BUAD 595 - Marketing and Society

This course will emphasize social marketing and its use in for-profit and non-profit organizations.  Social marketing is the application of commercial marketing frameworks and techniques to promote individual and collective well-being.  Corporations are becoming more involved in strategies that allow them to “do well by doing good” leaving a positive footprint on society and minimizing harm. Topics will include social marketing, cause-related marketing and corporate-nonprofit partnerships that are designed to benefit society as well as improving the bottom line. 

This course will allow the students to develop and apply a set of frameworks to overcome challenges that are unique to social marketing such as invisible long-term benefits, negative demand and cultural misunderstanding and communication obstacles.  We will discuss many social marketing programs and partnerships to better understand the mutual dependence of business and society on one another.