SOCIAL MARKETING
Learning outcomes of the course unit
At the end of the course, students will have gained an understanding of
the fundamental principles of social marketing and the development of
communication campaigns to promote healthy lifestyles.
Prerequisites
Knowledge of the basic principles of marketing.
Course contents summary
The course covers the conceptual framework, ethics and practice of
social marketing. It examines the way in which marketing techniques can
be effectively applied to the social initiatives carried out by public or nonprofit
organizations, with a focus on social communication campaigns
against addictive behaviors.
At the end of the course, students will have gained an understanding of
the fundamental principles of social marketing and the development of
communication campaigns to promote healthy lifestyles.
Course contents
Definition of social marketing
Objectives of social marketing
The Actors
The social product
Social communication
The Strategic Marketing Planning Process
The elements of the marketing mix
Instruments and languages of social communication
Case studies: discussion of national and international social marketing
experiences
Recommended readings
For attending students:
A) Lee N., Kotler P. (2011) Social Marketing. Influencing behaviors for goods. Fourth edition, SAGE.
I capitoli da studiare sono:
- capitoli 1, 3, 7, 9, 10, 11, 12, 13, 14, 16 per intero;
- capitolo 5 (solo di lettura, consigliata per la comprensione dei capitoli successivi);
- capitolo 6 ad eccezione del paragrafo 3 (pagine 137-148);
- capitolo 15 solo paragrafo 1 (i paragrafi successivi, da pag. 393 a pag. 405, sono consigliati come lettura);
- capitolo 17 solo paragrafi 1 e 3 (pagg.437-442 e 446-450).
For NOT attending students:
A) Lee N., Kotler P. (2011) Social Marketing. Influencing behaviors for goods. Fourth edition, SAGE.
I capitoli da studiare sono:
- capitoli 1, 3, 7, 9, 10, 11, 12, 13, 14, 16 per intero;
- capitolo 5 (solo di lettura, consigliata per la comprensione dei capitoli successivi);
- capitolo 6 ad eccezione del paragrafo 3 (pagine 137-148);
- capitolo 15 solo paragrafo 1 (i paragrafi successivi, da pag. 393 a pag. 405, sono consigliati come lettura);
- capitolo 17 solo paragrafi 1 e 3 (pagg.437-442 e 446-450).
B) Grant J. (2009) GREEN MARKETING. IL MANIFESTO. Francesco Brioschi Editore.
Teaching methods
Lectures, experts' lectures, group and individual work on various
materials
Assessment methods and criteria
Written exam
Other informations
Please always check professor's webpage for updates on course, exams,
dates and times, office hours and more.
