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 ADDRESScourtney@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.