Week 7 - Marketing
Overview:
Marketing is one of those dirty-words in today's society, and in many cases,
for good reason. But in its essence, marketing is about telling the story
and sharing the experience of an idea or organization. Marketing runs in to
trouble when the expectations outsize the experience and the
wording/phrasing promises more than it delivers. The key, then, is to
deliver on what you promise. This class will explore the significance of
marketing and to leverage its power for good... :)
Logistics:
-
Housekeeping - Anything
that's necessary to take care of beforehand.Ê(10 min).
-
What are the different types of marketing -
Short introduction to the different types of marketing. What are the
important factors that drive marketing? Who is the target? What medium
is best to reach that audience? How is social media changing the
marketing landscape and how is it currently being used? This
article acts as a good
referenceÊ[20 min].
-
Watch the commercials selected for class and discuss the type of
marketing used - Should
be based on the previous discussion and bring up any missing points or
deeper analysis into different strategies of the different types. A good
video to supplement the commercials is from Rory
Sutherland: Life Lessons of an Ad Man [60
min].
-
Wrap Up - How should
an organization develop its marketing strategy? How can the success of
the plan be measured? Which methods are the most effective and easiest
to implement and measure? Which methods can be successfully employed for
social enterprises versus other organizational structures? [30 min]
Exercises:
-
Each student should do a reflection on the different groups of which
they are members and write up three characteristics that made one group
a good group and three characteristics that made another group less
successful at engaging its members.
Readings
No readings for next week.
Next Week:
Next week will discuss the different ways in which an organization can
be built. From brainstorming to team building, there will be a wide
variety of discussion points on how an organization grows in the early
stages, and why this is important to social entrepreneurs.