Social marketing

Never before have social issues been more at the centre of public and private debate. From concerns about sustainability and the future of the planet to the introduction of smoking bans, there is a growing recognition that social marketing has a role to play in achieving a wide range of social goals. This free course, Social marketing, examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social problems.

• Introduction
• Learning outcomes
• 1 Course overview
• 1 Course overview
• 2 Understanding the nature of social marketing
• 2 Understanding the nature of social marketing
• 2.1 Definitions of marketing
• 2.2 So how can social marketing be defined?
• 2.3 Reasons for social marketing
• 2.4 Reasons against social marketing
• 3 Understanding consumer behaviour
• 3 Understanding consumer behaviour
• 3.1 Introduction
• 3.2 The factors which influence consumer behaviour
• 3.3 The importance of understanding motivation
• 3.4 The importance of understanding attitudes
• The theories of reasoned action and planned behaviour
• 3.5 Consumer behaviour models
• 4 Stakeholders and target markets
• 4 Stakeholders and target markets
• 4.1 Introduction
• 4.2 Stakeholder analysis
• 4.3 Market segmentation and targeting
• 5 The role of communications and branding in social marketing programmes
• 5 The role of communications and branding in social marketing programmes
• 5.1 The linear model of communications
• 5.2 An integrated marketing communications framework
• The communications mix – a few points to note
• 5.3 How communications work
• 5.4 The role of brands and branding
• 6 Course questions
• 6 Course questions
• 7 Conclusion
• 7 Conclusion
• References
• Acknowledgements