OUR ACADEMIC DEPARTEMENTS |
Lesson details
RESPONSIBLE MARKETING | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI73UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S2 | EnEnglish |
Academic responsibility | L.VERDICKT |
---|---|
Lecturer(s) | Laurence VERDICKT |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Basic knowledge of marketing strategy, consumer behavior and marketing research
Learning outcomes
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
Course description
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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 10,00 | ||
Group Project | 10,00 | ||
Independent work | |||
Reference manual 's readings | 14,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 50,00 |
Teaching methods
- Interactive class
- Project work
Assessment
Active participation to the class and Case presentation (group of 3-4 students max)
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Others | |||
Case study | 0,00 | 1 | 20,00 |
Individual Project | 6,00 | 1 | 60,00 |
Continuous assessment | |||
Participation | 16,00 | 1 | 20,00 |
TOTAL | 100,00 |
Recommended reading
- 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) -
Internet resources
* This information is non-binding and can be subject to change