Marketing Communication for Social Responsibility (PRAD303)
TAs a result of increasing challenges from consumers groups, environmental organizations, NGOs, and national and international governmental agencies, businesses have begun to seriously consider their place within larger communities, societies, and environments. The rise in what has become the “societal marketing concept” (notably championed by the guru of modern marketing management, Philip Kotler) has led to many businesses and organizations openly engaging with social and ethical issues that effect their industries and wider societies. This course examines the part that marketing communication can play in fostering constructive, socially responsible, dialogue between organizations and their internal