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:
- Define CSR or ESG performance as a key stakeholder satisfaction metric.
- Present the industry of CSR or ESG rating agencies.
- Identify the challenges in choosing and implementing an ESG measuring and reporting system
- Offer research-based advice on how to communicate ESG.
- Review and experience survey-based instruments to measure ESG performance.
- 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.
- 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)
- Marketing Reframed: Stakeholder Satisfaction & CSR Performance.
- Danone Case: Adopt Integrated Reporting or Not?
- CSR meets Marketing Analytics (Case: CSR positioning maps of Big Tech – competing on CSR)
- 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.