Marketing & Society: Values, Change & Social Impact (2235.YR.006332.1)

General information

Type:	OPT	Curs:	3,4	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 3	Marta Gabarro Sust	Marketing	ENG

Group	Teacher	Department	Language
Year 4	Marta Gabarro Sust	Marketing	ENG

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.

IMPORTANT INFORMATION: This elective is in English however to enroll, students must have a minimum level of Spanish (in particular, in terms of their listening comprehension skills).The company for which we will be carrying out the project may be presenting in Spanish and/or sharing supporting material in Spanish.

Workload distribution:
- Lecture classes: 30 hrs
- Independent study: 90 hrs, which may include a visit to the organisation for which we will carry out the project.

Sustainability leadership skills and strategies for managing climate change and social equalities, facilitating ESG integration, and creating long-term value for shareholders and society are becoming more and more important for today's managers.
And marketing is a critical enabler to support the organization in defining, implementing, and governing the required shift for more sustainable businesses. Sustainability means meeting our own needs without compromising the ability of future generations to meet their own needs.
This subject enables students to consolidate and apply their knowledge of the marketing field, helping the business community to have a positive social or environmental impact. In other words, it allows students to further explore marketing applications as an option within corporate competitive strategies based on creating value for society.
The subject is highly practical in focus as it includes a real project for a real firm.
Since its outset in the mass commodity market, marketing has been stigmatized as a means to create needs, encourage unsustainable consumption or simply to maximize profits for firms. All this has led both experimented professionals and new generations to consider other possibilities within the marketing fields. Two important macro-trends are generating these opportunities for marketing: corporate social responsibility and ethical consumption by consumers.
Upon successfully completing this course, students will not only have a broader 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. For those interested, it is a unique, distinctive, exciting, and highly professional experience.

Below are some comments by students from the previous edition:
- "I loved the class. It was amongst the best at Esade."
- "One of the best modules I took at Esade"
- "Really one of my best courses throughout my entire higher education."
- "Being able to work with a real company on a real project was amazing."
- "Knowing that, if we did a good job, our project would be implemented provided extra motivation."
- "The company was by our side, helping us whenever we needed."
- "The support from the professor and the company was spectacular."
- "I have truly learned a lot because I had never taken part in such a complete marketing project before."
- "Everything I knew about Marketing finally made sense."
- "I've learnt that companies can use marketing to help create a better world."
- "Now I know I really want to work in the Marketing field."

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

1.- Consolidate the marketing knowledge and understand the role of marketing in sustainable practices (positive marketing)
2.- Become familiar with different concepts of positive marketing and social impact (SDG, ESG, Triple bottom line, Shared Value, Branding & sustainability, deep branding, greenwashing, etc)
3.- Prepare a real marketing plan which reflects the previous two objectives with practical and realistic business aims delivering on the concept of "better marketing for a better world?

For those participants who wish to begin exploring the concept, we recommend the following:
- Bonini et al., When social issues become strategic, McKinsey Quarterly, 2006, number 2
- Kotler & Lee, Best of Breed, Stanford Social Innovation Review, spring 2004
- Porter & Kramer ; Creating Shared Value: Redefining Capitalism and the Role of the Corporation in Society; Harvard Business Review, 2012

And for those who want to probe the topic even further, we recommend the following:
- Kotler, Hessekiel, Lee; Good Works!: Marketing and Corporate Initiatives That Build a Better World and the Bottom Line; ; John Wiley & Sons, 2002
- Kotler, Kartajaya, Setiawan. Marketing 3.0. Editorial Lid, 2012.

Group	Teacher	Department
Year 3	Marta Gabarro Sust	Marketing

Group	Teacher	Department
Year 4	Marta Gabarro Sust	Marketing