Before you learn more about marketing in the many links later on below topic, you should first

understand what marketing is, because the topic is so often misunderstood. Marketing is the wide
range of activities involved in making sure that you're continuing to meet the needs of your customers
and are getting appropriate value in return. Think about marketing as "inbound"
marketing (hearing from stakeholders) and "outbound" marketing (getting the word out to
stakeholders).

Inbound Marketing Includes Market Research to Find Out:

What specific groups of potential customers/clients (markets) might have which specific needs
(nonprofits often already have a very clear community need in mind when starting out with a new
program -- however, the emerging practice of nonprofit business development, or earned income
development, often starts by researching a broad group of clients to identify new opportunities for
programs)

How those needs might be met for each group (or target market), which suggests how a product
might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to
accomplish among the groups of clients in order to meet the needs)

How each of the target markets might choose to access the product, etc. (its "packaging")

How much the customers/clients might be willing pay and how (pricing analysis)

Who the competitors are (competitor analysis)

How to design and describe the product such that customers/clients will buy from the organization,
rather than from its competitors (its unique value proposition)

How the product should be identified -- its personality -- to be most identifiable (its naming and
branding)

Outbound Marketing Includes:

Advertising and promotions (focused on the product)

Sales

Public and media relations (focused on the entire organization)

Customer service

Customer satisfaction

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push
products onto people who really don't want the products at all. Effective inbound marketing often
results in much more effective -- and less difficult -- outbound marketing and sales.

Sections of This Topic Include the Following

Basics and Planning

Basics of Marketing

Basically, you might look at marketing as the wide range of activities involved in making sure that
you're continuing to meet the needs of your customers and are getting value in return. Marketing
analysis includes finding out what groups of potential customers (or markets) exist, what groups of
customers you prefer to serve (target markets), what their needs are, what products or services you
might develop to meet their needs, how the customers might prefer to use the products and services,
what your competitors are doing, what pricing you should use and how you should distribute products
and services to your target markets. Various methods of market research are used to find out
information about markets, target markets and their needs, competitors, etc. Marketing also includes
ongoing promotions, which can include advertising, public relations, sales and customer service.

Market PlanningA Closer Look at Business Education

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JANUARY 2007

: MARKETING

INTRODUCTION:

In recent years, attention to social and environmental issues in product marketing has become a

mainstream practice and offers opportunities for firms to differentiate themselves in the market.
Popular

examples abound: organic produce, hybrid cars, and fair trade coffee, to name just a few. While
business

coursework is quickly following practice in the field, our data show that a critical examination of the

social impact of marketing is limited in some instances to issues of legality and ethics. When ethical

concerns are raised, they are commonly discussed in the context of avoiding harmful marketing
practices,

especially prohibitive product pricing and deceptive advertising. On the other hand, international

marketing classes do a good job of discussing socio-cultural considerations in the analysis of new
target

markets.

It is noteworthy that a handful of MBA programs offer courses specifically addressing “social

marketing”; that is, using concepts from commercial marketing, such as the traditional “four P’s”

marketing mix (i.e., Product, Place, Promotion, and Pricing), to bring about social change. Also,

academic research has highlighted the use of, and further potential for, social marketing for
environmental

causes.1 A few of these forward-looking strategic marketing courses are highlighted in the “notable

coursework” section below.

THE BOTTOM LINE:

■ According to Dr. Bruce Hutton, several years ago topics related to the environment and
social issues were considered “add-ons” and were included at the end of marketing texts.

Now, these issues are better integrated throughout such texts.

■ There are many social impact management topics in marketing that are worthy of

inclusion into coursework. Examples include the impacts of product development,

design, and pricing decisions on both consumers and business sustainability, as well as

the impacts of “niche marketing” on both target markets and sustainable competitive

corporate strategy.

A FACULTY POINT OF VIEW:

Dr. Bruce Hutton is a Professor of Marketing at the Daniels College of Business at the

University of Denver. He has also served as Dean and Chairman of the Marketing Department in

his twenty years at Denver. Additionally, Dr. Hutton is a co-founder of the Colorado Ethics in

Business Awards, a unique grassroots effort to recognize individuals, companies, and nonprofit

organizations for ethics and socially responsible actions.

On cutting-edge issues in marketing: “Every aspect of the traditional marketing mix is being affected
by

the opportunities provided by the expansion of marketing thought to include social and environmental

issues in the development of marketing strategy. New ways of greening the supply chain, pressuring

suppliers to be environmentally sensitive and have ethical practices with regard to labor and human
rights

provide ways of differentiating brands. Engaging in partnerships with civil society organizations as well

as government is providing access to new markets and resources. Perspectives, such as those
presented in

1 For example, see Edward Maibach’s “Social Marketing for the Environment: Using Information
Campaigns to

Promote Environmental Awareness and Behavior Change”, Health Promotion International, Vol. 9,
No. 3, 209-224.

Oxford University Press, 1993. Additionally, Oxford University presented, “Social Marketing for the
Environment:

Using Water Wisely”, a conference in November 2006. See

http://www.conted.ox.ac.uk/cpd/env/courses/social.asp

for the announcement.

A Closer Look at Business Education

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Prahalad’s book, The Fortune at the Bottom of the Pyramid, are opening up heretofore ignored
markets

and are leading to new innovations in meeting the needs of the poor.”

On student interest in environmental, social, and ethical issues in marketing: “Students respond very

positively to such topics when they are presented in the context of the overall marketing process, so
they

can see the linkage between these practices and the creation of firm value, customer satisfaction,
brand

reputation, innovation, competitive advantage, etc.—and the fulfillment of the marketing concept. It is

also true that, increasingly, students come to the business school seeking training in such issues and

wanting to go to work for socially responsible companies and make a difference, as well as a living, in

their careers.”

NOTABLE COURSEWORK:

The following course descriptions are drawn exclusively from Beyond Grey Pinstripes, a

research survey conducted biennially by the Aspen Institute.

■ ESADE Business School

Managing Marketing from Global HQ (Core Course)

Instructor: Josep Franch

“The course on ‘Managing Marketing from Global HQ’ presents cultural and environmental impact

as an element to be taken into account in the strategy of internationalization. The course is principally

concerned with the application of a genuinely global perspective from headquarters: it insists on the

need for taking the cultural values of each region into consideration in order to design marketing that

respects these values; furthermore, it examines issues concerned with the social reputation of the

company as a result of its contribution to the development of an emerging country, its social investing
and its environmental policy. Moreover, marketing strategy is also planned with reference to
socioeconomic

criteria, seeking to favor depressed areas through the implementation of lasting

entrepreneurial projects.”

■ Asian Institute of Management

Marketing Management (Core Course)

Instructors: E.M.P. Santos and A.V. Concepcion

“Marketing Management is a core subject in the two-year Master in Business Administration (MBA)

program. It is given on the first year of the MBM program to introduce students to the concepts and

theories of Marketing Management with focus on ASEAN business systems. It aims to help the

students learn a comprehensive and systematic approach to strategic marketing process and to learn
to

think critically (ask intelligent questions) and strategically. Also, it aims to develop an appreciation

and understanding of marketing's roles and social responsibilities in a global society.”

■ Boston University, School of Management (2003 data)

Marketing Social Change (Elective Course)

Instructor: C.B. Battacharya

“Corporations have recently shown tremendous interest in corporate social initiatives by supporting

social causes and non-profit organizations. Many companies now have social responsibility
managers.

Phrases such as "cause branding," "strategic volunteerism," and "enviro-preneurial marketing" have

infiltrated the mainstream business vocabulary as companies look for ways to integrate social

perspectives into their marketing strategy. This course trains students to be leaders who will catalyze

this management revolution.”

■ The University of North Carolina at Chapel Hill, Kenan-Flagler Business School

Legal and Social Environment of Marketing (Elective Course)

Instructor: Paul Bloom (now at Duke’s Fuqua School of Business)

A Closer Look at Business Education

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“Students become familiar with various topics, including the design of more effective campaigns for

socially- or environmentally-beneficial behaviors (for instance, a “stop smoking” or “don’t litter”

advertising campaign). Students also learn about corporate societal marketing initiatives that earn

profits and promote social welfare, antitrust issues, and public policies that protect consumers from

making poor marketplace choices and encourage vigorous competition for customers. Students

acquire skills and an improved ability to market socially and to assess government and corporate

social initiatives.”

■ Stanford University, Graduate School of Business

Global and International Marketing (Elective Course)

Instructor: Wasim Azhar

“This course addresses the opportunities and challenges associated with the development and

implementation of marketing strategy in international markets. It aims to develop frameworks and

knowledge that will enable future managers to better formulate and effectively implement marketing

plans in different regions of the world. Topics covered include global brand management; analysis of

various international market structures; market entry strategies in developed and emerging markets

including country selection and marketing program design based on consumer, country and

competitive analysis; international marketing mix strategies including the globally standardized

versus locally adapted marketing program debate; and international pricing, advertising and

promotion strategies.”

■ Georgetown University, Robert E. McDonough School of Business

Social Marketing (Elective Course)

Instructor: Alan Andreasen

“This course gives students a set of frameworks and tools valuable in bringing about socially

desirable behavioral outcomes beyond the economic marketplace. We consider the need for
structural

change as well as changes in behavior by those carrying out undesirable practices. We discuss
challenges of raising issues on the public, media and political agendas, developing strategies to

influence legislators, business leaders, community leaders and the media to bring about social
change.

Many of the examples discussed in class are in public health, violence prevention and economic

development.”

For additional courses on related subjects, search 1,672 descriptions at Beyond Grey Pinstripes.

NOTABLE TEACHING MATERIALS:

Materials referenced are meant to represent the diversity of related teaching resources available

at Caseplace.org. Most are available as free downloads to registered faculty members.

■ Case Study: Procter & Gamble and Population Services International (PSI): Social Marketing for

Safe Water

Source: INSEAD, 2006

PuR, the water purification product sold in small sachets, had suffered a string of failed market tests,

but the public health benefits of the product had been demonstrated repeatedly in bottom of the

pyramid (BOP) markets where finding clean drinking water can be a daily calamity. As part of its

global CSR (corporate social responsibility) expansion initiative, Procter & Gamble (P&G) move the

product from the commercial to the corporate sustainable development (CSD) unit, which took the

pressure off PuR brand managers to meet market sales projections. This move created new
pressures,

however, for those managing CSR initiatives - to take the product global on a philanthropy budget.

Partnering with Population Services International (PSI), the global NGO (non-governmental

A Closer Look at Business Education

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-4-

organisation) with offices in over 65 countries, and expertise in social marketing, P&G would play a
supporting role. Building a sustainable social market for water treatment, in places like Haiti and

Uganda, presented challenges, but also presented unexpected benefits, measured in terms of P&G's

stakeholder engagement.

■ Suggested Reading: Marketing that Matters by C. Conley and E. Friedenwald-Fishman (Berrett-

Koehler Publishers, 2006)

Many business leaders view marketing as the crass, ugly side of business. This new book proves that

"marketing" isn't a dirty word — it's the key to advancing both business ideals and the bottom line.

Written by two down-to-earth, experienced entrepreneurs, Marketing That Matters is an in-thetrenches

guide to building a marketing plan that embodies personal values instead of exploiting them.

This compact volume provides overworked entrepreneurs, who want to match their mission with their

values but who lack the time or training to develop a strategy, with the steps needed to incorporate

effective marketing into their business plan.

■ Concept Paper: “What Research in Marketing Can Teach Managers About Improving Corporate

Social Performance” by Dr. Paul Bloom, Fuqua School of Business at Duke University

This paper presents an overview of the research undertaken by marketing scholars concerned with
the

social impact of marketing practices. The author outlines the field and discusses: the recent research

focus to help managers to improve their company's performance; the study of harmful marketing

practices; the legislative and judicial treatment of certain marketing practices; the study of
macromarketing

issues; the identification of practices which hinder and promote corporate social

performance and key questions which animate this research.

ONGOING QUESTIONS:

■ What type of academic collaboration is necessary for useful metrics to be developed that

effectively measure the impact of social and environmental marketing?

■ Are the expectations of corporate recruiters of marketing professionals changing at a

similar pace to changes in corporate practice itself?

■ What will the 2007 Beyond Grey Pinstripes survey results reveal about curricular shifts

over the past two years in marketing courses?

RESOURCES:
BeyondGreyPinstripes.org – World’s biggest MBA database, including detailed records on 1,672
courses,

1,730 extracurriculars, and 216 research articles at 128 schools on six continents.

CasePlace.org – A free and practical on-line resource for up-to-date case studies, syllabi, and
innovative

teaching materials on business and sustainability. Created for the educators who will shape our next

generation of business leaders!

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A Closer Look is a monthly series of briefing papers on topical issues in MBA education, based on the
research and programs of the

Aspen Institute. The Aspen Institute Business and Society Program works with senior corporate
executives and MBA educators to

prepare business leaders who will effectively manage the financial, social, and environmental impacts
of the private sector.

􀃆 Contact Justin.Goldbach@aspeninstitute.org to order reprints or to offer feedback.