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

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

Méthodes pédagogiques

• Interactive class
• Project work

Évaluation

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

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

• unglobalcompact

• www.caru.org (advertising to children)