MRKT 206 - Cause Marketing

Cause marketing involves any type of marketing activity in support of social or charitable causes. Many companies have recognized that an integration of marketing and social initiatives can help improve corporate image, customer loyalty, and overall business goals. Famous examples of cause marketing include “Product Red,” which raises money for the Global Fund, as well as TOMS Shoes, pioneering the “One for One” business model. Topics discussed in this course include how consumer engagement can be heightened and product sales can be increased through cause marketing efforts. The course also illustrates successful examples of cause marketing and provides actionable advice for integrating marketing goals with support for a charitable cause.
3 credits
Prerequisite: MRKT 103