

Responding to movements

How to Respond with Authenticity

Measuring Goodvertising

How can you measure your positive impact? We take a look at the shift from the Return on Investment Model to a Return on Impact model (A different kind of ROI).

Is it worth it?

What’s the value of good?

Show me the money (How it pays to be good)

The role for big business

Another way Goodvertising pays off

How to measure good

It's up to us

Certification Process

Complete all the classes

Attend classes, ask questions, and finish your homework. We check your activity and support your learning journey every step of the way.

Get the Summary Notes

Receive high-quality supporting documents, summary notes, and recommended readings. Ensure you have access to all tools and resources.

Complete 100% Impact

Complete the final assessment to validate your learning. Earn your certificate and share your achievement with your professional network!

Free

Enroll for Free

This Course Includes:

Level Access

9h of Content

Certificate of Completion

English

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Add value to your profile

Official Certificate

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