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Social Marketing


Course Objectives

Upon completion of Social Marketing, students will be able to:

  • Describe the social marketing framework and key concepts
  • Understand what issues social marketing addresses and how to understand those issues
  • Know how to collect meaningful data about an issue and a population so to design a relevant and effective social marketing program
  • Describe effective social and behavior change communication strategies
  • Develop a comprehensive social marketing plan

Course Description

This course is designed to provide students with an introduction to social marketing. The key fundamental concepts in social marketing and their implications on social and behavior change communication research and practice will be examined.

Learning Methods

This course, taught in English, will employ a variety of educational opportunities including class discussions, lectures, assigned readings, conducting research, writing, break out sessions/workshops, presentations, and self-directed learning. Learning is reinforced by constructive feedback during class discussions synchronous and asynchronous; online and offline.

Examination Information

The mark for this course will consist of:

30% work during semester. Students will be assigned a series of activities (well described in writing on iCorsi at least 10 days before they are due) accumulating to 30% of the course final mark.
70% individual examination during the exam period.
Administered online and composed of short answers, multiple choice questions, and case studies.
Note: The best way to do well in this course is to attend “class” and actively participate. Everything on the exam will be covered in class and the readings; the topics are listed in the learning objectives. Not every answer will be written on a slide that is distributed. If you miss a class, you are responsible for all content covered in class and you must get this from a peer, not the Professor or Assistant.

Required Material

Required papers:

A schedule for when you should have read these papers will be available on iCorsi. Additional citations will be posted to iCorsi throughout the semester.

  • Kotler, P. & Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35, 3–12.
  • French, J., & Blair-Stevens, C. (2006). Social marketing national benchmark criteria. Retrieved from
  • Rangelov & Suggs (2015). Using strategic social marketing to promote healthy nutrition and physical activity behaviors to parents and children in Switzerland: the development of FAN. Cases in Public Health Communication & Marketing. 2015;8:27-50.
  • All material posted to the online platform and marked as required, this included video lessons. These will be added in an organized fashion throughout the semester.


  • Any edition of Lee, N. R. & Kotler, P. text books on Social Marketing: 6th edition (2019), 5th edition (2015), 4th edition (2011), or the international edition.
  • Example: Lee, N. R. & Kotler, P. Social Marketing: Influencing Behaviors for Good (4th ed.). Thousand Oaks, CA: Sage


  • The journal Social Marketing Quarterly
  • The Journal of Social Marketing


Suggs L. S.

Course director