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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Top Three Course Takeaways

  1. Learn the definition and history of cause marketing and the main reasons for implementing a cause marketing program.
  2. How to create a cause marketing plan based on reaching target audiences and creating shared goals.
  3. 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

Harris headshot
Bonnie Harris IMC Consultant with more than 20 years of experience Read More: Harris