12:00-16:00 CET

Responsibility & Sustainability-driven Marketing

By Dr. Pavlos A. Vlachos (Associate Professor, ALBA Graduate Business School at The American College of Greece)

Location: Online

  • Dr. Pavlos A. Vlachos

    Dr. Pavlos A. Vlachos

    Associate Professor, ALBA Graduate Business School, The American College of Greece

Scope: 

To identify the links between CSR reporting, marketing (ethics), and analytics.

Key learning outcomes — at the end of this session students should be able to:

  1. Define CSR or ESG performance as a key stakeholder satisfaction metric.
  2. Present the industry of CSR or ESG rating agencies.
  3. Identify the challenges in choosing and implementing an ESG measuring and reporting system
  4. Offer research-based advice on how to communicate ESG.
  5. Review and experience survey-based instruments to measure ESG performance.
  6. Understand and analyze the role of Marketing Analytics tools like Positioning Maps, Conjoint Analysis and Segmentation (through the Enginius Platforms) in helping firms “competing” on ESG performance.
  7. Review and experience how AI and Big Data disrupts ESG scoring with implications for greenwashing and marketing ethics (including for example selling practices & product labeling)

Contents

  1. Marketing Reframed: Stakeholder Satisfaction & CSR Performance.
  2. Danone Case: Adopt Integrated Reporting or Not?
  3. CSR meets Marketing Analytics (Case: CSR positioning maps of Big Tech – competing on CSR)
  4. Truvalue Platform™ Demonstration (Artificial Intelligence, ESG Firm Scoring, and Marketing Ethics scoring). Truvalue Labs™ an awarded Fintech, applies Artificial Intelligence to massive volumes of unstructured data and scores firms on ESG behavior that has a material impact on company value. We will also focus on how AI allows firms to be monitored 24/7 on marketing ethics including customer privacy, access & affordability, product quality & safety, customer welfare, and selling practices & product labeling.

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