COURSE NUMBER: MBA292N.11
This course is cross-listed with the EWMBA Program.
COURSE TITLE: Social Impact Marketing
UNITS OF CREDIT: 1
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)
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 firmInventoursä 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.