COURSE NUMBER: EW292N.11

COURSE TITLE: Social Impact Marketing

UNITS OF CREDIT: 1 unit

INSTRUCTOR: Michelle Greenwald

E-MAIL ADDRESS: michelleathec@gmail.com

MEETING DATES: Saturdays 10/8 & 10/29 from 9AM – 5PM

Please note the unorthodox format of this course, which meets all day on two Saturdays. You must attend both sessions in their entirety in order to earn a passing grade. 

CLASS WEB PAGE LOCATION: bCourses

PREREQUISITE(S): Completion of core

CLASS FORMAT: 
This courses will explore social impact marketing through lectures, a marketing strategy and tactics framework, best practice examples, a guest lecturer/marketing agency practitioner, and a panel of marketing practitioners that work at a mix of social impact businesses and organizations.

REQUIRED READINGS: Suggested readings will be provided.  There are no texts or cases.

BASIS FOR FINAL GRADE:
The final grade will be based on:
Class attendance and participation              35%
Group project                                            65%

CAREER FIELD: Useful for entrepreneurs and marketers

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
Social impact businesses, movements and organizations that aim to help individuals and the planet be healthier, happier, kinder, more productive, and realize their potential, have never been more important, needed or more powerful in terms of their ability to affect change for the good.  There are many great movements, organizations and businesses in the world with beneficial aims, competing for attention and resources with the potential to achieve widespread, positive impact.  Success or failure of their efforts can hinge largely on how they market their offerings and engage target prospects. 

This course aims to define what social impact marketing is, provide a strategic framework for great marketing of social impact brands, and tactical approaches that have been effectively employed in the category.  The course will:

- Highlight marketing differences vs. non-social impact businesses, brands, and
organizations
- Discuss the key pillars of social impact marketing strategy
- Explain how to gain insights to develop effective strategies
- Explain the toolkit of marketing tactics that can be utilized in different contexts
- Provide examples of great tactical execution of strategies
- Set relevant objectives, monitor and measure measure success, and
continuously improve marketing activities  

We’ll hear from an expert in social media storytelling, messaging and marketing communication, and from a panel of practitioners from different types of social impact organizations about key learning on their journeys to create awareness, positively engage their target audiences, and change attitudes and behaviors.  There is a practical orientation to the course, to enable students to apply the concepts and practices to their work and social impact extracurricular activities.

Course Objectives
-  Clearly define what Social Impact Marketing is and isn’t ( ie. vs. Cause
        Marketing, Marketing for Non-Profits, Corporate Social Responsibility)

• Provide a strategic framework for maximizing the impact of social impact marketing
• Provide an understanding of tactics that can bring social impact marketing strategies to life and influence target consumer attitudes, and behaviors/actions
• Provide an Understanding of how to “do” Social Impact Marketing including key steps, elements, thought processes, research, evaluation and success metrics
• Give students the opportunity to apply the concepts to a real social impact business or organization
• Learn from practitioners about aspects of their marketing that have worked and not worked, and insights gained along the way, including strategies, “storytelling” messaging, tactics, and execution

BIOGRAPHICAL SKETCH:
Michelle is a unique blend of marketing practitioner and professor, as a former SVP New Products, Disney, a VP and GM at Pepsi-Cola, A Business Director at Nestle, and an Account Executive at J. Walter Thompson; She teaches Marketing at Wharton, Columbia, Cornell, NYU, and IESE business schools; Michelle writes about innovation, for Forbes, Inc.com, and The Huffington Post, is frequently quoted in the business media, and wrote the book, Catalyzing Innovation to help firms innovate in new product and marketing plan development more systematically and inspire fresh thinking; Through her firm Inventoursä she runs immersive innovation programs for C-Suite Execs in international cities, with leading innovators across disciplines.  Through Marketing Visualized™, she does business plan and marketing consulting across many sectors including non-profits, NGO’s, and social impact businesses.