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BUS 13 — Social Impact Marketing: Integrating Social Purpose with Business Goals

Quarter: Summer
Day(s): Mondays
Course Format: On-campus
Duration: 6 weeks
Date(s): Jun 25—Jul 30
Time: 7:00—8:50 pm
Drop Deadline: Jul 8
Unit: 1
Tuition: $450
Instructor(s): Niland Mortimer, Robert Joyce
7:00—8:50 pm
Jun 25—Jul 30
6 weeks
Drop By
Jul 8
1 Unit
Niland Mortimer, Robert Joyce
Social impact programs are a key differentiating factor for marketing in today’s highly competitive, socially fragmented world. Whether selling a product, providing services, or recruiting talent, a meaningful social impact program can provide an edge in any sector, from B2B tech to consumer products. Successful models include Salesforce’s “1-1-1” commitment (pledging 1 percent of equity, product, and employee time) and the TOMS “one-for-one” program (donating one pair of shoes for every pair sold). But if social impact marketing is not genuine and well aligned with broader brand goals, it is doomed in a marketplace that is adept at sniffing out inauthenticity.

This course provides a framework for creating social impact strategies and initiatives to help marketers reimagine the relationship among their business, philanthropic endeavors, communities of customers, investors, and employees. We will start by defining core social visions and how they support business goals, and then demonstrate how an aligned brand strategy reinforces the social impact program and enhances overall marketing. Discussion of successful models will reveal how internal culture adaptation is a springboard for practical marketing applications that include communications, customer engagement, social media, and PR. Students will prototype their own social impact programs, designing strategy and tactics that complement the broader marketing and business goals of their own or an example company.

Niland Mortimer, Senior Client Advisor, MavenMagnet

Niland Mortimer has focused on global strategy and advertising for brands ranging from HP and Johnson & Johnson to Neutrogena, Fujitsu, and Philips. He was president of Wunderman San Francisco, and earlier was with famed creative agency Doyle Dane Bernbach, and has managed global accounts in New York, Barcelona, Singapore, and Melbourne. He received an MBA from the NYU Stern School of Business.

Robert Joyce, Principal, Social Impact Designs; Director, Please Touch Community Garden

Robert Joyce’s experience includes business development, communication design, and project management that spans the private, nonprofit, and civic sectors. He led the development of the Founders Pledge program for Full Circle Fund, where he created programming and resources for a community of startup founders that have pledged company equity to nonprofits. Joyce has also led marketing and communications for HealthRIGHT 360 during multiple mergers and the launch of a $15 million capital campaign.

Textbooks for this course:

(Recommended) Yvon Chouinard, Let My People Go Surfing: The Education of a Reluctant Businessman - Including 10 More Years of Business Unusual, 2016 (ISBN 9780143109679)
(Recommended) Ryan Honeyman, The B Corps Handbook: How to Use Business as a Force for Good, 2014 (ISBN 9781626560437)
(Recommended) C. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich, Brand Admiration: Building a Brand People Love, 2016 (ISBN 9781119308065)