Course Syllabus

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 Course Information

Syllabus: Harvard MGMT E-6610 Spring 2017 3.20.17.docx

Coursepack: http://cb.hbsp.harvard.edu/cbmp/access/58114944

Classroom Link: Please find your link by clicking on Web Conference Sessions in the left hand navigation menu.


MGMT E-6610

Social Purpose Marketing Term 2017

 

Online

Thursdays, 5:10 P.M. – 7:10 P.M.                                                               

 

 Required on campus weekend

Saturday – Sunday, April  1 and 2, 9:00 A.M – 5:00 P.M.

Harvard University                                                                                                                                                             

1 Story Street, # 304

Cambridge, MA

                                                                                                                                                                                                                           

Start date                       

Thursday, January 26

 

Instructor

Kristian Darigan Merenda, MBA

Special Program Instructor, Management, Harvard Extension School

Adjunct Professor, Marketing, Boston University Questrom School of Business

Senior Vice President, Edelman Business + Social Purpose

merenda@fas.harvard.edu

 

Office hours

Virtual, by appointment

 

Prerequisites

Proof of English proficiency is required of students whose native language is not English.

 

Format

This hybrid course is taught via live web conference using Harvard’s Learning Management System, CANVAS and Zoom Web Conferencing. Along with the web conference meetings, it includes a mandatory weekend residency. The course begins via web conference on January 26 and continues to meet for seven total synchronous sessions throughout the term (January 26, February 2, February 9, February 23, March 2, March 9, March 23) prior to the on-campus weekend (April 1 and 2).

 

Students must be present for the entire on campus weekend to earn credit for the course. You cannot arrive late or leave early. If you are traveling from afar, please plan accordingly and give yourself plenty of time to make it to Cambridge by the start of class. No exceptions will be granted. If attending class during the scheduled class time is a hardship, please drop this class and enroll in a different course that better fits your needs. The Harvard Extension School has other courses where lectures can be viewed on your own schedule.

                                                                                                                                                                                                    

General description

This course is for current and future business leaders - both entrepreneurs and executives - as they navigate a business environment that increasingly emphasizes the simultaneous creation of business and social value. It will provide students with an in-depth understanding of how marketing principles can be applied to create short-term and lasting social change. Students will explore dimensions of product brand-based, corporate and nonprofit “purpose-led” marketing and learn to analyze and develop successful marketing and organizational strategies that deliver mutual benefits for business and society. Areas of study include: cause-related marketing, cause branding, nonprofit branding, social movements, strategic philanthropy, corporate social responsibility and shared value.

 

This course requires a series of interim deliverables contributing toward the final project. It is designed for graduate-level students who have a minimum of three-to-five years of related work experience in the public, private or nonprofit sectors. It is primarily a lecture-based course supported by readings, guest speakers and case analysis.

 

Course outcomes

  • Understand terms and trends in “purpose-led” marketing
  • Be able to use SWOT, comparative and competitive analyses to inform strategy development
  • Develop and present a go-to-market plan that delivers mutual benefits for target stakeholders

 

Course materials

  1. The course packet of cases and short readings are available for purchase here: http://cb.hbsp.harvard.edu/cbmp/access/58114944

 

  1. There is no required textbook for this course. However, the following texts are recommended for students seeking to broaden their learning objectives:

 

Breakthrough Nonprofit Branding, Kristian Darigan Merenda, et.al., Wiley

ISBN 978-0-470-28691-3

  • Cause Marketing for Dummies, Joe Waters, et. al. Wiley

ISBN 111-8-01130-9

  • Green Giants: Turning Sustainability into a Billion-Dollar Business, E. Freya Williams, Gilden Media

ISBN 0814436137

  • Societal Marketing: Influencing Behaviors for Good, 5th Ed. Phillip Kotler, et. al.,

ISBN 1452292140

 

Course Summary:

Course Summary
Date Details Due