Estrategia y branding para la sostenibilidad (2235.YR.015658.2)

Datos generales

Tipo:	OPT	Curso:	1	Periodo:	S semestre
Créditos ECTS:	3 ECTS

Profesorado:

Grupo	Profesor	Departamento	Idioma
Year 1	Ruth Aguilera Vaqués	Dirección General y Estrategia	ENG

This course will help students acquire the strategic tools to create and transform organizations of all types (including business) through sustainability. This will entail understanding the strategic and branding resources that organizations have at their disposal or must develop as well as the competitive environment in which these organizations and their decision makers are embedded. We will cover core topics such as ESG metrics, materiality analysis, governance of ESG, sustainability assurance, stakeholder management and shareholder activism. Then we will take some of these issues to the global arena and examine core sustainability challenges as part of the global value chain as well as the incumbent shift from sustainability to regenerative. After the first three sessions of the course we will turn to strategic entrepreneurship and discuss entrepreneurial opportunities in the sustainability space. The last sessions of this course will turn to Regenerative Marketing which entails developing competencies in understanding marketing with purpose and in developing a winning sustainability strategy to drive the triple bottom line (People, Planet & Profit). The emphasis will be on creating, adapting, and communicating a brand identity. This course will offer important insights on how to use strategic and brand management to foster sustainability and regenerative.

Grupo	Profesor	Departamento
Year 1	Ruth Aguilera Vaqués	Dirección General y Estrategia