MKT 534 - Marketing and Society

This course applies traditional marketing principles and techniques to the challenges and rewards of promoting positive public behavior. We will first examine arguments for marketing being used as a force for bad or as a force for good before exploring concepts and theories from the behavioral sciences including psychological, sociological, economic, and cultural perspectives and analyzing their usefulness for promoting public welfare. By the end of the course, students will propose a comprehensive social marketing plan for enhancing consumer welfare in their domain of interest.

3 credits

Grading Letter graded (A, A-, B+, etc.)