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Introduction to social marketing


Course Objectives
This course is designed to provide students with an introduction to social marketing. «Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good» (iSMA, ESMA, AASM). The key fundamental concepts in social marketing and their implications on social and behavior change communication research and practice will be examined.
Upon completion of Introduction to Social Marketing, students will be able to:

  • Describe the social marketing framework and differentiate it from other frameworks.
  • Describe the key concepts in social marketing.
  • Define the social marketing process.
  • Describe effective social and behavior change communication strategies.
  • Develop a comprehensive social marketing plan.

Course Description

  • Foundations of Social Marketing.
  • Social marketing framework & benchmarks.
  • Social and behavior change communication.
  • Exchange.
  • Creative and effective strategies for social marketing.
  • Monitoring models.
  • Evaluation frameworks.

Learning Methods
This course, taught in English, will employ a variety of educational opportunities including lectures, class discussions, assigned readings, doing research, break out sessions/workshops, group work, presentations.

Course Evaluation
Each student will be assessed through work they do throughout the course (30% of the course mark) and an individual exam (worth 70% of the course mark) held during the examination period. The in class work includes a group presentation of a social marketing plan. The final exam is an individual written exam and is composed of short answer, multiple choice questions and case studies.



Suggs L. S.

Docente titolare del corso

Rangelov N.


Informazioni aggiuntive

Anno accademico
Offerta formativa
Bachelor of Science in Scienze della comunicazione, Corso di specializzazione, Comunicazione pubblica, 3° anno