This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S2 - 3 ECTS

Learning outcomes

The aims of the course are to facilitate student knowledge and understanding of social marketing within a communication campaign, to analyze social marketing environments in highly competitive and continuous changing scenarios concepts, and to learn about new social marketing trends.

By completing this course, student will or be able to:

• Comprehend and describe the basics of a communication campaign and social Marketing.


• Critically analyze the external environments and identify major trends.


• Identify and comprehend key elements of consumer ´s behavior relevant to Social Marketing.


• Know how to apply marketing strategies to Social Marketing.


• Understand the manner in which the marketing mix variables are used in Social


• Marketing.


• Develop a basic Social Marketing Program

Have a comprehensive understanding of Social Marketing, its use, and its importance

Course description

• What is a strategic communication campaign? Campaign plan overview


• Background research: client analysis


• Background research: public analysis


• Background research: competitor analysis


• Situation analysis


• Goals and objectives


• Strategies & tactics


• Defining and distinguishing social marketing


• Step strategic planning model


• Behavior change theories, models, and frameworks


• Steps 1 & 2 of an analysis: social issue, purpose, focus, situation analysis


• Step 3 of an analysis: selecting priority audiences


• Crafting a desired positioning


• Creating a product platform


• Price: determining incentives and disincentives


• Place: making access convenient and pleasant


• Promotion: deciding on messages, messengers, and creative strategies


• Promotion: selecting communication channels


• Monitoring and evaluation


• Implementation

Class type

Class structure

This course will combine class lectures, analysis and discussion of various case studies, and an end of course group project.

Teaching methods

Assessment