SEMESTER: Fall 2018
COURSE NUMBER: MBA 292N.11
This course is dual-listed with the EWMBA Program.
COURSE TITLE: Social Impact Marketing
UNITS OF CREDIT: 1 unit
INSTRUCTOR: Courtney Buechert
E-MAIL ADDRESS: courtney@eleveninc.com
CLASS WEB PAGE LOCATION: bCourses
Please note the unorthodox nature of this course, which meets all day on 2 Sundays. To earn a passing grade, you must attend BOTH class sessions in their entirety.
PREREQUISITE(S): None
CAREER FIELD: This course will be most beneficial to:
CLASS FORMAT:
REQUIRED READINGS: Online Videos and cases
BASIS FOR FINAL GRADE: Class Participation and Final Project
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES: The rise of social impact strategies in consumer marketing today has challenged marketers to better understand the opportunities and dangers in this practice. Today's successful leaders will proactively navigate the alignment between cultural tensions, organizational mission and organizational success. Through this program, we will examine how to assess and develop social impact marketing programs that effectively leverage best practices from active market examples. We will examine the tensions between:
In our work, we will explore different categories of social impact marketing and the drivers of success/failure to critique and develop alternative programs for existing non-profit, for-profit and causes-based marketing programs.
BIOGRAPHICAL SKETCH: Courtney
Buechert Chairman/CEO of Eleven Inc.
Courtney is a thirty-year veteran of global branding and marketing agencies
like Y&R, McCann, GS&P and Leagas Delaney. A Cal Berkeley alumni, he
has been leading Eleven Inc for the past decade. Headquartered in the
iconoclastic Bay Area and sitting near the top of Silicon Valley, Eleven has
worked with innovative business leaders in all business sectors and developed social
impact programs across of spectrum of organizations. Work for clients
like Apple, Virgin America, Dignity Health, Google, Visa, as well as, 826
Valencia, One-Laptop-Per-Child and Public Architecture has shaped the agencies
understanding of effective social impact marketing for commercial, non-profit
and cause-based organizations.