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COMM 370 Corporate Finance

Analysis of a Corporate Social Responsibility Program
For this final paper, choose a corporation that has a corporate social responsibility program. Most large, national companies have such programs, e.g., Hershey, Pepsi, Cisco, Blue Cross, Target, just to name a few.

Once you have identified a company with a good program, you will do a situation analysis of the company. This overall analysis should include history, number of employees/locations, areas served, products, sales, competition, etc. Get as much information as you can — there should be plenty of info online and in the library. Try to make contact with someone in the PR or marketing department of the company if you can (email will be the best way for this). A good SWOT analysis includes an examination of internal and external factors. It may be difficult to get detailed information on the internal situation, but do the best you can. Some of it you should be able to surmise from information regarding staffing/layoffs and sales data.

The next step is a thorough discussion of the details of the CSR. What elements make up the program? How is it administered? Through what media (print, tv, sociaVintemet) is the program publicized and promoted? Does the program have a contest/campaign/ participation element for the public? If so, provide details. 
Once you have outlined the program, provide an in-depth analysis. How does the CSR relate to your SWOT analysis - does it address any particular strengths or weakness that you've identified? How well does it tie in/reflect the company's overall goals? Is there any synergy between the company's products and the campaign they've chosen? How well does it speak to the company's audience? Is it being promoted well? Do you have any ideas on how it could be more successful? If you think the program is good, explain why and provide ideas for how it could be sustained or grown in the future. If you think it is not effective, explain that as well, and provide other ideas that you think would work better.

This paper should be 4-5 pages. Criteria for grading is as follows: 
  • Choice of company/campaign
  • Answering all questions outlined above, plus any others you think relevant
  • Clarity/quality of writing
  • Depth of research
  • Attention to detail
  • Support of opinions with logical argument and examples 

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