The objective of the Social marketing course is to apply marketing principles to the promotion of social ideas, such as : saving money for retirement, adopting preventive behaviors (having a balanced diet, not smoking, exercising regularly, etc), investing time and/or money to help social causes. The idea is not to sell a product or a service, but to identify ways to convince people to CHANGE their behaviors. During this course you’ll learn how to prepare, design, evaluate and develop a social marketing campaign.
- Learn how to apply the social marketing process to develop campaigns aiming at promoting social change.
- Learn the differences between SOCIAL MARKETING and SOCIETAL MARKETING, identifying key factors of success of each strategy.
- Learn how to develop a social marketing strategy from A to Z, through a concrete example.
- Learn how to evaluate the efficacy of a social marketing campaign
- Andreasen, Alan R. (1995), Marketing Social Change : Changing Behavior to Promote Health, Social Development, and the Environment, Washington, DC : Library of Congress.
- Kotler, Philip and Roberto, Eduardo L.(1989), Social Marketing : strategies for changing public behavior, New York, NY : The Free Press.
- Introduction to the course Presentation of main concepts in the field : Social Marketing & Societal
- Lecture about Framing Effects
- Lecture about Fear Appeals
- Efficacy of obesity prevention campaigns + WS to conceive the SM campaign
- Externals factors influencing food consumption
- WS Analysis of the results
- WS to prepare presentations
- Final presentations
Examples of social marketing campaigns to prevent alcohol overconsumption created by Social Marketing students in 2009/2010 :