Final Project

Title: The Role of International Marketing in Driving Sustainable and Ethical Practices

Objective:

This project challenges students to critically analyze the responsibilities of international marketers toward society, evaluate businesses’ environmental impacts, and propose ways international marketing can address and rectify past mistakes for a more sustainable future.

Part I Final Project Instructions:

Research Component:

• Use at least two publicly available databases (e.g., World Bank, United Nations Global Compact, Statista, or Environmental Performance Index) to collect data on:
• The societal impact of marketing campaigns in international markets.
• Case studies of businesses with significant environmental footprints.
• Examples of international marketing campaigns that attempted to address societal or environmental challenges. Find at least five examples and mention them in your report. Post the campaigns’ URL for assessment purposes.

Analysis Section:

• Analyze the responsibilities of international marketers in ensuring ethical, culturally sensitive, and inclusive campaigns.
• Evaluate how marketing strategies have influenced or mitigated environmental degradation in global markets.
• Identify instances where international marketing campaigns corrected historical missteps, either in product offerings or corporate practices.

Proposal Section:

• Design at least seven recommendations for a hypothetical or real global company about leadership, social responsibility, and sustainability. Consider covering the three elements (leadership CRS, and sustainability must be present in the recommendations). The strategy should:
• Address a specific societal or environmental issue.
• Demonstrate how international marketing can be a tool for positive change.
• Address how marketers can balance profit motives with societal and environmental responsibilities.
• Include data-supported evidence from your research.

Deliverables:

• A report summarizing your research, analysis, proposed strategy, and reflection. Write your rationale broken down by sections (as headings) in the proposal section.
• Include an appendix with the datasets and sources consulted.