This course aims to provide a broad range of tools and frameworks for understanding the concept of business with purpose, exploring the intersection of business goals and social or environmental impact. The course will cover topics such as corporate social responsibility (CSR), environmental, social and governance (ESG) factors, and the measurement of sustainable impact. We examine how traditional marketing strategies can be incorporated into and/or modified in light of purpose-driven business aims. We consider the role of employees, shareholders and other stakeholders in addition to firms and customers. This course will draw upon cases, guest speakers, academic and industry research, and recent articles and events. The final course deliverable will be a marketing plan focused on a firm strategy that can increase the societal benefit of the firm’s actions while also creating stakeholder value.
