HEALTH AND WELLNESS MARKETING
cod. 1007342

Academic year 2018/19
1° year of course - Second semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
A scelta dello studente
Type of training activity
Student's choice
42 hours
of face-to-face activities
6 credits
hub: PARMA
course unit
in ENGLISH

Learning objectives

Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- Theories on the decision making process;
- Definition of Social Marketing;
- The different steps of the Social Marketing process;
- Best practices in the development of Social Marketing plans;
- Cases of success and failure;
- Labeling and labeling regulations;
- Role of nutritional communication on purchasing and consumption choices.

Skills and understanding skills applied
At the end of the course the student will be able to:
- understand how consumers decide what to buy and consume in the food sector;
- understand the definition of a Social Marketing plan;
- understand the main differences between Social Marketing and Commercial Marketing;
- critically analyze the strategies implemented by the various organizations around the world;
- translate the conceptual tools into empirical rules for the design of Social Marketing plans;
- develop distinctive skills in the area of Social Marketing.

Independence of judgment
At the end of the course the student will be able to:
- identify the best practices in the promotion of human well-being;
- evaluate the impact of labeling on buying behavior;
- evaluate marketing strategies developed so far in order to improve the quality of life of individuals;
- identify the best performing channels and communication methods.

Communication skills
Through lectures managed in an interactive way, company testimonials
and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to Social Marketing Issue;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.

Learning skills
The course aims to transfer the ability to translate the economic principles into empirical rules of decision. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.

Prerequisites

Knowledge of the English language at the
B1/b2 level is required

Course unit content

Overall, the course aims to understand and develop a Social Marketing plan.
The concept of health and wellness is a broad and complex concept and Social Marketing studies its various dimensions
During the lessons we will understand what Social Marketing is and what are the steps of the process.
Each phase will be discussed in detail thanks to the help of practical cases.
At the end of the course students will be asked to develop a Social Marketing plan.

Full programme

Please contact the teacher if you need further
information benedetta.grandi@unipr.it

Bibliography

Attending and non-attending students:

Testo d'esame
Social Marketing: Influencing behaviors for good, Lee and Kotler, 2012

Attending students can have access to the slide and need to study only the chapters developeds during the course.

Non attending students have to study all the chapters of the book.

Teaching methods

The course will combined different teaching tools: lectures, individual exercises, group work and discussion of case studies. During the course a group work is scheduled. The group work consists in the developement of a Social Marketing plan. The final work must be presented in oral form through a power point presentation. All groups must present the work at the end of the course.
The slides used to support the lessons will be available on the Elly platform at the end of each lesson.

Assessment methods and criteria

The learning results will be assessed through a final oral examination, differentiated according to whether students are attending or not attending. For non-attending students, the knowledge and understanding achieved will be assessed with n. 4 open-ended questions and 1 question about the discussion of a case, each worth 6 points.
For attending students, the knowledge and understanding achieved will be assessed with n. 2 open-ended questions, to which is added the score (from 0 to 30) obtained in the group work.
The final written test is evaluated on a 0-30 scale.

Other information

Please check professor's webpage for general updates