Aligning Strategy, Marketing and Communication for a Purpose-driven Brand - The Audencia Case

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Case

Reference no. F523-0119-1

French language

Subject category: Marketing

Authors: Vincent Balusseau (AUDENCIA); Thibaut Bardon (AUDENCIA); Adeline Ochs (AUDENCIA)

Published by: Audencia EESC

Published in: 2023

Length: 31 pages

Data source: Field research

Topics: Higher education; Business school; Purpose-driven brand; Sustainability; Environmental and social transformation; Strategy; PESTEL analysis; Marketing; Segmentation and personas; Marketing communications; Advertising; Brand platform

Tags: UN Sustainable Development Goals (UN SDGs): Goal 1: No poverty; Goal 5: Gender equality; Goal 16: Peace, justice and strong institutions

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Abstract

This is a French version. Rooted in sustainable marketing, this case encourages students to think about the links between strategy, marketing and operational communications for a purpose-driven brand, and to confront some of the tensions inherent in sustainable approaches. Students are invited to take on the role of a young project manager employed in the marketing department of a leading French business school (Audencia Business School).

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2023.

Geographical setting

Region:

Europe

Country:

France

Location:

Nantes

Featured company

Audencia Business School

Employees:

201-500

Type:

Non-profit

Industry:

Higher education