BUS 367 - Marketing for Social Change

Unit(s): 4

This course examines the development and application of social marketing to address some of society’s most vexing problems. Social marketing is a discipline that involves (a) influencing behaviors, (b) utilizing a systematic planning process that applies marketing principles and techniques, (c) focusing on priority target audience segments, and (d) delivering a positive benefit for society. Students in this course examine the application of marketing processes for addressing social issues relating to health, environment, well-being and community. Using multi-level theories of change, research, case studies and projects, students consider the most effective ways to influence target market behavior to create positive outcomes. Students will apply marketing concepts such as segmentation, positioning, branding, and the marketing mix. This course is ideal for students interested in designing and managing marketing programs that aim for social impact.

Prerequisite: BUS 302 with a minimum grade of D or BUS 492 with a minimum grade of D
School of Management