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Marketing & Sociedad: valores, cambio e impacto social (BBA20878)

General information

Type:

OP

Curs:

3

Period:

S semester

ECTS Credits:

4 ECTS

Teaching Staff:

Group Teacher Department Language
Ed: 1 Gerard Costa Guix Marketing ESP

Group Teacher Department Language
Ed: 2 Gerard Costa Guix Marketing ESP

Previous Knowledge

The course requires participants to have taken the core Marketing courses, enabling them to work with concepts such as market orientation, strategic marketing and operational marketing.

Workload distribution

Workload distribution:
- Lecture classes: 30 hrs
- Independent study: 90 hrs
The course includes a visit to the organisation for which we will carry out a project

COURSE CONTRIBUTION TO PROGRAM

This course enables students to observe and explore applied positive marketing strategies which provide companies a possible strategic value while also creating value for society.

Since its outset in the mass commodity market, marketing has been stigmatised as a means to create needs, provoke unsustainable consumption or simply to maximise profits for firms. All this has led both seasoned professionals and new generations to consider other possibilities. Two important macro-trends are generating these opportunities for marketing: corporate social responsibility and ethical consumption by consumers.

This course thus aims to analyse and interrelate the primary uses of this so-called positive marketing and their benefit for society:
- Private sector marketing which provides social value: from philanthropy to marketing causes or co-branding initiatives with social causes.
- NGO, social and foundation marketing, adopting a market orientation focused on individuals and companies with which they can collaborate.

Upon successfully completing this course, students will not only have a fuller vision of the trends and opportunities for their future careers but also the real experience of having worked on and developed these new concepts. This is a differential experience which students can develop further in their careers. It is a unique, distinctive, exciting and highly professional experience.

Below are some comments by students from the previous edition:
- "I loved the class. Working with a real organisation for the final project was cool.¿
-¿Giving a presentation to the organisation itself is much more realistic.¿
-¿I won¿t forget all the interesting things I learned and a newly-found interest in NGOs.¿
-¿It was a lot of fun and useful for work in the marketing field.¿
-¿One of the best modules I took at ESADE.¿
-¿My best class! I truly learnt more in this one than any other, and the fact of being able to put everything we learnt into practice and see how it¿s incorporated in the business world seemed perfect.¿
- "Really one of my best courses throughout my entire higher education.¿

Course Learning Objectives

The course's specific aims, or learning outcomes for participants, are:

1. Integrate the social dimensions of marketin, creating a concept map with all the facets of marketing that are positive for society.
2. Put the different marketing areas with a social aspect into practice: marketing with a consumer-related cause, NGO-company partnerships, or applying marketing to sectors such as art.
3. Prepare a real marketing plan which reflects the previous two objectives with practical and realistic business aims.

CONTENT

1. Marketing as value creation: new values for customers and the "social side" of marketing

2. Market orientation, CSR and ethical consumption

3. Key sectors for Positive Marketing: NGOs, the public sector, healthcarer, consumption, etc.

4. Operational dimension of Positive Marketing: marketing causes, promotions and donations

5. Strategic dimension of Positive Marketing: co-branding private-public-NGO for new marketing strategies

6. Professional careers that engage in Positive marketing

Relation between Activities and Contents

1 2 3 4 5 6
Group reports/assignments            
Projects            
Class participation            

Methodology

The course uses fundamentally practical methodologies based on experiential given that, as a general rule, students know little about the business reality related to Positive Marketing.
- Case study analyses with guest executives
- In-class group work and an external project
- Lectures: the course is run by Gerard Costa with a team of active professionals who will lead each of the sessions on the basis of their professional experience in each of the professional sectors represented in the course.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Group reports/assignments 25
Projects 50
Class participation 25

Assessment criteria

Mimicking real life, assessment of the group projects (final project and in-class group activities) will be by means of peer evaluations among group members.

Bibliography

The concept of Positive Marketing and the associated terms (Social Marketing, Societal Marketing, NGO Marketing) are still in a state of initial development and so a book is not set as the core bibliography.

For those participants who wish to begin exploring the concept we recommend the following:
- Web Marketing&Society by Gerard Costa, marketingsocial.esadeblogs.com
- Bonini et al., When social issues become strategic, McKinsey Quarterly, 2006, number 2
- Kotler & Lee, Best of Breed, Stanford Social Innovation Review, spring 2004

Timetable and sections

Group Teacher Department
Ed: 1 Gerard Costa Guix Marketing

Timetable Ed: 1

From 2017/9/13 to 2017/11/29:
Each Wednesday from 14:00 to 17:00. (Except: 2017/10/18 and 2017/11/1)

Group Teacher Department
Ed: 2 Gerard Costa Guix Marketing

Timetable Ed: 2

From 2018/2/6 to 2018/2/20:
Each Tuesday from 11:00 to 13:30. (Except: 2018/2/6 and 2018/2/13)
Each Tuesday from 11:00 to 14:00. (Except: 2018/2/20)
Each Tuesday from 13:30 to 14:00. (Except: 2018/2/6 and 2018/2/13)

From 2018/2/27 to 2018/3/13:
Each Tuesday from 11:00 to 13:30. (Except: 2018/2/27)
Each Tuesday from 11:00 to 14:00. (Except: 2018/3/6 and 2018/3/13)
Each Tuesday from 13:30 to 14:00. (Except: 2018/2/27)

From 2018/4/10 to 2018/5/8:
Each Tuesday from 11:00 to 14:00. (Except: 2018/5/1)