CORPORATE SOCIAL RESPONSIBILITY & MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
There are no prerequisites for this course.
***Note: This course complements, but does not overlap with, the content of the core Master course on Corporate Social Responsibility & Sustainability.
At the end of the course the student should be able to :
– Understand what corporate social responsibility (CSR) is
– Identify the challenges facing marketing practitioners with regards to the development, communication, and evaluation of CSR initiatives
– Understand consumer responses to CSR and how it influences CSR communication perceived credibility
– Take a critical stance toward companies’ communications about their CSR activities
– Put theory into practice by formulating relevant recommendations and ideas to improve existing CSR communication campaigns
*The main learning goal addressed in this course is therefore to be able to operate in an ethical and responsible manner, as well as to propose innovative solutions to organizations.
Corporate social responsibility (CSR), or the idea that companies can do well while doing the “right” thing, has gained enormous attention in today’s business world. However, CSR presents many challenges for marketing practioners. Based on theory, discussion of real-life cases and various exercices, this course will cover the following topics:
– Introduction to corporate social responsibility
– The business case for CSR
– CSR and the consumer (consumer responses to CSR, ethical consumption)
– Formulating and implementing CSR initiatives
– CSR communication: success factors and associated risks
