The objective of this Marketing Elective is to help students to get the necessary skills and tools to be able to differentiate and therefore to design a Corporate Social Responsibility Program, a Sense-of-Mission Marketing Strategy or an Activist Marketing Strategy. This Course is aiming to help future Marketing Directors and Leaders to navigate different business management trends in an environment where the simultaneous creation of Social Added-Value from Brands keeps increasing. It will provide students with an in-depth understanding of how marketing principles can be applied to create short-term impact or long-term genuine change and how this can lead to increase loyalty and market share. Students will explore dimensions of product brand-based and corporate “purpose-led” marketing and learn to analyze and develop successful marketing and organizational strategies that deliver mutual benefits for business and society. Areas of study include: greenwashing, cause-related marketing/purpose marketing strategy and brand activism.