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CORPORATE SOCIAL RESPONSIBILITY & MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-MKT-MA-EI78UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)C.JANSSEN
Intervenant(s)Catherine JANSSEN


Pré requis

There are no prerequisites for this course.
Note: This course complements, but do not overlap with, the content of the core Master course on Corporate Responsibility & Sustainability.

Objectifs du cours

- Understand what corporate social responsibility (CSR) is
- Identify the challenges facing marketing practitioners with regards to the development, communication, and evaluation of CSR initiatives
- 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

Contenu du cours

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


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   During these 16 course hours, active participation is expected (interaction, discussion of case studies/readings…).
Tutorials4,00   Presentation session for group projects
Independent work
Reference manual 's readings6,00   Readings of case studies/articles that will be assigned during the week for class discussion
Research2,00   Research for some class exercices
Independent study
Group Project22,00   Group assignment that will be the object of a presentation and preparation of a written report for the group project
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

Students are evaluated based on:
- Active participation during the course, including discussion of case studies and readings
- Group presentations
- Written report

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation0,00115,00
Others
Written Report0,00140,00
Group Project0,00145,00
TOTAL     100,00

Bibliographie

  • There is no textbook for this course. However, the following book is recommended (not mandatory):Bhattacharya C.B., Sen S., and Korschun D. (2011), Leveraging corporate responsibility, New York: Cambridge University Press. -


Ressources internet

  • http://www.ieseg-online.com/

    IESEG Online
    The school intranet will be used to make additional readings, case studies, and the slides of the course available to students after each session.



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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