COURSE
NUMBER:
MBA292N.11
This
course is dual-listed with the Evening-Weekend MBA Program.
COURSE TITLE: Topics
and Tensions in Social Impact Marketing
UNITS
OF CREDIT: 1
unit
INSTRUCTOR: Courtney Buechert
E-MAIL
ADDRESS: courtney@eleveninc.com
MEETING DAY(S)/TIME:
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
case research and video review.
BASIS
FOR FINAL GRADE:
Class
Participation
30%
Assignment/bCourses
Discussions 30%
Final
Project
40%
The Final
Project: You will be required to select a social impact organization or program
that interests you (it can be one we explore in class, one that you are
personally passionate about, and/or the organization you work for) and develop
a critique of it using the tensions that we explore in class. Further, you will
be asked to provide strategic and creative changes to the marketing that you
believe will increase its chances of success by applying the best practices
outlined in class.
ABSTRACT
OF COURSE’S CONTENT AND OBJECTIVES:The
growing use of social impact strategies in consumer marketing today
requires business leaders to better understand the opportunities and dangers of
this practice; navigating cultural, organizational and competitive tensions.
Through this course, we will examine how to assess and develop social
impact marketing programs that leverage best practices from active
marketplace examples. We will focus on four tensions:
In our work,
we will explore different categories of social impact marketing and the drivers
of success/failure. We will both critique and develop alternative programs for
existing non-profit, for-profit and causes-based marketing programs. And
we will host several guest speakers to directly interrogate their experiences
as leaders of current social impact programs.
COURSE
OBJECTIVES:
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, SoFi, Dignity Health, Google,
Electrify America, 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.