社会影响力营销Marketing for Social Impact
课程号：
02838950
学分：
2
先修课程：
无
开课院系：
光华管理学院
中文简介：
课程聚焦全球化背景下企业应对社会责任挑战的创新实践。在全球范围内，各类企业组织正面临三重使命：既要为股东创造财务回报、为顾客提供价值，更需致力于解决社会与环境问题。本课程将系统讲解：1、战略框架：剖析企业通过市场营销手段创造社会正向影响、实现可持续发展的多元路径。2、微观机制：从行为科学视角解读如何引导个体行为转变，促进公共福利提升课程特色在于融合宏观战略思维与微观行为干预，构建"组织-个体"双向驱动的社会责任实现模型。
英文简介：
Firms and organizations around the globe are facing the increasing demand of not only generating financial returns to its shareholders and values to its customers but also providing solutions to social and environmental challenges. This course focuses on a variety of marketing strategies firms and organizations use to generate positive social impact and achieve sustainability. Furthermore, this course provides a micro-behavioral perspective to understand how individual behavior can be changed to serve the interest of public welfare.
