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Social Marketing


Suggs L. S.

Course director


Course description
Social marketing focuses on creating social change and social innovation through behavior change achived through effective communication, policy, and environmental changes. It addresses health, environment, policy, sustainability and other social issues.
This course is designed to provide students with an understanding of the principles, practices, and evidence in the discipline of Social Marketing. It aims to provide students with an understanding of the theoretical as well as practical aspects of Social Marketing.
Key concepts, conceptual frameworks, and theories in social marketing and their implications on social issues will be examined through a problem centered approach to learning. Thus, students will not only listen to lectures and read academic papers, policy reports, news articles, and other public communication, they will also do hands-on work to gain valuable lessons that come from experiential learning.

Throughout the course, students will be provided with real-life social issues and will learn to use Social Marketing to address them. They will learn from theory and case histories to understand problems, identify strategies for improving these issues and develop critical thinking on social marketing principles and practices. Students will work both individually and in groups to critically analyze problems and potential solutions. Teams will share processes, challenges, changes in thinking, and outcomes throughout the course, and receive feedback from instructors and peer groups.

Required material
Required papers: A schedule for when you should have read papers/reports/news will be available on iCorsi. Below is just a sample of papers you will need to read. They are selected because they are helpful in understanding social marketing.
Additional resources (some required others recommended) will be posted to iCorsi that cover a variety of:

  • social issues (e.g., gender equality, social inclusion, health challenges, environment, xenophobia, social justice, responsible institutions, biodiversity, sustainability), 
  • settings (e.g., workplace, community, government, business, etc.), perspectives (marketing, promotion, public management, ethics, communication, economics), 
  • techniques (e.g., education, nudging, informing, supporting, design, enforcing), and countries (all across the world, including high-, middle- and low-income countries).

Teaching mode

In presence