Judith Madill
Telfer School of Management
Addressing Societal Problems in Today’s World: A Role for Social Entrepreneurship and Social Marketing
Wednesday, February 16, 2011
7:00 p.m.
Desmarais Building, Room 4101
Virtually all of us living in Canadian society in the 21st century see the role of marketing in our everyday lives – from the newest entertaining (and perhaps irritating) advertisements on television, to signs highlighting company sponsors and products when we attend hockey games or cultural events.
What may be less obvious is the role of marketing in tackling a variety of contemporary problems, such as environmental and conservation issues, growing childhood and adult obesity, as well as mental health challenges that are of concern in our society.
In this presentation we will explore how marketing is being utilized to make positive changes in society. We will introduce the idea of social marketing (the use of the commercial marketing framework and approaches for the purpose of achieving social good rather than profit) and explore some examples of how it can be used to pursue positive change.
Since much of my research focuses on social marketing and the use of marketing approaches in social ventures (entrepreneurial organizations that work to achieve both a social and economic bottom line), I will be discussing what the research in these fields has taught us about the use of marketing for contributing to solutions to social problems.
Biography:
Dr. Judith Madill received her undergraduate and master’s degrees from the University of Manitoba and her PhD from the Ivey School of Business at the University of Western Ontario. She is currently a professor of marketing and holds the Paul Desmarais Professorship in Marketing at the University of Ottawa’s Telfer School of Management.
Dr. Madill engages in an active research program and has authored over 65 refereed research papers, as well as numerous technical reports in the marketing field.
More recently, Professor Madill has combined her research interests in the fields of social marketing and social entrepreneurship. She is frequently invited to speak on marketing in both the academic world and professional practice settings. She is a recent winner of an Excellence in Teaching Award and a Best Paper Award for her research on social marketing.
