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Responsible Marketing and the Fundamentals of Corporate Social Responsibility

University of Central Lancashire (UCLan) via FutureLearn


Investigate the role marketing plays in corporate social responsibility

On this course, you’ll explore the importance of responsible marketing through theory and principles as well as applied examples.

You’ll learn more about the ways consumption deriving from marketing activities affects the environment and our carbon footprint.

Discover the fundamentals of corporate social responsibility

You’ll get an understanding of the fundamentals and purpose of CSR. You’ll also explore, through examples, how businesses can educate and help consumers become more responsible and sustainable through their CSR programs.

By looking at key concepts, you’ll be able to identify the opportunities and challenges each one poses to businesses and consumers. This will allow you to assess how each concept applies to your consumption.

Explore applied examples of responsible marketing in business

You’ll be presented with applied responsible marketing examples in business and, through debates and discussions with other learners, you’ll be able to understand and answer various questions around marketing sustainability.

Once you’ve completed this course, you’ll be able to apply everything you’ve learned to both your personal and professional life. As a consumer, you’ll understand how to reduce your environmental footprint and consume more responsibly. As a professional, you’ll be able to make more informed decisions on how your business can be more sustainable.

Learn theory and practice from experts at Lancashire School of Business and Enterprise at UCLan

This course is delivered by experts at UCLan. Educators with an interest in researching responsible marketing will present the theoretical part of this course, whilst the technical aspects of recycling, plastics, and pollution will be facilitated by a Professor of Waste Management from the School of Engineering.

This course is designed for anyone with an interest in marketing and sustainability. It’s also suitable for professionals and businesses looking to widen their knowledge of corporate social responsibility.


  • Corporate social responsibility
    • Introduction to the course
    • Corporate social responsibility - the fundamental principles
    • Responsibilities to stakeholders
    • Wrap-up
  • Sustainability
    • Sustainability seen from the perspective of marketing
    • The implementation of sustainability principles
    • The Circular Economy and carbon footprint
    • Wrap-up
  • Responsible marketing
    • What is responsible marketing?
    • What might responsible marketing look like in practice?
    • What is third-party sustainability certification? What benefits does it bring?
    • Wrap-up
  • The responsible consumer
    • The responsible consumer - What role can the consumer play?
    • What might responsible consumption look like in practice?
    • The Sharing Economy
    • Wrap-up

Taught by

Maria Sherrington


4.5 rating at FutureLearn based on 4 ratings

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