This Course Examines social marketing to address social issues relating to health, environment, well-being, and community. Students consider the most effective ways to influence a target market to vol-untarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole
COURSE OBJECTIVES
The primary objective of this course is to expose students to the application of traditional marketing principles and techniques to the challenges and rewards of influencing positive public behavior, the discipline known as Social Marketing.
Social Marketing offers a revolutionary approach to solving a range of social problems in the areas of health, safety, environmental protection, financial well-being, and community involvement.
Upon successful completion of this course, students will be able to understand and accomplish:
● Understand the definition, theories, and applications of social marketing
● Learn a ten-step model for developing, implementing, and evaluating a social marketing cam-paign
● Apply this model to a team project
Course lectures, discussions and materials will include:
● Presentation of social marketing theory, including mapping the environment, audience identifica-tion and analysis, establishing objectives and goals, behavior change theories and frameworks in-
cluding behavior economics, application of the 4Ps, budgeting and evaluation
● Illustrative, detailed examples of successful social marketing campaigns
● In-depth case analysis and discussion
● Issues for discussion with each chapter
● A project requiring students to develop and present a social marketing campaign plan
COURSE OBJECTIVES
The primary objective of this course is to expose students to the application of traditional marketing principles and techniques to the challenges and rewards of influencing positive public behavior, the discipline known as Social Marketing.
Social Marketing offers a revolutionary approach to solving a range of social problems in the areas of health, safety, environmental protection, financial well-being, and community involvement.
Upon successful completion of this course, students will be able to understand and accomplish:
● Understand the definition, theories, and applications of social marketing
● Learn a ten-step model for developing, implementing, and evaluating a social marketing cam-paign
● Apply this model to a team project
Course lectures, discussions and materials will include:
● Presentation of social marketing theory, including mapping the environment, audience identifica-tion and analysis, establishing objectives and goals, behavior change theories and frameworks in-
cluding behavior economics, application of the 4Ps, budgeting and evaluation
● Illustrative, detailed examples of successful social marketing campaigns
● In-depth case analysis and discussion
● Issues for discussion with each chapter
● A project requiring students to develop and present a social marketing campaign plan
- 教师: Sarkar, Robin
