SHMKT-X09

SHMKT-X09
PGDM-PT 2009-12: Term-VIII

Stakeholder Marketing

Instructor: Prof. Subhasis Ray (sray@ximb.ac.in)

Course Introduction:

The role of marketing is facing increasing scrutiny. For the last fifty years, the marketing function has focused only on customers, brushing aside the emerging views of stakeholders. More products and projects are facing criticism than ever before and the changing definition of marketing incorporates more of stakeholder views and orientation. Corporations are increasingly being challenged to act in ways that serve the best interests of society. Many companies are aggressively seeking strategies that can allow them to “do well by doing good,” leaving a positive “footprint” on the world and avoiding actions that could harm consumers, employees, investors, competitors, suppliers, and the general public. This has resulted in a need to incorporate a stakeholder-centric approach in corporate branding as well as in designing and delivering products and services.

There is an emerging consensus about this need to communicate and market a company and its products/services/projects/brands to wider stakeholders like governments, NGOs, regulators and the community members. This 3 credit course investigates the nature and implications of such stakeholder orientation for creating a positive corporate image.

The course tries to answer the following questions:

· Who are the stakeholders and why are they important for marketing?
· Whats the cost of neglecting stakeholders?
· How do stakeholder orientation add value for a company?
· The relation between stakeholder orientation and sustainability
· How to align sustainability strategy with business/marketing strategy?
· How and why upstream supply chain choices influence downstream marketing activities?

· How to differentiate a company/brand in the marketplace using sustainability based innovations?

Learning Objective

At the end of the course, students are expected to have an understanding of

a. The role, nature and importance of stakeholders for business and marketing strategists

b. Importance of linking sustainable development to business/marketing strategy

c. How stakeholder management can lead to a better bottom line for a company.

Course Outline:

· The concept of stakeholders and sustainability and its relation to marketing

· NGOs and business- models of partnership

· Governments, regulations and business

· Supply chain decisions and their marketing/branding impacts

· Creating differentiation through social involvement

· Using sustainability and co-creation for product design

· Stakeholders and distribution strategies

· Mega projects and stakeholder engagements

· Profiting from environmental and sustainability leadership

Course Requirements:

· Two case analyses to be submitted before the cases are discussed in class. . Questions to guide the analyses will be provided later. (50 points @ 25 points each)

· Final Exam Assignment (35 points):

· Class Participation (15 points)
Created By: Debasis Mohanty on 08/11/2011 at 10:21 AM
Category: ExPGP-III Doctype: Document

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