Course title : Sustainable Enterprises and Macromarketing Dimensions

Batch : 2018-20

Term : V

Credits : 2

Faculty : Dr M R Suresh

Email ID : suresh@sdmimd.ac.in Mobile: 9448143405

About the Course:

The course seeks to develop conceptual understanding of emerging dimensions such as
sustainability, social responsibility to get a stronger foundation for an aspiring manager
taking into consideration these emerging issues as part of marketing and doing business.
As to how value can be created by enterprises factoring social responsibility and
sustainability is of contemporary relevance. The course also raises questions on the
leadership that is required and focuses on building such capabilities in firms. Often such
courses elsewhere limit themselves to perspective building in a broad sense. This course
has evolved to build both, perspective building and problem solving from an inter-
organizational perspective, in a student.

Introduction:
There are major changes that are occurring in the world. On the one hand, nationalistic
fervour is on the rise. We see countries like India endeavouring to assert themselves. We
also see regions such as Catalonia trying to see itself as a (culturally and politically)
independent nation. On the other hand, globalization is a major force that has been
shaping the world since the last two decades. There is a high level of integration as never
before history of mankind with every country being scrutinised by citizens of another
country due to internet technology.

There are major global concerns such as climate change and sustainability that are
impacting individuals, firms and countries across the globe calling for better cooperation
and coordination to address these issues. There is convergence in the view that modern
management ought to go beyond these business issues. In addition, there is a growing
consensus that corporate firms, government and civil society organizations have to
collaborate for a better world.

In view of such emerging issues there has been a felt need to offer an integrated course
that could met these emerging concerns along with business dimensions such as
marketing. National governments attempting to influence policies in different ways, for
instance, mandating social responsibility. Hence this course examines role of

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government-firm interface. There is also the issue of social responsibility in marketing
and government playing a crucial role in this regard. In addition, there are emerging
issues such as social responsibility, corporate philanthropy, climate change and
sustainability etc impacting the world calling for new approaches to doing business. A
question is what kind of design firms should adopt to succeed. Emerging form of
enterprises such as social enterprises are also explored.

Course Objectives:
The course coverage and objectives are as follows:
 Understanding the interface between markets, society and government in national
and transnational developmental context, role of non-market factors in strategy
formulation
 Highlighting frameworks to diagnose issues pertaining to emerging issues such as
social responsibility, corporate philanthropy, climate change and sustainability etc
impacting the world that need new approaches, making a business case for these
emerging dimensions such as sustainability and factor the same for decision-
making
 Governmental, non-governmental responses to sustainability issues and
emergence of social enterprises
 Exploring the interface between consumer, government in marketing and the role
of social dimensions in branding
 Understanding aspects pertaining to PPP (people, planet and profits) interface to
mainstream the same in business enterprises
 Developing strategic competence and leadership in organization to address these
issues.

Brief description of SDMIMD’s mission attributes addressed as part of the course

The following mission attributes have been taken into consideration:
 Value creation
 Social responsibility
A. Value Creation: In the present competitive business environment an organization
has to meet consumer requirements in the backdrop of government regulations
and deliver value to stakeholders including society. This will enable students
understand relevance of value creation
B. Social Responsibility: In the current scenario marketing cannot be seen in
isolation of societal issues. There will be emphasis on social and public policy
dimensions that ought to be factored in creating value for the customer and the
company. The interlinkage between social responsibility and sustainability is also
relevant. This will help students learn as to how social responsibility will be
factored in business decisions.

Name of Course Term PEO 1 PEO 2 PEO 3 PEO 4 PEO 5

Sustainable Enterprises V High Medium Low High Medium
and Macromarketing
Dimensions

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Pedagogy:
Pedagogy involves lectures, cases and videos/ documentaries covering relevant topics.
Cases focus on the interface between business and development issues in both Indian and
non-Indian development context. A few cases/ caselets are drawn from the faculty
member’s personal professional experience. A group project covering specific sectors
such as health, energy, water, livelihoods, education and examining the role of corporate
firms and enterprising nonprofits in the Indian context is part of the course

Course Evaluation: (No component should exceed 30% of the total)

Component % marks

Class Participation 10

Case Presentation 10

Case Submission 15

Group project 25

Quiz 10

Final Exam 30

Total 100

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Session Plan
Session Nos. Topics
Overview – issues of overlap between sustainability, strategy and marketing
(lecture)
1 SR: Everyone Loves a Good Drought by P.Sainath, Penguin Books
SR: Chapters 1 and 2, Poor Economics, A. Banerjee and E. Duflo
To watch: An inconvenient truth, Documentary by Al Gore
CSR, how and why and towards Sustainable Enterprise (lecture)
2 ER: Why every company needs a CSR strategy and how to build it,
Kasturi Rangan, Chase and Karim, HBS Working Paper 2012

3 Case 1: Case of the Dying Fish (IIMA case), (group case presentation)
Institutional Design and Sustainable Enterprise (lecture)
4 SR: Managing Development Programs, S. Paul

5 Classroom case discussion: GCMMF and AMUL

Strategic Responses of Social Enterprises (lecture)
ER: Suresh, M.R. Product management practices in social enterprises –
6 insight for mainstream business enterprises. Contemporary research in
management – Vol. IV, SDMIMD. [ISBN: 978-93-83302-08-6], 2015

Case 2: Health and Access to Medicines (HBS case) (group case

7
presentation)
8 Consumer, law, government, development and sustainability (lecture)
Case 3: Botswana-A diamond in the Rough (HBS case)- group case
9
presentation
Need for a new kind of leadership for socially responsible businesses,
Dharmic leadership.
ER: Suresh M.R. Leadership in social enterprise - dimensions and
10
insights. Contemporary Research in Management – Vol. V.
(SDMIMD). [ISBN: 978-93-83302-15-4], 2016

Marketing using a social approach (classroom case discussion)

11
SR: GE’s Ecoimagination initiative
12 Case 4: SELCO, IIMB Case (group case presentation)

Emerging Models of social enterprises, Green Marketing, Building

Strategic competence (lecture)
13 ER: Enterprising non-profits, J G Dees, HBR, Jan- Feb 1998

ER: A ray of hope for People Living with AIDS- Asha Kirana: its growth
and strategic issues (Case); PJMTR 2018)

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 ER: Seshadri, DVR.,K.Sasidhar. "Creating grassroots leaders through
DHAN’s unique leadership model,", 2016
ER: A natural resource based view of the firm, Stuart L Hart
14 Student group presentations
15 Student group presentation and summing up

Rubrics:
Assessment methods linked to specific course objectives

Mission attributes Exams Case Case Group Class

presentations submissions Quiz project participation
Value creation Yes Yes Yes Yes Yes Yes

Social Yes Yes Yes Yes Yes Yes

Responsibility

Unacceptable Fully Excellent Exceptional

Accomplished
Mission Attribute

Social Unable to relate Attempt made to Link of the Articulates social

Responsibility or bring about link social context with responsibility
the link with responsibility social dimensions in a
sustainability dimension and responsibility clear manner,
and social social dimension highlights deeper
responsibility responsibility is brought out. learning and
dimension in the limited. Limited ability to inferences.
given context make a business Makes a strong
case for business case for
sustainability sustainability
dimensions

Value creation No clear thought A limited Understands Not only is there

process as to endeavour to value creation in a clear
how value understand value the given context understanding of
creation can be creation. but interlinkages value creation,
achieved in a with social its interlinkages
given context responsibility, are well
sustainability articulated,
brought out in a linkage with
limited way sustainability and
social
responsibility
brought out well

Rubric 1: Assessment of answers in exams

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 Quality Unacceptable Accomplished Excellent Exceptional
Attribute
Comprehensive Irrelevant answers Straight jacket All parts All parts
understanding of and unable to responses without answered, answered and
concepts, understand adequate reference reasonable creatively links
theories and concepts, theories to concepts, link to answers to the
models theories in the concepts, context and
given context theories in the demonstrates
given context thorough
understanding of
the context
Applications of Incomplete, Limited usage of All relevant All relevant
concepts, incorrect use of frameworks and concepts used frameworks,
frameworks and frameworks and establishes some and correct links more than
links to value unable to apply application of choice of one framework,
creation and conceptual conceptual frameworks concept. Ability
social knowledge in a knowledge in a to synthesise
responsibility given situation given situation different
frameworks in a
given situation
Description of Disjointed and Information is Information is Information is
answers incorrect, no adequate but flow fine, flow is fine, logical flow
clarity in thought is not logical logical , clear and presented in
thought a creative
process manner including
finesse in
(technical)
language usage,
gives relevant
examples

Rubric 2: Assessment of case presentations, case submissions and group project

Quality Attribute Unacceptable Accomplished Excellent Exceptional
Conceptualization Grossly inadequate Identifies some Identifies all Identifies all relevant
of approach, issues but relevant issues issues and researches
identification of information and adequate for external
issues and problem requirement information information to
definition planning not requirements conceptualize and
adequate planning define the problem,
outline well-structured

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 information
requirement planning
outline
Analysis and Incomplete Limited use of Uses relevant Uses relevant
application of analysis frameworks frameworks frameworks,
frameworks but falls short integrates multiple
in integrating frameworks,
multiple endeavors to answer
frameworks the question “so
what”
Conclusions, Vague conclusions, Limited Well- Comprehensive
recommendations, recommendations conclusions but articulated coverage,
report with a plan and plan, poor weak in conclusions, Conclusions and
conceptually language and interlinkages ability to plan recommendation
linking Value referencing, no across various to value aligned with analysis.
creation and Social conceptual linkage components, creation and Well- structured
Responsibility Language and social report with
dimensions in the referencing responsibility referencing as per
given context adequate dimensions style. Ability to link
limited, Well- value creation and
structured socially responsibility
report with dimensions is
references demonstrated

Rubric 3: Quiz (incorporates a small negative marking for wrong answers)

Quality Unacceptable Accomplished Excellent Exceptional

Attribute
Objective type No correct Atleast 50% of the Most of the All correct
questions, online answers answers are correct answers are answers
test, questions in correct
random order and
a few short
answer questions

Rubric 4: Assessment of Class Participation

Quality Attribute Unacceptable Accomplished Excellent Exceptional

Attendance Missed more Missed two Missed one Did not miss any class
than three classes without class without
classes without any valid reason valid reason
valid reason
Preparation Never prepared Limited reading Prepares for the Always prepared for
for the class. No of the case / cases and reads the class, has read the
background material given. supplementary cases and highlights

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 reading reading material supplementary reading
undertaken material. Also
demonstrates
background research
for additional insights
Contribution and Never Responded to Always Always responded to
link to value creation responded to questions in responded to the the questions. Raises
and social questions. Does most classes and questions. questions during case
responsibility not participate occasionally Raises questions presentation by others
in online fora raises queries in during case and raises questions
presentation by presentation by pertaining to core
others. others. issues of the case.
Participates Participates in Participates in online
online fora online fora for a and conceptually
raises new links to chosen mission
dimensions attributes where
relevant
Behavior Always Disturbed the Does not disturb Never disturbed the
disturbed the class sometimes class except on class
class a rare occasion

Recommended Textbooks:
There are no specific textbooks for this course in view of its interdisciplinary nature.
Select readings and articles are suggested and shared.

References:
Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis
World (3rd Edition), Stuart L Hart, Pearson Education
Fortune at the Bottom of the Pyramid: eradicating poverty through profits, C K Prahalad,
Wharton Publishing
Green Marketing, latest edition, ICFAI University Press

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