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RESPONSIBLE MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EI73UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT


Pré requis

Basic knowledge of marketing strategy, consumer behavior and marketing research

Objectifs du 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

Contenu du cours

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.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings14,00  
Independent study
Group Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Project work
  • Interactive class


Évaluation

Active participation to the class and Case presentation (group of 3-4 students max)

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Others
Case study0,00120,00
Individual Project6,00160,00
TOTAL     100,00

Bibliographie

  • 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) -


Ressources internet



 
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