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Cause-Related Marketing

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Location

The Open University, Milton Keynes

The Berrill Lecture Theatre

Walton Hall

Milton Keynes

MK7 6AA

United Kingdom

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Description

Your invitation to Professor Gordon Liu's Inaugural Lecture:

As The Open University celebrates its 50th anniversary, Gordon Liu, Professor of Marketing Strategy, will deliver his inaugural lecture on how effective corporate social responsibility strategies enhance a firm’s reputation with its key stakeholders.

Cause-Related Marketing
A Marketing Strategy for Corporate Social Responsibility Performance

Cause-related marketing seeks to enhance a firm’s legitimacy. This is achieved by publicising and capitalising on the company’s corporate social responsibility accomplishments. More specifically, it focuses on designing corporate social responsibility strategies and communication of the associated achievements, to enhance a firm’s reputation with its key stakeholders. This in turn improves long-run profitability and stakeholder relationships.

In this lecture, Professor Liu will explore the formats of cause-related marketing campaigns and the specific ways of implementing these strategies. He will argue the opportunities (benefits) that such campaigns can bring to private businesses as well as social enterprises/non-profits. Professor Liu will also discuss the potential threats faced by corporate and social enterprise/non-profit managers when implementing cause-related marketing strategies.

Profile:

Gordon Liu, Professor of Marketing Strategy, has received his PhD from Royal Holloway, University of London (UK) in 2008. Now based in The Open University Business School, his research interests lie in exploring the ways that marketing strategies are implemented in business and social enterprises/non-profits. This includes ideas related to product innovation/new product development, strategic orientation/capabilities, and networks/strategic alliance

Event programme:

14.15 Tea/coffee on arrival
15:00 - 15:40 Cause-Related Marketing – A Marketing Strategy for Corporate Social Responsibility Performance
15:40 - 16:00 Q&A
16:00 - 17.00 Drinks Reception

Register on this page to attend the lecture in person.

You can also watch it online by clickimg here (link will be available before the lecture) or watch via Facebook and post your questions during the Talk. Please do take the opportunity to have your questions answered by our speakers LIVE during the event by emailing: Comms-Inaugural-Lectures@open.ac.uk;

We very much hope you will be able to attend what promises to be an inspiring event and have your say.

View other OU 50th anniversary inaugural lectures at: http://www.open.ac.uk/research/inaugural-lectures;

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FAQs

Are there ID requirements or an age limit to enter the event? No, there are none.

Do I have to be a student at the OU to attend? No, this event is open to the public.

I cannot attend on the day, will the event be recorded? Yes, a recording will be made available post event.

What are my transport/parking options getting to the event? Ample parking is available outside the venue. Please use East Parking. If you have any special requirements please contact the events organiser. Map of the OU campus.

Where can I contact the organiser with questions? Email: Comms-Inaugural-Lectures@open.ac.uk;

Do I have to bring my printed ticket to the event? No. Pease go to the registration desk on arrival, your name will be on the list.

The name on the registration/ticket doesn't match the attendee. Is that okay? Please let the organisers know in advance of any name change.

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Date and Time

Location

The Open University, Milton Keynes

The Berrill Lecture Theatre

Walton Hall

Milton Keynes

MK7 6AA

United Kingdom

View Map

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