MKTG3177 · Marketing

Heritage Marketing

Carroll School of Management

This course explores the interaction of marketing and history in the consumer marketplace. Heritage marketing is a strategic approach to capitalize on the historical status of older brands in the present and future. It uses the entire marketing system to develop a strategic position based on heritage, activate powerful dynamics in consumer behavior such as nostalgia, communicate relevant messages, and monetize the past. Business history and archival collections provide the content and inspiration for related communications and new product development. The primary classroom activity will be the analysis and discussion of business case studies from various industries. The pre-requisites are Marketing Principles and any course from the History core sequence.