| CODE | MRK2006 | |||||||||
| TITLE | Marketing and Corporate Social Responsibility | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | ‘Marketing and CSR’ blends theory with practical application. It is an innovative programme that emphasises the international influence and impact of corporations and their responsibilities. This study-unit examines how businesses, societies and governments are responding to new social, ethical and environmental imperatives. It enables students to critically assess corporate governance issues, stakeholder debates, shareholder and consumer activism initiatives. Therefore, this subject integrates contemporary marketing and corporate responsibility issues into business practitioners’ goals and objectives. Study Unit Outline: - Introduction to Corporate Social Responsibility: Corporate-Driven Initiatives, Corporate Philanthropy, The CSR Agenda, The Business Case for CSR. - Marketing Driven Initiatives: Cause Promotion, Cause Related Marketing, Corporate Social Marketing. - Managing CSR: Corporate Governance, Stakeholder Relations, Responsibility in the Supply Chain, Auditing and Control for Sustainability. - Advances in CSR and Future Perspectives: Corporate Citizenship, Strategic CSR, Systematic CSR, Shared Value. Study-unit Aims: This unit influences all aspects of business. CSR is increasingly crucial to both business and societal success. By addressing business ethics, corporate governance, environmental concerns and other sustainability issues, society is creating a dynamic context in which firms operate. While businesses are largely responsible for creating value and driving progress within society, they do not act alone. This subject is presented from a stakeholder perspective as it embraces an external environment made up of many constituent groups, all of whom have a stake in the firm’s profit-seeking activities. Moreover, it incorporates a CSR perspective into the marketing activities of organisations. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Demonstrate a broad and rigorous understanding of the relationship between market-driven initiatives and the business case of responsible practices; - Comprehend fundamental philosophies and theories of corporate responsibility which are associated with business ethics and sustainability; - Demonstrate an understanding of how CSR activities improve organisational performance; - Foster successful interaction with key stakeholders including governments and non-governmental organisations (NGOs). 2. Skills: By the end of the study-unit the student will be able to: - Critically evaluate current research and advanced scholarship in relation to marketing and CSR; - Align CSR strategies with organisational goals and capabilities; - Assess risks and opportunities for CSR before making strategic marketing investments; - Create competitive advantage through CSR; - Understand the current ethical and sustainability challenges facing managers and employees in organisations today. Main Text/s and any supplementary readings: Core Textbook: - Kotler, P., Hessekiel, D. and Lee, N. (2012). Good Works! Marketing and Corporate Initiatives that Build a Better World... and the Bottom Line. Wiley. Additional reading: - Werther Jr, W. B. and Chandler, D. (2010). Strategic corporate social responsibility: Stakeholders in a global environment. SAGE Publications, Incorporated. - Bhattacharya, C. B., Sen, S., & Korschun, D. (2011). Leveraging Corporate Social Responsibility: The Stakeholder Route to Business and Social Value. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | |||||||||
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| LECTURER/S | Joseph Farrugia Elaine Marie Grech |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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