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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
L.VERDICKT
Stakeholder(s)
Laurence VERDICKT
Présentation
Prerequisite
Basic knowledge of marketing strategy, consumer behavior and marketing research
Goal
At the end of the course, the student should be able to:
- Understand the global concept of Corporate Social Responsibility (CSR)
- Identify the various ethical and corporate responsibility issues facing the marketing manager
- Relate the marketing decisions to the global CSR policy of the company
- Identify various areas in which to practice responsible marketing and the relevant strategies
- Describe and evaluate the socially responsible marketing strategy of existing companies
- Understand the global concept of Corporate Social Responsibility (CSR)
- Identify the various ethical and corporate responsibility issues facing the marketing manager
- Relate the marketing decisions to the global CSR policy of the company
- Identify various areas in which to practice responsible marketing and the relevant strategies
- Describe and evaluate the socially responsible marketing strategy of existing companies
Presentation
1/ Basic knowledge of Corporate Social responsibility : how did it start, what does it encompass, why firms should engage in CSR , who are they responsible to
2/ How and to what extent marketing is concerned: environmental and social impact of marketing decisions, how marketing can contribute to the company's CSR ( knowledge of consumers' expectations, eco-design, responsible advertising and communication of the global CSR)
3/ Responsibility in the development process: eco-design
4/ Responsibility in the communication: green marketing, cause-related marketing, communication ethics
5/ CSR discussed: Opportunities and limits of responsible marketing and CSR, impact on company's results
6/ Case studies: the food industry and the obesity rise, prevention of child labor, the apparel industry, etc
7/ Project (group work) : describe and analyse the responsible marketing strategy of a given company.
2/ How and to what extent marketing is concerned: environmental and social impact of marketing decisions, how marketing can contribute to the company's CSR ( knowledge of consumers' expectations, eco-design, responsible advertising and communication of the global CSR)
3/ Responsibility in the development process: eco-design
4/ Responsibility in the communication: green marketing, cause-related marketing, communication ethics
5/ CSR discussed: Opportunities and limits of responsible marketing and CSR, impact on company's results
6/ Case studies: the food industry and the obesity rise, prevention of child labor, the apparel industry, etc
7/ Project (group work) : describe and analyse the responsible marketing strategy of a given company.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 14,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Active participation to the class and Case presentation (group of 3-4 students max)
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Etude de cas | 0,00 | 1 | 20,00 |
| Projet Individuel | 6,00 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Suggested reading: 'Good works: marketing and corporate initiatives that build a better world', Philip Kotler -
Articles (concepts and cases) will be assigned for reading each day for discussion in the class the following day (will be posted on the course website) -
Articles (concepts and cases) will be assigned for reading each day for discussion in the class the following day (will be posted on the course website) -
Internet resources