Corporate Sustainability Reporting and Marketing Strategy

Teacher(s)

De Rongé Yves; Swaen Valérie;

Language

English

Main themes

This course provides an overview of trends and best practices in corporate communications relating to sustainability, with a particular focus on global sustainability reporting frameworks and responsible marketing communications. This implies understanding the marketplace, consumers, the nature of and purpose of products and services, as well as, reporting and communication strategies.

Aims

At the end of this learning unit, the student is able to :
1	During their programme, students of the LSM Master's in management and Master's in Business engineering will have developed the following capabilities' CORPORATE CITIZENSHIP Demonstrate independent reasoning,look critically and consciously acquired knowledge (both academic and common sense) and managerial practices, in light of emerging circumstances and their outcomes. Decide and act by incorporating ethical and humanistic values, integrity, respect for the laws and conventions, solidarity and civic action, and sustainable development. Decide and act responsibly,  while taking into account the social, economic and environmental sometimes antinomic, outcomes in the short, medium and long term, for the various stakeholders. KNOWLEDGE AND REASONING Master highly specific knowledge in one or two areas of management : advanced and current research-based knowledge and methods. INNOVATION AND ENTREPRENEURSHIP ldentify new opportunities, propose creative and useful ideas; insituations that require new strategic approaches, break with existing models and paradigms, promote progress and change.

Content

This course is designed for those who hold/will hold positions in organizations with responsibilities for communicating the sustainability goals, challenges and achievements, as well as accurately and honestly communicating the environmental and social aspects of an organization’s products and services.
This course provides an overview of trends and best practices in corporate communications related to sustainability, with a particular focus on global sustainability reporting frameworks and responsible marketing communications.
Attitudes and behaviors around sustainable consumption will be explored, as well as, when, if, and how sustainability aspects should be communicated to consumers. Aspects of the marketing mix, such as product features, pricing, distribution, and promotions that influence consumer demand for sustainable products and services will be analyzed

Teaching methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

• Student participation to the MOOC entitled "CSR reporting and communication";
• Interactive class discussions of concepts and company cases;
• Conferences by practitioners;
• Teamwork.

Evaluation methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Continuous assessment (65%)
- Participation to the MOOC on CSR reporting and communication (on the edX)
- On that basis, ^preparation of course sessions and conferences by practitioners 
- Teamwork by group - Written paper 
Individual final written exam during the first session (35%)
Second session 
- If you failed in the continuous assessment, you have to give a written report (65%) (if you passed the continuous evaluation, we keep your mark)
- If you failed at the written exam at the first session, you have to pass a written or oral exam (depending on the number of students concerned) at the second session (if you passed the exam at the first session successfully, we keep your mark) (35%)
Depending on the covid 19 situation, the course, assignments  and exam could be delivered on-site, on-line or via a mix of both means (comodal).

Other information

At the end of the course, you should be able to:

• Understand the differences between a stand-alone report, a combined report and an integrated report,
• Assess the quality of a stand-alone/combined/integrated report,
• Reconcile multiple stakeholders’ interests (and understand the importance of doing so), into a clear, persuasive, smart action and communication plan,
• Recognize the risks associated to greenwashing, as well as the opportunities related to a strong communication strategy,
• Adopt a critical perspective on managerial communication and reporting practices related to social issues.

Online resources

• Moodle of the course
• MOOC on "CSR reporting and communication" on edX

Bibliography

See in Moodle

Faculty or entity

CLSM