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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
C.JANSSEN
Stakeholder(s)
L.VERDICKT, Catherine JANSSEN
Présentation
Prerequisite
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.
***Note: This course complements, but does not overlap with, the content of the core Master course on Corporate Social Responsibility & Sustainability.
Goal
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.
- 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.
Presentation
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
- 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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | During these 16 course hours, active participation is expected (interaction, discussion of case studies/readings…). | |
| Autoformation | |||
| Lecture du manuel de référence | 6,00 | Readings of case studies/articles that will be assigned during the week for class discussion | |
| Recherche | 4,00 | Research for some class exercices. | |
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 46,00 | ||
Evaluation
Students are evaluated based on their active participation during the course, including discussion of case studies and readings and assignment presentations. Assessment also include a final exam. Attention in the evaluation is given to students' ability to understand the theoretical concepts linked to CSR&marketing and how to apply them to analyze specific company cases and make sound and appropriate managerial recommandations based on it.
* Feedback will be provided orally during the sessions, case studies will be debriefed in class.
* Feedback will be provided orally during the sessions, case studies will be debriefed in class.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| Autres | |||
| Etude de cas | 0,00 | 0 | 30,00 |
| Projet Collectif | 0,00 | 0 | 20,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
The following book is recommended (not mandatory):Bhattacharya C.B., Sen S., and Korschun D. (2011), Leveraging corporate responsibility, New York: Cambridge University Press -
Internet resources