CityEconomist

Corporate Branding and Corporate Social Responsibility  (1.5 credits – B65.3101) – an MBA elective which posits that the long-term strategic management of corporations now mandates some affirmative policy on social responsibility.   One-eighth of all invested dollars are now socially screened and three-quarters of North American and European consumers form their opinions of companies primarily on the basis of social responsibility factors.  As such, many corporations now are making serious efforts to recognize their social responsibilities to stakeholders as well as their fiduciary responsibilities to shareholders. 

This course demonstrates how the practice of social responsibility has become a key strategic variable for corporations in dealing with consumers, local communities, activist organizations, and other political entities.  The course introduces effective models of corporate social responsibility through the analysis of readings and cases and is supplemented by visitors from corporations that are following best practices.