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Social Marketing

Objectives

This course considers the planning and implementation of programs designed to bring about social/ behavioral change using concepts and practices from commercial marketing as well as the best practice strategies to meet the unique marketing requirements of nonprofit and hybrid (with both social mission and profit) organizations 


General characterization

Code

2619

Credits

3.5

Responsible teacher

Carmen Lages

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a 


Bibliography

Andreasen, A. R. (Ed.). (2006). Social marketing in the 21st century. Sage.

Andreasen, A. and Kotler, P. (2008). Strategic Marketing for Nonprofit Organizations. Upper Saddle River, NJ. 7th Edition. Prentice Hall, Inc.



Teaching method

Learning-by-examples (demonstration)

Learning-by-doing (practice by doing)

Learning-by-teaching [teach other(s)]

Learning-by-debating (after video visualization or text reading).

Evaluation method

50% Class Contribution and Exercises 

50% Final exam (Individual case study resolution + question about course content) 

 

Subject matter

This course emphasizes the high potential societal role of marketing. It introduces social marketing as the application of marketing concepts and other social change techniques to achieve both individual behavior changes and societal structural changes. Similarly, the course addresses the unique challenges of using marketing concepts and practices as applied to nonprofit or hybrid organizations. Private and public sector firms increasingly use marketing strategies to engage their customers and stakeholders around social impact. To do so, managers need to understand how best to engage and influence customers and key stakeholders to behave in ways that promote positive social effects. Topics include individual and collective behavioral change for accepting a new behavior, rejecting a potentially undesired behavior, modifying a current behavior and abandoning an old undesired behavior. Marketing planning, market research and branding for nonprofit or hybrid organizations.