MBA M751 Sustainability and Corporate Social Responsibility Fall 2014 Course Outline. Marketing Area DeGroote School of Business McMaster University

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1 M751 - Fall of 14 MBA M751 Sustainability and Corporate Social Responsibility Fall 2014 Course Outline COURSE OBJECTIVE Marketing Area DeGroote School of Business McMaster University This course offers students sustainability awareness, literacy, theoretical frameworks, current evidence from research and management tools that are needed by students and managers to respond to growing stakeholder demands for financial, environmental and social performance. The course will equip students with knowledge and skills to enhance sustainable business value based on triple bottom line. Environmental sustainability is now considered a strategic issue for most of the firms. In a recent survey on companies thinking on climate change, McKinsey & Company (2008) find that the greatest percentage of executives surveyed consider climate change strategically important, and about 60% take it into account in developing and marketing new products. The current and future MBA students will need knowledge, skills and tools to respond to sustainability challenges by paying equal attention to financial, environmental and social issues that influence (and influenced by) business operations. Most of the business schools now have a graduate course or program on Sustainability as reflected in the recent Beyond Grey Pinstripes report which invited 750 business school to participate in the 2009 survey based on their sustainability-oriented curriculum (The Sustainable MBA, 2009). The proposed course would fill a need in the MBA program. INSTRUCTOR AND CONTACT INFORMATION Dr. Ashish Pujari, Ph.D. Associate Professor of Marketing pujarid@mcmaster.ca Office: MGD #205; x27635 (DSB) RJC Office Hours: By appointment Teaching Assistant (TA): Hadi Eslami. h.eslami@mcmaster.ca Course Website: (to be operational by Sept. 16) COURSE ELEMENTS Avenue: Yes Leadership: Yes IT skills: Yes Global view: Yes Participation: Yes Ethics: Yes Numeracy: Yes Written skills: Yes Evidence-based: Yes Innovation: Yes Group work: Yes Oral skills: Yes Experiential: Yes Guest speaker(s): Yes Final Exam: No

2 M751 - Fall of 14 COURSE DESCRIPTION This course is taught primarily through the case-method but also includes readings, lectures, videos, workshops and a series of guest lectures by functional experts from the industry, NGOs and regulators. LEARNING OUTCOMES Upon completion of this course, course participants will be able to: Ø Understand the historical background and context of Sustainability and CSR (sustainable development, social responsibility, sustainable consumption, technology, regulations, etc.) Ø Sustainability marketing and societal marketing concept Ø Understand concepts and definitions of Sustainability and CSR as applied to business Ø Understand commercial, institutional, ecological and social perspectives of Sustainability. Ø Understand how a systems thinking and other marketing and strategic concepts as they relate to integration of CSR and Sustainability into business. Ø Understanding the relationship between CSR and sustainability performance and financial performance Ø Demonstrate knowledge of a range of tools for developing Sustainable business model, product, service, design and packaging (Life Cycle Analysis, Design for Environment, MET Matrix, ecological footprint, environmental checklists, etc.) Ø Demonstrate knowledge of tools and frameworks to make supply chain and business processes (supplier audit, ISO 14,000 etc.) Ø Understand frameworks and models of green alliances, partnerships, collaboration and networks for Sustainability and CSR Ø Demonstrate knowledge of internal and external certification for green products (sustainability index, eco-labelling, metrics, etc.) Ø Demonstrate global knowledge of Sustainability impacts (e.g. developing world, bottom of the pyramid-bop). Ø Demonstrate communication strategies for Sustainability and CSR

3 M751 - Fall of 14 REQUIRED COURSE MATERIALS AND READINGS Avenue: Registration for lecture handouts, course content and reading materials: Custom Courseware: There is no custom courseware for this course. Course outline and weekly readings with links will be available on Avenue. Important: You are required to buy cases from Harvard Business School Publishing and Ivey School of Business Publishing. A list of cases to be used is included in the course outline (p. 13). OPTIONAL COURSE MATERIALS AND READINGS Simon Dresner, "Principles of Sustainability, 2nd Edition" Joel Makower, Strategies for the Green Economy: Opportunities and Challenges in the New World of Business" L. Hunter, "Natural Capitalism" Daniel Esty and Andrew Winston, "Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage" Frank-Martin Belz, "Sustainability Marketing: A Global Perspective" CSR and Sustainability Projects will be sought by student groups from NGOs and local companies or a sustainability reporting initiative that companies would be interested in. Within the duration of the course (13 weeks), these projects will have an implementation/observation period of at around 4 weeks-- to understand, explore and sense CSR and sustainability impacts. These projects will require working with organizations and their stakeholders outside your classroom to truly understand CSR and sustainability issues. A good measure of the success of these exercises and the course will be to see the CSR and sustainability impacts you made during the course through the project. EVALUATION Learning in this course results primarily from in-class discussion and participation of comprehensive business cases as well as out-of-class sustainability exercise. The balance of the learning results from the lectures on various topics on sustainability, concepts, from related readings, and from researching your presentations, cases, assignments, and projects. All work

4 M751 - Fall of 14 will be evaluated both on group as well an individual basis as specified. In these cases group members will share the same grade adjusted by peer evaluation. Your final grade will be calculated as follows: Components and Weights Written Case Report TBA (group) 20% Case Presentation TBA (group) 20% CSR and Sustainability Project Class Participation TBA (group) 40% In-class Contribution (individual) 20% Total 100% NOTE: The use of a McMaster standard calculator is allowed during examinations in this course. See McMaster calculator policy at the following URL: Grade Conversion At the end of the course your overall percentage grade will be converted to your letter grade in accordance with the following conversion scheme. LETTER GRADE PERCENT POINTS A A A B B B F Communication and Feedback Students that are uncomfortable in directly approaching an instructor regarding a course concern may send a confidential and anonymous to the respective Area Chair or Associate Dean:

5 M751 - Fall of 14 Students who wish to correspond with instructors or TAs directly via must send messages that originate from their official McMaster University account. This protects the confidentiality and sensitivity of information as well as confirms the identity of the student. s regarding course issues should NOT be sent to the Administrative Assistant. Instructors are encouraged to conduct an informal course review with students by Week #4 to allow time for modifications in curriculum delivery. Instructors should provide evaluation feedback for at least 10% of the final grade to students prior to Week #8 in the term. CLASS ATTENDANCE: MANDATORY Case Assignments TBA- Separate schedule to be sent Case Presentations TBA- Separate schedule to be sent Critical Thinking Exercises in Class TBA- Separate schedule to be sent CSR and Sustainability Company Project To be discussed in the class Guest Speakers (target is 4 speakers) Participation Name cards and class pictures are used to help give credit for your participation. You must have a name card with your full first and last name clearly written and displayed in front of you for every class. A photograph of the class may be taken during class. This photograph will be used by the TA and the instructor to evaluate your participation. Therefore, once the photograph is taken, you MUST always attend that section of this course. If you continue to switch sections throughout the term, you will NOT be guaranteed any participation marks for those classes you attend outside your photographed section. Instructors and TAs will feel free to cold-call on anyone at any time. Hence, it is imperative that you prepare for each and every case and reading. In general, contributions are evaluated in an ascending order from physically but not mentally present, to good chip shots, to quite substantial comments, to case cracking contributions. Debate and challenge are important activities that help in the learning process and the willingness of individuals to engage in such activities with their classmates is appreciated. However, using air-time involves an obligation to actually contribute. None of us has time for recitation of case facts, bland summaries of prior discussion,

6 M751 - Fall of 14 and so on, that are devoid of implications. Before you speak, always answer the question sowhat? Participation will NOT be graded by counting each contribution a student makes. Participation will be graded by examining the quality of contributions in each class. ACADEMIC DISHONESTY It is the student s responsibility to understand what constitutes academic dishonesty. Please refer to the University Senate Academic Integrity Policy at the following URL: This policy describes the responsibilities, procedures, and guidelines for students and faculty should a case of academic dishonesty arise. Academic dishonesty is defined as to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. Please refer to the policy for a list of examples. The policy also provides faculty with procedures to follow in cases of academic dishonesty as well as general guidelines for penalties. For further information related to the policy, please refer to the Office of Academic Integrity at: ONLY IF APPLICABLE In this course we will be using Turnitin.com which is a plagiarism detection service. Students will be expected to submit their work electronically to Turnitin.com so that it can be checked against the internet, published works and Turnitin s database for similar or identical work. If a student refuses to submit his or her work to Turnitin.com, he or she cannot be compelled to do so and should not be penalized. Instructors are advised to accept a hard copy of the assignment and grade it as per normal methods. The assignment can be subjected to a Google search or some other kind of search engine if the instructor wishes. To see guidelines for the use of Turnitin.com, please go to: MISSED ACADEMIC WORK Missed Mid-Term Examinations / Tests / Class Participation Where students miss a regularly scheduled mid-term or class participation for legitimate reasons as determined by the MBA Academic Services Office, the weight for that test/participation will be distributed across other evaluative components of the course at the discretion of the instructor. Documentation explaining such an absence must be provided to the MBA Academic Services Office within five (5) working days upon returning to school. To document absences for health related reasons, please provide the Petition for Relief for MBA Missed Term Work and the McMaster University Student Health Certificate which can be found

7 M751 - Fall of 14 on the DeGroote website at Please do not use the online McMaster Student Absence Form as this is for Undergraduate students only. University policy states that a student may submit a maximum of three (3) medical certificates per year after which the student must meet with the Director of the program. To document absences for reasons other than health related, please provide the Petition for Relief for MBA Missed Term Work and documentation supporting the reason for the absence. Students unable to write a mid-term at the posted exam time due to the following reasons: religious; work-related (for part-time students only); representing university at an academic or varsity athletic event; conflicts between two overlapping scheduled mid-term exams; or other extenuating circumstances, have the option of applying for special exam arrangements. Such requests must be made to the MBA Academic Services Office at least ten (10) working days before the scheduled exam along with acceptable documentation. Instructors cannot themselves allow students to unofficially write make-up exams/tests. Adjudication of the request must be handled by the MBA Academic Services Office. If a mid-term exam is missed without a valid reason, students will receive a grade of zero (0) for that component. Missed Final Examinations A student who misses a final examination without good reason will receive a mark of 0 on the examination. All applications for deferred and special examination arrangements must be made to the MBA Academic Services Office. Failure to meet the stated deadlines may result in the denial of these arrangements. Deferred examination privileges, if granted, must be satisfied during the examination period at the end of the following term. There will be one common sitting for all deferred exams. Failure to write an approved deferred examination at the pre-scheduled time will result in a failure for that examination, except in the case of exceptional circumstances where documentation has been provided and approved. Upon approval, no credit will be given for the course, and the notation N.C. (no credit) will be placed on the student s transcript. Students receiving no credit for a required course must repeat the course. Optional or elective courses for which no credit is given may be repeated or replaced with another course of equal credit value. Requests for a second deferral or rescheduling of a deferred examination will not be considered. Any student who is unable to write a final examination because of illness is required to submit the Application for Deferred MBA Final Examination and a statement from a doctor certifying illness on the date of the examination. The Application for Deferred MBA Final Examination and the McMaster University Student Health Certificate can be found on the DeGroote website

8 M751 - Fall of 14 at Please do not use the online McMaster Student Absence Form as this is for Undergraduate students only. Students who write examinations while ill will not be given special consideration after the fact. In such cases, the request for a deferred examination privilege must be made in writing to the MBA Academic Services Office within five business days of the missed examination. Special examination arrangements may be made for students unable to write at the posted exam time due to compelling reasons (for example religious, or for part-time students only, workrelated reasons): Students who have religious obligations which make it impossible to write examinations at the times posted are required to produce a letter from their religious leader stating that they are unable to be present owing to a religious obligation. Part-time students who have business commitments which make it impossible to write examinations at the times posted are required to produce a letter on company letterhead from the student s immediate supervisor stating that they are unable to be present owing to a specific job commitment. In such cases, applications must be made in writing to the MBA Academic Services Office at least ten business days before the scheduled examination date and acceptable documentation must be supplied. If a student is representing the University at an academic or athletic event and is available at an overlapping scheduled time of the test/examination, the student may write the test/examination at an approved location with an approved invigilator, as determined by the MBA Academic Services Office. In such cases, the request for a deferred examination privilege must be made in writing to the MBA Academic Services Office within ten business days of the end of the examination period. Note: A fee of $50 will be charged for a deferred exam written on campus and a fee of $100 for deferred exams written elsewhere. In cases where the student s standing is in doubt, the Graduate Admissions and Study Committee may require that the student with one or more deferred examination privileges refrain from re-registering until the examination(s) have been cleared. STUDENT ACCESSIBILITY SERVICES Student Accessibility Services (SAS) offers various support services for students with disabilities. Students are required to inform SAS of accommodation needs for course work at the outset of term. Students must forward a copy of such SAS accommodation to the instructor normally, within the first three (3) weeks of classes by setting up an appointment with the instructor. If a student with a disability chooses NOT to take advantage of an SAS accommodation and chooses to sit for a regular exam, a petition for relief may not be filed after the examination is complete. The SAS website is:

9 M751 - Fall of 14 POTENTIAL MODIFICATIONS TO THE COURSE The instructor and university reserve the right to modify elements of the course during the term. The university may change the dates and deadlines for any or all courses in extreme circumstances. If either type of modification becomes necessary, reasonable notice and communication with the students will be given with explanation and the opportunity to comment on changes. It is the responsibility of the student to check their McMaster and course websites weekly during the term and to note any changes. RESEARCH USING HUMAN SUBJECTS ONLY IF APPLICABLE Research involving human participants is premised on a fundamental moral commitment to advancing human welfare, knowledge and understanding. As a research intensive institution, McMaster University shares this commitment in its promotion of responsible research. The fundamental imperative of research involving human participation is respect for human dignity and well-being. To this end, the University endorses the ethical principles cited in the Tri- Council Policy Statement: Ethical Conduct for Research Involving Humans: McMaster University has mandated its Research Ethics Boards to ensure that all research investigations involving human participants are in compliance with the Tri-Council Policy Statement. The University is committed, through its Research Ethics Boards, to assisting the research community in identifying and addressing ethical issues inherent in research, recognizing that all members of the University share a commitment to maintaining the highest possible standards in research involving humans. If you are conducting original research, it is vital that you behave in an ethical manner. For example, everyone you speak to must be made aware of your reasons for eliciting their responses and consent to providing information. Furthermore, you must ensure everyone understands that participation is entirely voluntary. Please refer to the following website for more information about McMaster University s research ethics guidelines: Organizations that you are working with are likely to prefer that some information be treated as confidential. Ensure that you clarify the status of all information that you receive from your client. You MUST respect this request and cannot present this information in class or communicate it in any form, nor can you discuss it outside your group. Furthermore, you must continue to respect this confidentiality even after the course is over.

10 M751 - Fall of 14 COURSE SCHEDULE MBA M751 Sustainability and Corporate Social Responsibility Fall 2014 Course Outline, am 2.20 pm; RJC 249 Pl. Note: A separate schedule will be sent/posted for Case Discussions and Case Presentations after group formation. Guest speaker days will be announced in the class. WEEK DATE CONTENT 1, September 12 Ø Introduction to the course Ø Objectives of the course Ø Resources, Readings, Cases and Speakers Ø Project work Ø Assessment Ø Group and individual work Ø Background Ø Historical background and context of Sustainability and sustainable development 2, September 19 Ø Corporate social responsibility, Ø Sustainable consumption, Ø Green technology, Ø Environmental regulations, Carbon credits and trading Ø DVD: A documentary on Rachel Carson s Silent Spring

11 M751 - Fall of , September 26 October 3 Conceptual Foundations Ø Concepts and definitions of Sustainability as applied to business Ø Commercial, institutional, ecological and social perspectives of Sustainability. Ø DVD: Human Footprint Ø Systems Perspective to Sustainability Ø Systems thinking and other marketing and strategic concepts as they relate to integration of Sustainability into business. 5 October 10 Tools for developing Sustainable business model, product, service, design and packaging: Ø Life Cycle Analysis, Ø Design for Environment, Ø MET Matrix, Ø Ecological footprint, Ø Environmental checklists, etc. 6 7 October 17 October 24 Sustainability and Supply Chain Management System Ø Greening the supply chain Ø Supplier Audit Ø ISO Sustainability and Networks Ø models of green alliances, Ø partnerships and collaboration Ø networks for Sustainability

12 M751 - Fall of October 31 November 7 Sustainability and Internal and External Certification Ø Sustainability index, Ø Eco-labelling, Ø Green metrics, etc. Developing World and Bottom of the Pyramid- BOP Ø Global knowledge of Sustainability impacts (e.g. developing world, bottom of the pyramid-bop). 10 November 14 Ø Communication Strategies for Sustainability Ø Green Advertising and Green Washing Claims 11 November 21 Social Enterprise/social entrepreneurship, Cause related marketing, Hybrid organizations Guest Speaker In-class exercise 12 November 28 Guest Speaker Project Presentations (2 presentations) Submission of the Project Reports 13 December 5 Project Presentations (2 presentations) Submission of the Project Reports References McKinsey & Company, How companies think about climate change: A McKinsey Global Survey, The McKinsey Quarterly, February, The Sustainable MBA: The Guide to Business Schools Making a Difference, The Aspen Institute, Centre for Business Education, 2009.

13 M751 - Fall of 14 CASES FOR PRESENTATIONS, HAND-IN REPORT AND CLASS EXERCISES/DISCUSSIONS These cases are required for the course: Samsung Tesco Homeplus and CSR WWF s Living work: Championed by HP Sobey s Inc.: A Strategic Approach to Sustainable Seafood Supply Tesla Motors (in 2013): Will Spark Fly in the Automobile Industry? MSPL Ltd.: CSR and Sustainability in Mining Cradle-to-cradle Design at Herman Miller: Moving toward environmental sustainability Fiji Water and CSR: Green makeover or greenwashing? Honeycare Africa: A Tripartitie Model for Sustainable Beekeeping Green Rubber: The Revolution of the Rubber Recycling Business New Balance: Developing and Integrated CSR Strategy ONE Water: A refreshingly different ethical product ABOUT THE INSTRUCTOR Dr. Ashish Pujari, Ph.D. is an Associate Professor in Marketing at DeGroote School of Business, McMaster University. In response to the emerging needs of business & industry seeking more skilled professionals with sustainability knowledge, he developed this course at DSB, and has taught this course several times. He has extensive experience of teaching in UG, MBA, executive MBA, PhD and DBA programs around the world. Most recently, at McMaster University, he has been nominated twice by MBA students for teaching awards. A Commonwealth Scholar, Dr. Pujari has been investigating new product, service and business model innovation as well as sustainability issues in organizations at international level for two decades. His research investigates how companies integrate sustainability issues in business strategy, marketing and new product innovation as well as understanding the process of developing radically new green products. His experience stems from his research in countries such as United Kingdom, Germany and Canada. His previous research on green NPD in the UK gained considerable external interest and was endorsed by the Environment Unit of Confederation of British Industry (CBI), London. He has published over 45 articles in journals, book chapters and conference proceedings. His research in product and service innovation, and sustainability has been published in leading academic journals such as Journal of Business Ethics, Journal of Product Innovation Management, Technovation, Journal of Business Research and Business Strategy and Environment, and has won scholarly awards including a nomination for faculty research excellence award. He has also received significant research funding from prestigious sources such as SSHRC, Canada and ORDCF (Ontario Research & Development

14 M751 - Fall of 14 Challenge Fund), Ministry of Research and Innovation, and has also served as an adjudication committee member and as a reviewer for SSHRC, Canada and ESRC, UK. He works closely with industry participants in his research. He has advised large and small companies. He is also a Director of Sustainable Hamilton, a non-profit social enterprise. He regularly supervises doctoral and masters students. Back in 1995 in the UK, he developed and taught an MSc level course on Green Marketing, one of the first courses in this field in the world, probably.