This e-course, developed by DTV Consultants as part of the EU-financed CIVITAS CAPITAL project, offers a broad overview of the main elements involved in marketing urban cycling. Course participants will get to closely examine the history of urban cycling and learn how marketing has influenced certain consumer behaviours. The course also details the building blocks of creating an urban cycling marketing campaign, and includes relevant examples from several international cities.
The following experts were brought together for the development of this e-course:
- DTV Consultants: DTV Consultants, a leading consultancy and training firm for mobility professionals, has 30 years of solid experience in providing sustained research, innovation, and advice. It has offered training courses on cycling infrastructure, safety, and policy on both a national and international scale.
- Copenhagenize Design Co. is a multidisciplinary team advising cities and towns all over the world in all matters relating to bicycle culture, planning, traffic, and communications. The human perspective – characterised by design, anthropology, sociology, and common sense – is at the heart of our organisation. We specialise in inspiring and advising cities and organisations to re-establish the bicycle as a worthwhile and sustainable form of transport.
Through a combination of texts, articles, video clips, and work on small assignments we will ensure that participants are aware of the principles of cycling marketing. At the end of the course, participants will have learned:
- the basic principles of a marketing message within the context of urban cycling
- the historical significance of marketing cycling
- the role marketing plays in impacting mobility behaviour
- the key elements in creating a successful cycling marketing message
- various methods to analyse relevant international examples of cycling marketing
Programme outline ecourse Marketing Urban Cycling:
- Block 1: Understanding urban cycling as a product
- Block 2: The building blocks of marketing
- Block 3: How marketing influences people’s perspectives
- Block 4: Communicating change by understanding the user
- Block 5: Communicating change by appealing to mainstream culture
- Block 6: Communicating change through emotions
- Block 7: Review and further learning
- Block 8: Final test
After each block, participants must answer a short practice question that will not feature on the final test in Block 8. The course can be taken, paused, and resumed at any time during the day. Each block takes between 10 and 20 minutes.
Teije is an urban mobility professional with over 10 years of experience creating innovative solutions, sharing knowledge, and planning in the field of urban mobility.
At CIVITAS CAPITAL he was responsible for the capacity-building work package and launched the CIVITAS Learning Centre where he coordinated and codeveloped 16 e-courses, 14 training courses, 30 work placements, and 1 summer school programme.
When and where
This e-course can be followed anywhere and anytime at a pace that suits you. Courses can be started, paused, continued, and finished as needed. One e-course takes approximately 30-90 minutes.
The e-course is available online. By using the link below and completing the registration form you will be enrolled free of charge.
This e-course is targeted at mobility professionals and others interested or involved in:
- raising awareness for urban cycling
- cycling advocacy
- policy-making with an emphasis on the development and implementation of cycling policies
What is included:
- the course: enrol anytime and complete anytime
What is not included:
- personal guidance and tutoring. For a tailored approach, please refer to our selection of trainings or contact us to discuss the possibilities for customised training.