Written by Lillian Tisserand, Jenkins MBA ’26 and Graduate Business Sustainability Certificate

This class looked at corporate social responsibility (CSR) from a marketing perspective, with a big focus on how consumers actually respond to CSR efforts. Instead of just talking about CSR as a “good thing,” we dug into when it really works, when it feels performative, and how it affects brand trust. We used case studies to look at real companies and had a lot of discussion around what makes CSR feel authentic versus greenwashing. 

The professor ran the course in a very discussion-based, applied way. The assignments were practical, including individual case write-ups and a group project where we designed our own CSR initiative and explained how it would be positioned and communicated. It felt less like memorizing concepts and more like learning how to think through CSR decisions the way a manager would. 

I came away with a much clearer understanding of how CSR connects to brand strategy and consumer perception. I learned how to spot the difference between meaningful CSR and surface-level efforts, and how communication plays a huge role in whether people trust a company’s intentions. The course also helped me get more comfortable evaluating CSR initiatives from both a business and social impact perspective. Overall, it strengthened my ability to analyze real-world business decisions and think more critically about how companies balance purpose and profit. 

I would definitely recommend this course to students interested in sustainability, responsible business, or brand strategy. It’s especially useful for anyone who wants to understand how social and environmental initiatives actually play out in the marketplace and how to design CSR efforts that are both impactful and credible.

*This course is part of the Business Sustainability Certificate program.