This course will suit those who are interested in pursuing a career in product management or who want to learn more about the field of product management, product team leaders, product development or new product development managers, marketing managers, marketing strategy managers, and those who want to learn how to more effectively work with their product management counterparts, new product development team members and project managers. It is our aim through the delivery and facilitation of this course to help each delegate enhance their ability to set priorities, measure results, communicate the value of CSR efforts across the organization and how the brand can use social media (etc.) as an effective channel to communicate her CSR initiatives.

Specifically, the expected learning outcomes include, but are not limited to:

• Aligning social responsibility strategies and goals with organizational objectives
• Building a robust brand management strategy for your product(s)
• Learn to build and manage your brand equity
• Brand architecture and communications: corporate brands
• Develop strategies to sustain brands
• Link with brand communications and overall strategy and objectives

Creating competitive advantage through CSR

• Assess risks and opportunities before making capital investments or other business decisions
• Align CSR strategies with organizational goals and capabilities
• Evaluate current initiatives and consolidate efforts around key objectives
• Present a business case for CSR initiatives
• Implement CSR at all levels of the company
• Understand how CSR directly affects current and future regulatory practices
• Foster successful interaction with key internal and external stakeholders as well as governments and nongovernmental organizations

Driving Social Responsibility Throughout the Organization

• Embedding CSR within the business culture to sustain the strategy over the long term
• Building CSR expertise through hiring and partnerships
• Integrating social responsibility metrics into general performance management systems
• Disseminating information on CSR policies throughout the organization
• Demonstrating how CSR practices continue to affect individuals and departments
• Communicating the impact of social responsibility to capital markets, shareholders, and other stakeholders
• Reputation Management and Corporate Social Responsibility
• The importance of good memorable brand experience
• Building brand narratives
• From commodity to brand experience – what coffee can teach us
• Best practice in managing brand experience
• Co-creation of ideas
• The basics of brand communications
• How brands are reaching out to consumers via the Web and mobile platforms: role of Twitter and Facebook
• Enhancing CSR through effective media relations
• External brand communications: corporate advertising; product advertising social media: YouTube presence, Facebook, Twitter etc.; sponsorship; events; third party advocacy; direct marketing; blogs, online communities, podcasts; role of social bookmarking
• Archetypes and branding
• Brand values and the growing influence of strategic CSR
• Brands with successful CSR strategies
• Embracing CSR as integral to the brand concept
• CSR brand metrics and reputation