Program of the MOOC
About the course
This course explores the relationship between corporate social responsibility (CSR) and value creation. Some see CSR as a threat, while others believe it is a source of value creation. This course addresses how CSR can be transformed into a positive driver for change and opportunity to create value.
Participants will learn about how CSR can drive value at different levels in the organisation — Strategy, Human resources, Supply chain, Marketing and Finances. The course brings together experts on CSR both academics and practitioners.
Objectives of the MOOC
After successfully completing this course, participants will be able to :
Understand the business and societal value of CSR
Demonstrate a clear understanding value creation potential of CSR in the different areas covered by the course: strategy, human resources, supply chain, marketing and finance
Identify and analyze strategic opportunities for value creation for a business and its stakeholders
Apply CSR to the different business functions
Week 1 : Strategic drivers
In this week we investigate several facets of the strategic and competitive aspects of CSR. We focus on three main notions : corporate strategy & strategic value creation, stakeholder engagement, and global risks.
By the end of the week, you will be able to address the following topics:
- The different strategies companies have developed to response to CSR
- The key dimensions for CSR to create value
- The value and importance of stakeholder engagement with a specific focus on the role of government
- The notion of global risk and the keys to manage global risks
Week 2 : People Drivers
Managing people is an important part of all managers’ jobs whether they are line managers or HR specialists. The main purpose of this module is to provide a general understanding of key concepts (such as diversity and the psychological contact) and principles (such as the connection of diversity and the psychological contract with value creation and sustainability). This will provide a significant part of the picture of how human resource management can creates value for an organization. The topics that are discussed do not form an exhaustive list (HRM is a vast area), but they do refer to fundamental contemporary issues, hence, they are highly representative of the pivotal role of HR in organizational affairs.
Objectives of the module :
At the end of this lesson, the learner should be able to :
- Understand the relevance and implications of people related factors for organizational and societal outcomes
- Understand the contribution of responsible people management within organizations
- Gain insights on social innovations e.g. diversity management or the new career deal
After having attended the module, participants will be able to form a holistic picture of what sustainable human resource management is and its importance for organizational and societal outcomes
Week 3 : Supply Chain
The need for companies to develop sustainable supply chains is driven by a range of factors. A fundamental driver is the need to comply with regulations: companies need to ensure that they do not act illegally. Moreover, customers and other supply chain stakeholders put pressure on companies to change their supply chain management methods and processes so that they comply with regulations as well as with their expectations.
By the end of the week, you will be able to :
- Identify the variety of drivers of sustainable supply chain development and management
- Understand how a sustainable supply chain can be used to create value for companies.
- Define the concept of sustainable supply chain management
- Understand some of the critical aspects of sustainable supply chain management, including sustainable sourcing and logistics.
Week 4 : Consumer drivers
In this week on creating value through CSR and marketing, we examine how consumers interpret a firm’s CSR activities. While consumers are accustomed to firms marketing their products and services, consumers are less sure how to interpret messages from firms about their CSR activities. We look at how the elements of the CSR strategy, the firm and the consumer influence consumers’ attitudes toward a firm’s CSR actions. And we look at how firms can best communicate CSR activities so that value is created, both through consumers behaviour toward the firm and in relation to the cause.
This week is focused on how we communicate or “market” our CSR activities to our customers.
By the end of the week, you will be able to address the following topics :
- The key psychological processes through which consumers interpret a firm’s CSR actions – understanding, usefulness and unity.
- The key elements of what to communicate and where to communicate that help a firm let customers know about CSR activities in the best possible way.
- How can a firm’s CSR activities create value through its customers’ behavior, both behaviors related to the firm and behaviors related to the cause associated with the CSR?
- What “contingency” factors – both firm and customer – have the ability to “multiply” the impact of a firm’s CSR activities?
Week 5 : Financial drivers
At the end of this lesson, the learner should be able to :
- Understand how value is defined in financial terms and how a firm can create value
- Appreciate the difficulties and the assumptions associated with the conventional value maximization function
- Appreciate how CSR could address these difficulties and thus, enhance/create value
- Appreciate the challenges associated with empirical application of CSR practices
Presentation of the experts
Dr. Céline Louche is Associate Professor at Audencia Nantes School of Management France, Joint-Head of the "Microfinance" Chair and Head of the CSR Research Area.
She teaches and researches in the areas of sustainability and corporate responsibility. Her works builds from organizational, network and strategic analyses to understand how businesses transform behaviorally, culturally and organizationally in their movement towards sustainability. She is the author of several articles, book chapters, and books in the area of corporate social responsibility.
Dr. Thomas Johnsen is Professor of Purchasing and Supply Management at ESC Rennes School of Business and at Southern Denmark University. Before joining ESC Rennes, he was professor at Audencia and Head of Reseach Axis: ‘Organisation & Value Chain Management’.
Dr. Judy Frels is a Clinical Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. At Smith, she is the Academic Director of the Online MBA program and teaches Marketing Strategy and leads Action Learning Projects at the EMBA and MBA levels.
Judy rejoined Smith after spending four years as Associate Professor of Marketing at Audencia Nantes School of Management in Nantes, France where she was also the Head of the Marketing Research Axis.
Dr. Nikos Bozionelos is Professor at Audencia School of Management, France and Head of the "Organization and Value Chain Management" Area of Research. His research mainly focuses on Careers, Employability, High Performance Work Systems and International Management. He has extensive teaching experience at every level, with specialty at graduate and executive level. His teaching expertise extends over the areas of Organizational Behavior, Human Resource Management, International Management, and Careers.
Dr. Christine Naschberger is Associate Professor at Audencia Nantes School of Management, France. She teaches and researches in the areas of diversity management and women’s careers. Her work is based on the context of how going beyond the legal framework (disability, equality, etc.) organizations can innovate and implement CSR practices – in highlighting the role of different stakeholders. Currently she is working on ‘career cycle and work-life balance’ and on ‘motivations of female’s executives to network and their impact on career advancement.
Dr. André Sobczak is Professor and Associate Dean for research at Audencia Nantes School of Management. He is also the holder of the “Corporate Social Responsibility” Chair and the founding director of Audencia’s Institute for Global Responsibility which promotes responsible business models, strategies and management via research, teaching and advocacy.
Dr. Joe Miemczyk is Associate Professor of Operations and Supply Chain Management at Audencia Nantes School of Management. Before working at Audencia he was a business process engineer at Unipart Group in the UK implementing environmental management systems. He started his academic career as a research fellow at the University of Bath School of Management where he carried out extensive research into automotive supply chains.
Dr. Céline Legrand is Associate Professor in Organizational Behavior at Audencia School of Management. She co-coordinates the Management Organization and Law department. Her teaching and research aim at understanding the organizations evolutions as well as managers behaviors (soft skills development). She is particularly interested by how organizations and individuals deal with risk and adopt or not preventive risk management strategies, as well as handle emergency situation.
Dr Iordanis Kalaitzoglou is assistant professor at Audencia Nantes School of Management, France. His teaching interests lie in the area of Financial Management and Quantitative Finance. His research interests focus on Environmental Finance, Corporate Social Responsibility and the Microstructure of Financial Markets. He has published various academic research papers, book chapters, articles in press and he has given various radio interviews for BBC. He is also an active member of various research centres for Energy Finance and Financial Markets.