Search for contacts, projects,
courses and publications

Cause-Related Marketing


Peter P.

Course director


Cause-related marketing refers to a type of marketing that benefits both for profit and non-profit organizations. The term is sometimes used more generally to refer to any type of marketing effort for social and charitable causes. The purpose of this course is to offer an overview of marketing social/charitable causes and to explore their impact and influence on society from both a macro (societal) and a micro (firm/consumer) perspective. Special emphasis is placed on a multi-stakeholder and consumer behavior/consumer psychology perspective so that the wide range of competing interests and forces can be identified and analyzed. This course is meant to provoke deeper thinking on marketing issues facing social and cause marketers. The subject matter of the course is both conceptual and decision oriented.


Course Goals

By the end of this course students will be able to identify, describe, integrate and apply concepts and theories related to marketing and consumer behavior/consumer psychology to better serve the formulation of an effective cause-related marketing plan.



All the required reading material is going to be posted on the e-learning platform or available for purchase at USI at the beginning of the course.

No main textbook required but the following book is suggested to be read by the time the course starts: Conscious Capitalism by John Mackey and Raj Sisodia (2014, Harvard Business Review Press).



Each student will be graded on the following elements: final exam (75 %), participation and assignments (10 %), case presentation (15 %). In order to complete this course and be able to take the final exam, the student is required to participate in the case presentation and have attended at least 75% of class lectures.