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ERIC Number: EJ1131234
Record Type: Journal
Publication Date: 2016
Pages: 6
Abstractor: As Provided
ISSN: ISSN-1052-8008
Social Impact "Buycotts": A Tool for Innovation, Impact, and Engagement to Teach Integrated Marketing Communications
Holland, Jonna
Marketing Education Review, v26 n1 p33-38 2016
A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to "buycott" the business on a specified date. A buycott is the inverse of a boycott. In exchange for this promotion, the business partners agreed to certain actions in support of the community cause. Evaluations revealed high levels of student engagement, positive response from partnering organizations, and successful achievement of learning objectives.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A