Using marketing for good: An experiential project on cause-related marketing in a principles course
© 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.
Journal of Education for Business
Hajjat, Fatima M., "Using marketing for good: An experiential project on cause-related marketing in a principles course" (2020). Faculty Articles Indexed in Scopus. 110.