Social Marketing Practice

Social marketing attempts to educate people in the hope that they will make ‘informed’ choices regarding lifestyle, health or sustainability related issues. The course ‘Social Marketing Practice’ will explore the complexities involved in “marketing for behavior change”; which implies researching, planning and implementing effective social marketing programs using illustrative cases from successful and unsuccessful real-world cases.

It provides critical analysis on the origins of the social marketing concept, followed by a review of strategic issues that must be considered in developing social marketing, including persuasion resistance, framing and message relevance.