Marketing and Social Responsibility Module Details

The course provides students with a comprehensive understanding of the Philosophy of Corporate Social Responsibility, its basic concepts and processes. It introduces students to the fundamentals of Societal Marketing with emphasis on the “social”, “cause” and “values-based” marketing. It will also assist students in understanding the concepts of Corporate Philanthropy, Stewardship and Corporate Citizenship. The students will understand the value of Green Marketing and Sustainable Development in enhancing the corporate image. The course also emphasizes the need for a new strategic decision-making approach within a firm based on the Societal Marketing Orientation.

At the end of the course students will be expected to:

1) Identify the need for an enlightened Marketing Strategy.

2) Explain the relationship between Marketing and Society and explore applied examples.

3) Describe a company’s market and non-market stakeholders.

4) Explain the concept of Corporate Social Responsibility and how businesses meet Economic and legal obligations while being Socially responsible.

5) Explain what Corporate Citizenship is and how companies as good corporate Citizens Strive to conduct all business dealings in an ethical manner.

6) Assess the need for marketing strategic decisions to be based on professional Codes of Conduct.

7) Describe the concepts of sustainable development and green Marketing and to identify the Role of Marketing to the earth’s ecosystem.

8) Identify the difference between Corporate Philanthropy and Cause Related Marketing.

9) Prepare a project on the Societal Marketing Strategy of a company or a brand of their choice.