| CODE | MRK2015 | ||||||||
| TITLE | Marketing, ESG and Shared Value | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The concept of shared value creates a paradigm shift for marketing as it focuses on intertwining societal and economic progress. The unit builds on students’ current knowledge of marketing and provides a broad perspective on the role of marketing in society by blending 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: - Critical thinking in marketing and the ability of asking questions and thinking critically; - Culture, consumption and the creation of consumer self-identity; - Marketing semiotics focusing on signs and meaning in advertising messages; - Gender, language and consumption; - Shared-value and prosperity in the context of the broader community; - Circular economy, characteristics of the green consumer and consumption; - Legal considerations in advertising and marketing; - Vulnerable target groups and marketing; - Societal marketing and ethics; - Managing corporate social responsibility: corporate governance, stakeholder relations, responsibility in the supply chain, auditing and control for sustainability. Study-unit Aims: This unit influences all aspects of business. Shared-value and sustainability are increasingly crucial to both business and societal success. By addressing language, business ethics, corporate governance, environmental concerns and other sustainability and legal 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 activities. Moreover, it incorporates a shared-value 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; - Describe fundamental philosophies and theories of shared-value and marketing semiotics; - Discuss how shared-value improves organisational performance and how to deal with vulnerable target groups in the context of a regulated environment; - 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 shared-value; - Align shared-value with organisational goals and capabilities; - Assess risks and opportunities for shared-value before making strategic marketing investments; - Create competitive advantage through shared-value; - 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 | ||||||||
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| LECTURER/S | Gavril Flores |
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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 2025/6. It may be subject to change in subsequent years. |
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