Cause related marketing refers to linking a specific action (i.e. purchasing a product) to an issue deemed significant by the organization launching the marketing campaign. This marketing practice is undertaken to not only improve the organization's sales and enhance its image but also to benefit the designated cause.

This course will provide methods and strategies to develop, launch and sustain effective cause related marketing efforts. Cause identification, nonprofit partner selection, image implications, and success metrics will be discussed. Past and current cause related campaigns, as well as pitfalls, will be studied.