Marketing

Corporate Social Responsiblity Information Per Marketing Course
(Browse the responses for each course below)

293 International Marketing

Professor Kay Peters

We currently address international sustainability in business in International Marketing organization. Global corporate social responsibility will be covered in future courses as qualified research has recently been published. It is touched on in various examples/cases throughout the course, but not as a separate topic with an assigned class.

The whole class is dedicated to International Business, where tolerance, respect and lawful conduct is key to sustainable success.

Regarding business ethics, we spend 3 hours on cultural sensitivity, tolerance, self-reference criterion etc. and their relevance to international marketing. Later we pick it up in the cases (especially in treating international employees/suppliers as partners and an integral part to long-term success). The whole course addresses globalization and local (cultural) diversity. Sometimes we manage to even have Melissa Lamson, a renowned diversity trainer, in class.

As for hands-on learning, the first 50% of the course is on theoretical content, which we apply together on an international HBR case 1. Another four international HBR cases are solved in teams and then discussed in class. In the final step, each participant applies the learning to a case from his or her firm.

248 Marketing Strategies

Professor Olivier Rubel

In this course, we talk about marketing management for charitable organizations and the synergies that can be created with for-profit organization through cause-marketing, for instance. I use the concept of prisoner’s dilemma to illustrate how international organizations (for example, the United Nations and the World Trade Organization) have been created to alleviate global issues such as wars or international trade.

Regarding business ethics, in the class students are exposed to the importance of offering product/services that help consumers solve issues and therefore maximize their welfare. We also touch upon topics of socio-demographics characteristics in designing marketing strategies.

There are several opportunities for hands-on learning. Students prepare 3 case studies that are discussed in class. Students are provided with two databases that they analyze to gain managerial insights related to marketing strategies. We also have in-class exercises.

242 Marketing Communications

Professor Hema Yoganarasimhan

This class includes a lecture and class debate on the ethics of advertising (especially to children, older people, and direct-to-consumer advertising of pharma products). Related reading material are also provided. We also discuss advertising regulations in different countries and the cultural differences that have to be considered when advertising, as well as touching upon the targeting of advertisements, such as the reasons for including minorities in ad creatives, etc.

293 Marketing Analytics

Professor Marc Lowe

For the most part, because this is a methodology-based class it does not cover corporate social responsibility topics. There is some discussion of expanding business internationally and the ramifications of this strategy.

Hands-on learning is a large part of the course. A central activity in this course is the use of a competitive simulation in which teams of 4-5 students compete with 4-5 other teams in managing multiple product lines. The exercise simulates the process of managing a complex business across multiple functions – research and development, manufacturing, marketing, sales, finance – as measured by profit and loss performance. Students develop and apply both general management and strategic planning and goal-setting skills.

 

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