Social marketing

This course is designed to provide students with an understanding of the principles, practices, and evidence in social marketing. Social marketing focuses on creating social change and social innovation through behavior change communication, policy, and environmental changes. It addresses health, environment, political, sustainability and other social issues.

In this course, students gain understanding of social marketing from a theoretical perspective. Students also learn to apply what they learned, moving from theory to practice, gaining experience and competences in doing social marketing research and practice.

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. Students will be faced 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.