MKTG 3600 - Marketing for Good

Goals: Understand opportunities for brands to make a positive impact and inspire change (inclusive marketing, social entrepreneurship, social good marketing, sustainable marketing, cause marketing & brand activism). Explain how “marketing for good” differs from the traditional 4P model. Evaluate the success/failures and ethical implications of various brand initiatives and campaigns ranging from Barbie to IKEA. Utilize data-driven insights to better understand consumer sentiment and to inform future marketing decisions. Develop a social marketing campaign (focused on health, safety or the environment) that aims to positively influence public behavior.

Content: As the population of the US becomes older and more diverse, it’s critical that brands and marketing messages reflect our shifting landscape. In addition, consumers are increasingly choosing products based on values such as environmental conservation, humanitarian efforts, and fair labor practices.

Through the use of case studies and project-based learning, students will analyze how brands have in the past and can in the future increase sales AND societal impact authentically. Studying these brands and learning from them is critical given the wide-ranging impact these products and advertising have on society and culture.

Prerequisite: MKTG 3100 with a grade of C- or higher

Credits: 4