This course explores how marketing can drive positive behavioral and social change. Students are equipped with a 10-step strategic framework to design and implement campaigns addressing critical issues such as public health, environmental sustainability, equity, and social inclusion. Emphasizing the marketers’ roles as proactive change agents, it prepares students to apply marketing tools and principles to complex, real-world challenges across nonprofit, public, and corporate sectors. The course integrates theory and practice through case studies, group discussions, and applied projects that foster the development of ethical, innovative, and media-savvy strategies with meaningful social impact. Students will examine ethical dilemmas and cultural considerations when working with diverse populations and vulnerable communities.

Topical coverage includes: audience segmentation and targeting, behavior change theories, value proposition development, message framing and design, stakeholder engagement, use of digital and social media platforms, partnership building, and tools for monitoring and evaluating campaign effectiveness and impact. 

Prerequisite: MKT201 Introduction to Marketing