Promoting Social Change and Responsibility at Corporate Level Assignment | Get Paper Help

You should write all 3 parts (1.Upper Management Proposal 2.Internal Communications 3.External Communications) in one file as “Word document”. instead of using PowerPoint for presentation, you can write it as bullet points in the same file.

Task# 5 Business Administration and Marketing

“Promoting Social Change and Responsibility at Corporate Level -A Socially Conscious Management& CSR as Part of Public Relations-”

The Situation

You work in a large corporation (over 5,000 employees) as Head of Marketing Initiatives. You need to direct your superior’s attention to becoming a more socially conscious corporation. The concept you desire is somewhat similar to HP’s entrepreneurial attempt toward employees’ volunteerism; “HP’s generous volunteer policy allows and encourages employees to leverage their 4 hours of paid volunteer time per month to give back to causes and charities that they are passionate about” (HP Website, 2020).

Managing Change Challenges

Bear in mind that many employees and even managers may be against the change and are resisting any additional work out of their comfort zone. You have to make the case for managers in the proposal about how the benefits will outcome the monetary loss from the 4 paid volunteering hours including the company’s reputation, PR positive impact,measuring ROI if applicable, etc.).

Requirements

Develop a project proposal (directed to senior managers), an internal marketing campaign (directed to employees) and a marketing communications message for PR purposes (directed externally to shareholders, customers and the general public).

1. Upper Management Proposal– Your proposal must be convincing, presenting the highlight of your research in an executive summary, an implementation plan and an assessment of the benefits and ROI. The proposal will be delivered in two forms:

• A document proposal:

1. Must be submitted in a Microsoft Word (doc.) format.
2. Follow the APA Writing Style guidelines.
3. Include a cover page.
4. Cite five references at minimal and appropriately.
5. Document length is flexible (grading will be on quality of information presented).

• A presentation proposal:

1. Must be submitted in a Microsoft PowerPoint (ppt.) format.
2. Must not exceed 10 slides.
3. Must be visually appealing and organized.

1. Internal Communications-Your presentation must be convincing and persuasive. You need to briefly explain the implementation plan and present the personal and overall benefits from this CSR attempt (how pros will outweigh cons, etc.). The proposal will be delivered in one form:

• A presentation proposal:

1. Must be submitted in a Microsoft PowerPoint (ppt.) format.
2. Must not exceed 15 slides.
3. Must be visually appealing and organized.

1. External Communications-Your marketing message must be convincing and persuasive. You need to communicate the volunteering attempt as a CSR in the eyes of external shareholders, customers and the public. You will select a communication tool (social media, news, press conference, etc.) to reflect the message.

• A document proposal:

1. Must be submitted in a Microsoft Word (doc.) format.
2. Document length is flexible.
3. A communication mean must be selected, a message must be present, and you must argue the effectiveness of the tool and the message proposed.

Learning Resources and References:

Balmer, J.M.T. (2001), “Corporate identity, corporate branding and corporate marketing— Seeing through the fog”, European Journal of Marketing, Vol. 35 No. 3, pp. 248-291.

Dutton, J., Dukerich, J. and Harquail, C. (1994), “Organizational images and member identification”, Administrative Science Quarterly, Vol. 39 No. 2, pp. 239-263.

Harvard Business Cases (http://hbsp.harvard.edu/product/cases).

Hill, C. W. L., International Business: Competing in the Global Marketplace, 8th Edition: Irwin / McGraw Hill, 2010. ISBN: 9780071220835

Hoskisson, R. E., M. A. Hitt, and R.D. Ireland, Competing for Advantage, South-Western Publishing, 2007. ISBN 978-

Kotler. P., Armstrong, G. (2017) Principles of Marketing (17th Edition).. https://www.amazon.com/Principles-Marketing-17th-Philip-Kotler/dp/013449251X

McKinsey (2007), “Shaping the New Rules of Competition: UN Global Compact Participant Mirror”, available at: http://www.unglobalcompact.org/docs/news_events/8.1/McKinsey.pdf (accessed on 05 March 2010).

Podnar, K. and Golob, U. (2007), “CSR expectations: the focus of corporate marketing”, Corporate Communications: An International Journal, Vol. 12. No. 4, pp. 326-340.

Porter, M, and Kramer, M. (2011), “Creating Shared Value”, Harvard Business Review, Vol. 89, No. 1/2, pp. 62-77.

Zollo, M., Minoja, M., Casanova, L., Hockerts, K., Neergaard, P., Schneider, S. and Tencati, A. (2009), “Towards an internal change management perspective of CSR: evidence from project RESPONSE on the sources of cognitive alignment between managers and their stakeholders, and their implications for social performance”, Corporate Governance, Vol. 9 No. 4, pp. 355 – 372.

Video links

• Project Proposal Writing: How to write A winning Project Proposal

https://www.youtube.com/watch?v=jsGBuu88WE0

• Govt School facelift project HP CSR Volunteers

https://www.youtube.com/watch?v=WRcmYN7VX1E

• HP World on Wheels CSR Film

https://www.youtube.com/watch?v=SaNT04qweD8