Nonprofit and Social Marketing

Course Code
MKT 614
Hours
1.5 hours
Type
Elective
Offered
  • Winter 19 (A)
  • Winter 20 (A)
Nonprofit and Social Marketing --- This course embraces an action-based learning paradigm where interdisciplinary teams of students partner with nonprofits and social enterprises to collaborate on the design of behavioral change communication campaign.s The social change objectives can be on an individual level, community level, state or regional level, or even social issues of national interest. The social change agenda addressed may include public health and safety (e.g. HIV prevention, teen pregnancy, gun safety, childhood obesity, etc.) to other major public policy initiatives common to governments and NGOs (e.g. climate change, conservation, water quality, literacy, community science, women in engineering and technology, etc).

The participating organizations may be public or private, nonprofit or for-profit enterprises with a social mission.  The social change objectives can be on an individual level, community level, state or regional level, or even a social issue of national interest.  The professor will provide information on collaborating organizations on which student teams may ‘bid’ or student teams may pursue an organization that they select.  Potential project examples might include the following: 

  • The College of Engineering may be interested in a campaign to encourage women to pursue education in Science, Technology, Engineering and Math disciplines.
  • The City of Ann Arbor may be interested in a campaign to promote the ban of single use plastics in city restaurants.
  • Other participating organizations include American Red Cross, Big Brothers and Big Sisters, The Rudolf Steiner School, The Shelter Association, Ypsilanti Parks & Rec, The Detroit Center, The Carr Center at the Detroit Museum of Art, as well as local homeless shelters, health clinics, etc.
Taught By
Michael Metzger
  • Adjunct Assistant Professor of Marketing
Professor Metzger serves as Visiting Professor on the faculty of the School of Business at the University of Michigan in the Department of Marketing...