|Module / ECTS / Path / Specialisation||Module :Social marketing : 3 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||20 h|
|Workload to be expected by the student :||60 h|
Track : Attendance
This course is based on the use of marketing techniques to develop social marketing strategies and programs in a way that benefit the society. Social marketing can be used to promote merit goods, or to make a society to avoid demerit goods and thus promoting well-being of society. According to Kotler & Lee (2011), It can influence the behavior of people in four different ways: 1) accepting a new behavior 2) rejecting a potentially undesired behavior, 3) modifying a current behavior 4) abandoning an old undesired behavior.
While some companies have achieved significant social and environmental outcomes and position themselves competitively along sustainability themes, others have struggled to effectively implement and communicate socially responsible and sustainable initiatives. This course will explore, examine, and inform how the marketing function of business activity engages in CSR and sustainability issues. Specific topics will cover how these issues are influenced by consumer trends and how they are communicated to consumers. Marketing problems found in the non-profit, for-profit and public sectors will be examined, and responsible (and irresponsible) marketing practices will be explored.
- Define social marketing and understand the concepts of behavior change for social good
- Summarize how to effectively manage the implementation and evaluation of social marketing projects.
- Apply the basic and advanced techniques for development of social marketing strategies.
- Analyze the social marketing environment
- Select target audiences, and Identify objectives and goals
- Develop price, promotion, and place strategies for a chosen social marketing issue
• Module 1: Social Marketing (Concept, Issues, and Roles)
• Module 2: Analyzing the Social Marketing Environment
• Module 3: Selecting Target Audiences, Behavior Objectives, and Goals
• Module 4: Developing Social Marketing Strategies
• Module 5: Managing Social Marketing Programs
Kotler, Ph., Lee, N. (2011), “Social Marketing: Influencing Behaviors for Good”, Sage Publications.
Burchell et al. (2013), “Marketing social norms: Social marketing and the social norm approach”, Journal of Consumer Behaviour, Vol. 12, pp. 1-9.
Dibb et al., (2013), “Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change”, European Journal of Marketing, Vol. 47, issue 9, pp. 1376-1398.
Madill and Ziegler (2012), “Marketing social missions—adopting social marketing for social entrepreneurship? A conceptual analysis and case”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 17, Issue 4, pp. 341-351.
Such behaviors as...
... may lead to expulsion from classes.