MKT-333 Global Social Innovation
Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars. provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation. an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development. an understanding of the leadership role marketing must play in creating sustainable innovation for of the future. An understanding of global issues of social innovation relating to products, processes, services, ideas, strategies. An opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.