Participate in the 2016 Conference for Positive Marketing.

The Center for Positive Marketing at Fordham University upholds marketing as a force for good in the world, a force that recognizes the best way to boost business performance is to make people's lives better.

Please be sure to review our submission guidelines, and use this site to tell us what submissions you want to see at the conference.


Let's Collaborate

1. Submit a new session pitch. Click the "Submit New Idea" button at the top of the navigation
    sidebar. Add a title, choose a campaign (see note below), and send us your pitch!

2. Contribute to an existing session pitch. Comment on existing pitches to make your own
    contribution - formal or informal - to each session. You can also add tags to an idea. Click on the
    tag to see other ideas in the same category.

                NOTE: If your session pitch or contribution includes a formal component (e.g., research
                presentation, skills training) that you would like to have recognized in the conference
                program and proceedings, please be sure to include a clearly identified "Abstract" in
                your post.

                If you simply want to join in the conversation and/or are interested in attending the
                session on the proposed topic, then please select the "Session Attendee" campaign
                when posting.

3. Vote! Click the up or down arrows to let us know which pitches and contributions you think should
    be heard at the conference.
kudos icon +

Formal Contribution

Exploring co-creation through VLE's in Higher Education

Web 2.0 and e-learning technologies are expected to exert a significant impact on instruction and learning, in the context of 21st Century education. Consequently it has captured the interest and the imagination of both educators and researchers. Virtual Learning Environments (VLEs) are a traditional online learning environment platform used to support students outside of the classroom. University led VLEs often lack... more »

Voting

30 votes
30 up votes
0 down votes
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Formal Contribution

SAMPLE POST: Humanistic Implications for Multicultural Marketing Strategy

The Census (2012) projects that by the year 2042, the United States will be a country with no clear white majority. This trend makes the world increasingly more complicated where positive marketing for those that have been historically marginalized will continue to be an important component for overall success. The proposed presentation will examine multicultural, multiethnic and multiracial identity issues and their... more »

Voting

27 votes
27 up votes
0 down votes
kudos icon +

Formal Contribution

SAMPLE POST: Training Positive Marketers

Marketers must study individuals and society with great care in order to identify their needs and to determine how those needs can best be satisfied – marketing is about people. Yet, beyond a course in research methods for studying people and a single course in consumer behavior, marketing curricula typically do not teach much about people. The goal of this session is to generate ideas as to how marketers can and should... more »

Voting

12 votes
13 up votes
1 down votes
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Formal Contribution

Creating Life-Affirming Connections with Consumers

Jane Dutton (University of Michigan) suggests that each encounter between individuals is either life-affirming or life-depleting. After studying her work in High Quality Connections as a positive psychology student at the University of Pennsylvania, I adapted HQC for use with brands, developing a research methodology that helps brands understand how to create life-affirming connections with the people they serve. In this... more »

Voting

10 votes
10 up votes
0 down votes
kudos icon +

Formal Contribution

Positive Marketing for Government and Citizen Engagement

Making All Voices Count is an international programme that aims to change the relationship between citizens and their governments.

We use creative and cutting-edge solutions – many of which use mobile and web technology – to amplify the voices of citizens and support governments to listen and respond.

Globally, citizens have fast-increasing access to tools that enable them to monitor government performance and express... more »

Voting

6 votes
6 up votes
0 down votes
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Formal Contribution

Using a human-centered design process to tackle food waste

If marketers can create the greatest good by energizing their customers to improve the marketplace, their communities, and even the world, then the recent example of the seismic shift by some food manufacturers and fast food companies away from additives and antibiotics and toward better animal welfare shows how this can be done. All we need to do is to look at Tyson Foods’ recent announcement that it plans to eliminate... more »

Voting

5 votes
5 up votes
0 down votes
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Formal Contribution

SAMPLE POST: The Use of Images in CrM

While images were traditionally used in cause-related marketing (CrM) advertisements only, they’ve become highly relevant in social media campaigns nowadays. Consumers used to be mere recipients, but have become strong and self-confident producers of their own visual means.

Additionally, you can observe the development from transactions to interactions within cause-related marketing. As practical examples of current... more »

Voting

4 votes
4 up votes
0 down votes
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Formal Contribution

Digital Funnels: How Travel Brands take you to your dream island

Sophisticated Travel brands, both suppliers (Airlines, Hoteliers) and OTAs are increasingly engaging with potential travelers online. Though as users booking for holidays we may not be aware of it, there's a very strategic, data-driven approach behind the online marketing activities of these brands, best understood as Multi-channel Purchase Funnels or Digital Funnels. Let's have a look at the signals brands compile to... more »

Voting

2 votes
2 up votes
0 down votes
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Formal Contribution

Social change - How do you scale up for true impact?

The American Forest Foundation is working in 12 communities across the US to engage woodland owners.

AFF’s behavior change program includes:
A. Identifying specific measurable outcomes – This can include forest restoration, wildlife habitat improvement, water quality improvement and wildfire risk reduction.
B. Deciding on the landowner actions we seek – This can include anything from piling felled branches to create... more »

Voting

2 votes
2 up votes
0 down votes
(@tfacca) kudos icon +

Formal Contribution

Using the Integrative Justice Model to Identify Fair Marketing

The Integrative Justice Model is a normative ethical framework to help marketers identify fairness in the marketing exchange, and work toward more just outcomes where an imbalance is evident. Based in moral philosophy, Catholic Social Thought, and management strategies such as stakeholder theory and CSR, the theoretical foundations of the IJM are strong. Academic applications suggest marketing students are very responsive... more »

Voting

2 votes
2 up votes
0 down votes
kudos icon +

Formal Contribution

Joining the pixels: How to adapt video across screens

This presentation will describe how people around the world experience video content across different screens and contexts, and provide actionable research-based recommendations for how advertisers can adjust media plans and creative approaches to optimise response and ROI from video investment in a multi-screen world.

Voting

2 votes
2 up votes
0 down votes
(@marciaflicker) kudos icon +

Formal Contribution

Service Charge Included: Positive for employees and consumers?

Partitioned pricing has been studied extensively for almost 20 years (Estelami 1997; Estelami 2003; Greenleaf et al. 2015), and researchers have found that consumers fail to compute the full price of the item(s) presented and, therefore, underestimate their cost. This research has focused on high-ticket -- often durable -- products and services such as automobiles and airline tickets.

But what about more everyday purchases,... more »

Voting

0 votes
0 up votes
0 down votes