MNGT5198 Corporate Social Responsibility

3 Units of Credit

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Corporate social responsibility (CSR) / sustainable development / corporate citizenship / 'triple-bottom-line.' These are concepts looming large in every Boardroom and informed debate on the future of business today. More people find themselves needing to understand and have informed opinions on these concepts as part of their daily business life. Even more exciting, many people are finding new meaning and opportunity for competitive advantage in this rapidly emerging new discipline. At the same time, consumers in today's marketplace are increasingly bombarded by marketing stimuli. How can firms reach consumers with CSR messages? Are CSR messages 'feel-good' attempts by organizations or have they taken root in how firms operate and engage the marketplace? Is there a business-case for CSR activities? Questions such as these and others pertaining to the history and emerging global approaches to CSR will be the focus of the IP.