MKTG09025 2023 CSR and Sustainability in Marketing

CSR and Sustainability in Marketing

CSR/Sustainability/Marketing

MKTG09025

N/A %

MKTG - 0414 Marketing & Advertising

MKTS - Marketing, Tourism & Sport

09 - Level 9

05 - 05 Credits

Semester

€

2023 - Full Academic Year 2023-24

9999 - The End of Time

Suzanne Ryan, Catherine McGuinn

SG_SMARK_S09 202300 Postgraduate Certificate in Marketing SG_SMARK_O09 202300 Postgraduate Diploma in Science in Marketing SG_SMARL_M09 202300 Master of Science in Marketing SG_SMARM_M09 202300 Master of Science in Marketing SG_SMARK_M09 202300 Master of Science in Marketing

This module raises awareness of key issues of marketing in society. There is a duality of approach with a focus on theory and practice. Students are brought through an analytical review of the foundations, current and future status of marketing. The areas of CSR and sustainability are explored within the discipline and practice of marketing. The future development of the role and practice of marketing in society are synthesised. There is reference to marketing as a social entity, that may have a case for professional status that has an impact on society. The impact of stakeholder relationship management is evaluated.

50 %

50 %

Required Reading
2017-09-18 Strategic Market Management John Wiley & Sons
ISBN 9781119392200 ISBN-13 1119392209

Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.

Required Reading
2020-08-31 Greener Marketing Wiley
ISBN 1119689112 ISBN-13 9781119689119

CLIMATE STRIKING CAUSE RELATING TRUTH TELLING PLASTIC BANNING TREE PLANTING ECONOMY CIRCLING LIFE IMPROVING GREENER MARKETING by John Grant This timely book is a sequel to John Grants Green Marketing Manifesto which was the award winning and bestselling definitive guide to green marketing (and not greenwashing) in the previous wave of eco marketing in 2007. In 2019, climate change is right back at the top of the public agenda. Greta Thunberg and Extinction Rebellion are front page news. The UK, EU and other governments have declared a climate emergency. 181 CEOs of American companies - including Walmart, Amazon and Apple - signed a Business Round Table declaration saying that the purpose of corporations is not just to make money for shareholders, but to improve society, care for the environment and be ethical. Unilever CEO Alan Jope says they will dispose of brands that dont have a bigger purpose. Concerns like ocean plastic (the Blue Planet effect) have upped the pace of change. With ambitious responses such as refills stations, unpackaged goods, super-materials from wood fibre and seaweed and a new milkman for groceries reusable packaging service called Loop. Sustainable brands are now outperforming others in most markets. Eco challenger brands like VEJA and Allbirds are the new cool. While Adidas showed (with Parlay ocean plastic shoes) you can also create a billion dollar mainstream offer. Even banking is changing, with rapid growth in ESG and Impact Investing. Plus, the $40Bn overnight success of sustainability linked loans to companies like Philips and Prada. How can marketing and the creative industries respond? Even Extinction Rebellion thinks we can play a positive role although XR also say it has to go beyond banning plastic straws - if we can only manage to tell the truth and lead the change. Hundreds of creative agencies and brands came out on climate strike and donated ideas: Or in the case of Patagonia donated their entire $10m tax windfall to environmental causes. But what now? How do you set a positive course? In this book we look at some of the leaders brands like Patagonia and Max Burgers aiming to be climate positive. And we look at brands who have found a fresh sense of purpose by championing a relevant cause. The book is packed with case studies, tools, research insights. Covering issues like eco labelling, transparency, circular economy, rebound effects, impact investment, new coalitions and developments ranging from sustainable finance, to blockchain and traceability, to regenerative farming. One key theme that carries over from the Green Marketing Book is that marketers need to know their facts if attempts are not to be superficial. When you know 95% of the energy footprint of a mobile phone is in manufacturing and materials (not charging the battery) you know that getting people to dim their screen wont save much CO2. But that getting them to keep their phone in use for an extra year is a huge win for the planet. The ultimate goal is to go beyond marketing that simply looks good, and to create a vision of marketing that does good. Uncover strategies for sustainable marketing that actually deliver on green and social objectives, not just greenwashing Reconceptualise marketing and business models, and learn to recognise the commercial strategies and approaches that are no longer fit for purpose Learn how hot topics like the climate crisis, single use plastics, and blockchain technology influence green and social marketing Read examples and case studies from both brand leaders and challengers that have developed innovations and fresh creative approaches to green and social marketing Get practical tools, models, facts, plus strategy, workshop and project processes and business case rationales - so that you can build your own plans and proposals This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times.

Required Reading
2012-10-29 Sustainability Marketing John Wiley & Sons
ISBN 9781119966197 ISBN-13 1119966191

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented 4Ps; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.

Required Reading
2016-11-14 Managing Customer Experience and Relationships John Wiley & Sons
ISBN 9781119236252 ISBN-13 1119236258

Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session. The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction. Understand the fundamental principles of the customer relationship Implement the IDIC model to improve CRM ROI Identify essential metrics for CRM evaluation and optimization Increase customer loyalty to drive profits and boost margins Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenalbut it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.

Harvard Business Review

Journal of Services Marketing

Journal of Retailing

 

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