Marketing for Impact: Strategies for Sustainable Business

Catalog description

The American corporate landscape is under assault. The average lifespan for a company in the S&P 500 is shorter than ever, approval ratings for corporations are lower than ever, and consumers are increasingly skeptical of advertising and corporate social responsibility messages that attempt to divert attention from unethical business practices. The ideas of stakeholder theory and shared value are gaining ground and increasingly being seen as necessary constructs for corporations. As part of this, the field of marketing is also undergoing significant change. This course will attempt to explore this “new normal,” study the evolution of the consumer, and explore what brands, both old and new, are doing and might do to succeed in the years to come. The course will rely on a series of cutting edge case studies and real-world projects brought to life by two entrepreneurs—one who is the co-founder of a leading health food brand and the other who is the co-founder of a leading creative agency