CORPORATE SOCIAL MARKETING

Catalog description

This course will provide students with an in -depth understanding of how marketing principles can be applied to create short-term and lasting social change. Students will explore the brand-based dimensions of product, corporate and non -profit "on purpose" marketing and learn how to analyze and develop successful organizational and marketing strategies that deliver mutual benefits for business and society. Area s of study include: cause marketing, cause branding, non-profit branding, social movements, strategic philanthropy, corporate social responsibility. Social marketing techniques are used to influence individuals or groups to change their behavior to improve a social good. Throughout the course you will explore global issues affecting society and the ethics of behavior change.