Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

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 Social Responsibility & Sustainability.

Objectifs du cours

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 goals addressed in this course therefore are: ability to manage responsibly and foster innovation supported by analytical aptitudes.

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

Méthodes pédagogiques

• Case study
• Interactive class
• Presentation
• Project work

Évaluation

Students are evaluated based on their active participation during the course, including discussion of case studies and readings, group presentations, and written reports. 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.

Bibliographie

• Bhattacharya C.B., Sen S., and Korschun D. (2011), Leveraging corporate responsibility, New York: Cambridge University Press -

  There is no mandatory textbook for this course. This book is recommended (not mandatory).

Ressources internet

• 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.