Environmental protection and green education are important global issues. The Internet of things (IoT) is a new effective communication medium for advertisement and dissemination. To promote the concepts of environment protection with green marketing via the IoT is the aim of the study. Case...

Background: As sustainability becomes an integral element of strategic brand communication, higher education must equip students with the capacity to integrate Environmental, Social, and Governance (ESG) principles into professional practice. This study implemented a Project-Based Learning (PBL) model in a university-level public relations course, using RHINOSHIELD’s “Recycled Shell Program” as a live case. Students engaged in interdisciplinary teamwork, data-driven analysis (e.g., via OpView), and iterative proposal development under the guidance of industry mentors. A mixed-methods approach was employed, including pre- and post-course surveys, portfolio assessments, and expert evaluations. Statistically significant improvements were observed across multiple learning dimensions, including ESG literacy, strategic communication planning, and applied PR proposal writing (p < 0.001; Cohen’s d > 1.0). Industry feedback further validated students’ enhanced creativity, feasibility awareness, and alignment with real-world sustainability goals. The findings reinforce the effectiveness of PBL as a pedagogical strategy for cultivating ESG-aligned communication competencies. Through the integration of real-world collaboration and data analytics into the curriculum, the study proposes a replicable instructional framework for advancing sustainability education in branding and public relations.