Title

Using marketing for good: An experiential project on cause-related marketing in a principles course

Document Type

Article

Publication Date

1-1-2020

Abstract

© 2020 Taylor & Francis Group, LLC. Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the “good side” of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate citizenship. Students were able to generate $11,796.11 in total profit, and collaborate with 34 unique local, national, and international nonprofits. Qualitative data indicated that students gained a deeper understanding and appreciation of marketing, market research, and marketing as a tool for CRM.

Publication Name

Journal of Education for Business

DOI

10.1080/08832323.2020.1848770

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