SUBH AGARWAL

BBA ‘6’ ‘B’

A90606417052
MKTG311 INTERNAL EXAM!

1. You are a major stakeholder in a large company. Identify three measures you will take in relation to environmental
concerns and corporate sustainability.

- Sustainability measurement is the quantitative basis for the informed management of sustainability. The metrics
used for the measurement of sustainability (involving the sustainability of environmental, social and economic
domains, both individually and in various combinations) are still evolving: they include indicators, benchmarks,
audits, indexes and accounting, as well as assessment, appraisal and other reporting systems. They are applied
over a wide range of spatial and temporal scales.

The Environmental Pillar

The environmental pillar often gets the most attention. Companies are focusing on reducing their carbon footprints,
packaging waste, water usage and their overall effect on the environment. Companies have found that have a beneficial
impact on the planet can also have a positive financial impact. Lessening the amount of material used in packaging usually
reduces the overall spending on those materials.

The Social Pillar

The social pillar ties back into another poorly defined concept: social license. A sustainable business should have the
support and approval of its employees, stakeholders and the community it operates in. The approaches to securing and
maintaining this support are various, but it comes down to treating employees fairly and being a good neighbor and
community member, both locally and globally.

The Economic Pillar

The economic pillar of sustainability is where most businesses feel they are on firm ground. To be sustainable, a business
must be profitable. That said, profit cannot trump the other two pillars. In fact, profit at any cost is not at all what the
economic pillar is about. Activities that fit under the economic pillar include compliance, proper governance and risk
management.

2. Discuss the role played by media in building or damaging corporate image with example. 5 marks

- Media has a large effect on the formation of corporate identity by reinforcing a company's image and reputation.
Companies proactively choose to create media attention and use it as a tool for identity construction and
strengthening, and also to reinvent their images under the pressure of new technology.

In the business world, public relations and media relations are often used interchangeably as they appear to be confusingly
similar. But these are different business processes. Public relations is the act of maintaining, fostering and improving
SUBH AGARWAL
BBA ‘6’ ‘B’
A90606417052
MKTG311 INTERNAL EXAM!

relations between others and your business. On the other hand, media relations is a part of public relations limited to the
company’s interaction with journalists, bloggers, editors, reporters and others in the media business.

Image Strategy in Public

Event Marketing

Media Relations

Role of Social Media

Managing Emergencies

#1: Inconsistency.

#2: Spamming Posts.

#3: Distasteful Content.

#4: Negative Feedback To Online Campaigns.

#5: Bad Timing.

#6: Carelessness.

#7: Bad Quality Posts.

#8: Bashing The Competition.

Example:- McDisaster

Fast food chain McDonald's is far from the only company to tap into the use of hashtags to try and engage the social media
audience with its brand. In a January 2012 campaign, the firm used the hashtag #McDStories in an attempt to promote
farmer stories that reflected positively on the brand.

However, the farmer-based video content fell by the wayside as Twitter users seized control, and began hijacking the
hashtag to criticize the company's food quality, service problems and horror stories.

The hashtag is still in use.