FORMATIONS |
Fiche détaillée d'un cours
SOCIAL MARKETING | |||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S2-MKT-MA-EI68UE | MARKETING |
Niveau | Année de formation | Période | Langue d'enseignement |
---|---|---|---|
Master | 1 | S2 | FrEnglish |
Professeur(s) responsable(s) | K.CHARRY |
---|---|
Intervenant(s) | Karine CHARRY |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Pré requis
Some understanding of marketing essential concepts is a plus but not a prerequisite
Objectifs du cours
At the end of the course, the student be able to:
Social Marketing refers to the use of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole” (Kotler, Roberto and Lee, 2002)
In other words, in this course, we will look at how marketing may contribute to the resolution of some current social issues such as AIDS, drinking and driving, parental violence, ect.
At the end of the course, students should be able to
Understand most important concepts in social marketing
Relate to appropriate theories for social marketing applications
Plan a social marketing campaign aiming to solve a practical social problem
Contenu du cours
Part 1:
Social Marketing vs. Commercial marketing - commonalities and discrepancies.
Concepts relevant to Social Marketing
Social cognitive theories, the hypocrisy approach, Injunctive vs. descriptive norms, upstream and downstream interventions, ...
Part 2:
Case studies
Prevention of childhood obesity, reducing smoking, eco-friendly consumption etc.
Modalités d'enseignement
Organisation du cours
Type | Nombre d'heures | Remarques | |
---|---|---|---|
Distance learning | |||
Video-Conferences | 2,00 | On-line discussion on a social marketing topic | |
Independent work | |||
E-Learning | 8,00 | Reading of scientific papers will be part of the course requirment (reading + presentation to the class) | |
Face to face | |||
Interactive class | 16,00 | Presence is highly recommended as participation represents an important factor in the final evaluation (and the chance to get your personal +point evaluated in your final mark) | |
Independent study | |||
Group Project | 24,00 |
Cases studies (before/after) Group work for the 1 global assignement | |
Charge de travail globale de l'étudiant | 50,00 |
Méthodes pédagogiques
- Interactive class
- Presentation
- Project work
- Visits/fields trips
Évaluation
Evaluation as follow:
30% Group presentations (Critical reading and discussion of scientific papers and case studies)
10% case study -online forum
60% Group assignment
Extra marks (up to 20% of the final mark) according to individual participation in class
Type de Contrôle | Durée | Nombre | Pondération |
---|---|---|---|
Others | |||
Case study | 0,00 | 1 | 10,00 |
Individual Project | 18,00 | 1 | 60,00 |
Continuous assessment | |||
Oral presentation | 0,00 | 1 | 30,00 |
TOTAL | 100,00 |
Bibliographie
- Goldberg, M.E., Fishbein M., & Middlestadt, S.E. (1996) Social Marketing, Theoretical and Practical Perspectives, Mahwah: Lawrence Eribaum Associates, Inc. -
- Donovan, R., & Henley, N. (2003) Social Marketing, Principles and Practice. Melbourne: IP Communications. -
* Informations non contractuelles et pouvant être soumises à modification