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Introduction to Social Marketing


Rangelov N.

Docente titolare del corso

Suggs L. S.

Docente titolare del corso


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


  1. Foundations of Social Marketing
  2. Social marketing framework & benchmarks
  3. Social and behavior change communication
  4. Exchange
  5. Creative and effective strategies for social marketing
  6. Monitoring models
  7. 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, and presentations


Examination Information

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

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