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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