Responsibility-driven Marketing & Communication

Scope: 

To identify the links between CSR (or ESG) communications, marketing, and analytics.

Learning objectives/ outcomes:

At the end of this session students should be able to:

1. Define CSR performance as a key stakeholder satisfaction metric.
2. Measure CSR performance.
3. Reflect on the Greenwashing phenomenon.
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 Segmentation and Sentiment Analytics in helping firms understand their stakeholders and “compete” on ESG performance.
7. Review and experience how AI and Big Data disrupts CSR (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. CSR meets Marketing Analytics
3. Truvalue Platform™ Demonstration (Artificial Intelligence, CSR/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)