Formation/Cours

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

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.