Marketing and Corporate Social Responsibility
ECTS : 3
Description du contenu de l'enseignement :
Course description and objectives
This course aims at giving a general overview of CSR, developing its main dimensions.
The course offers to students a space for expression. Indeed, it is based on an active pedagogy. The content will be co-constructed between the professor and the students. They will be invited to brainstorm, to share their ideas, to share the examples of their own countries…
For each theme, students will be invited to answer to questions, to find examples, to debate and to resolve a case. A summary with key elements will close each theme.
Course structure
- Introduction to the module and CSR : workshop (part 1)
- Introduction to CSR : workshop (part 2)
- Body positivity & Marketing practices : workshop
- Body positivity & Marketing practices : debate
- Body positivity in fashion and cosmetics: case study
- Project Coaching
- Sustainable development & Marketing practices : workshop
- Sustainable development & Marketing practices : debate
- Sustainable development in fashion: case study
- Marketing and Gender stereotypes: workshop
- Marketing and Gender stereotypes: debate
- Project Presentations
Compétence à acquérir :
Learning outcomes
Understand the role of a company in society.
Embrace all the dimensions of CSR.
Analyze a marketing practice and criticize it regarding CSR.
Define a marketing strategy including CSR objectives.
Soft skills : oral presentation, pitch, debate…
Mode de contrôle des connaissances :
Assignments and grading
- A Team Project (50%): a presentation of a company which faced a bad buzz regarding a CSR issue (ex: a women objectified in advertising) + analyze the company’s apologies and the public reception + propose a strategy to address this CSR area (here gender stereotypes) in the future to be more responsible. The grade will be individual regarding the oral presentation and a bonus/malus could be apply regarding oral participation during all the sessions.
- A Final Essay (50%)
The numerical grade distribution will dictate the final grade. The passing grade for a course is 10/20.
Class participation: Active class participation – this is what makes classes lively and instructive. Come on time and prepared. Class participation is based on quality of comments, not quantity.
Exam policy: In the exam, students will not be allowed to bring any document (except if allowed by the lecturer). Unexcused absences from exams or failure to submit cases will result in zero grades in the calculation of numerical averages. Exams are collected at the end of examination periods.