Building Trust Through Social Good: The Practice and Ethics of Successful Cause Marketing Programs

Can Uslay (Marketing)
Jacob Lepiarz (Digital Strategy and Engagement, Johnson & Johnson)

The old paradigm of profit versus people is changing as individuals demand the products and companies they support behave ethically and give back to their communities. Corporations are taking notice and making social good a core component of their operating principles and marketing strategies. In this seminar students will be introduced to the concept of cause marketing, the principles behind successful and ethical cause marketing programs, and learn to develop a critical eye when evaluating the social and business impacts of cause marketing programs, both as consumers and potential future cause marketers.

Course Number: 
01:090:101 section 67 index 15087