Cause Marketing | Marketing Communications

Top Three Course Takeaways

Learn the definition and history of cause marketing and the main reasons for implementing a cause marketing program.
How to create a cause marketing plan based on reaching target audiences and creating shared goals.
Understand the impact of cause marketing on the brand, including potential pitfalls.

Course Topics

Introduction to Cause Marketing and Corporate Social Initiatives
Marketing Driven Initiatives Cause Marketing, Cause Promotion and Social Marketing
Corporate Driven Initiatives Tactics – Philanthropy and Volunteering
Selecting Causes and Partners to fit the Target Audiences
Planning and Evaluating Campaigns
When things go wrong
The future of cause marketing

WORKLOAD: (8-10 hours per week)

This course examines the mutually-beneficial partnership of a for-profit business and a nonprofit organization. Students review case studies to explore the potential of incorporating cause marketing in an integrated marketing communications approach and framework.

Course Learning Outcomes:

Analyze the benefits to corporations, nonprofits, and society created by cause marketing and social initiatives.
Interpret campaign target markets and demographics of consumers most likely to respond to cause marketing and corporate social responsibility.
Determine how to select appropriate partners for your intended target audience and campaign goals.
Evaluate a current campaign and make recommendations for improvements.
Demonstrate the steps necessary to create and implement a successful cause marketing campaign.

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Cause Marketing Instructors

Directory
Bonnie Harris IMC Consultant with more than 20 years of experience		bharri13@mix.wvu.edu		Read More: Harris
Kathryn Wilson Over 25 years of experience in the healthcare industry		kwilso27@mix.wvu.edu		Read More: Wilson