This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Some understanding of marketing essential concepts is a plus but not a prerequisite

Learning outcomes

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

Course description

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.

Class type

Class structure

Teaching methods

• Interactive class
• Presentation
• Project work
• Visits/fields trips

Assessment

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

Recommended reading

• 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. -