MARK-606 Social Marketing
Spring for 2007-2008
Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of the society of which they are a part. Through the use of text, cases, discussions and guest lectures, students will learn the underlying concepts and principles of social marketing and how to develop and carry out effective social marketing programs. Similarities with – and differences from – private sector marketing will be emphasized. A secondary benefit of the course is that students will have the opportunity to assess the value of their MBA training to date and its flexibility to address management problems in unconventional domains. Preference given to MBA 2nd years.
Prerequisites: MBA and GPPI Graduate Students Only
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