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 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.
Schedule: July 2 – July 12 (6:00pm – 9:00pm), July 6 (9:00am – 12:00pm)
Professor: Stephan Dahl
Hull University Business School
Stephan Dahl is Senior Lecturer in Marketing at Hull University Business School. He holds a PhD from University of Luton (2005). At Hull, he is program leader for the Bachelor in Marketing and Management. His research interests include social media and the role that social marketing and marketing communication play to prevent health problems in cross cultural and diverse contexts. He has published widely in international journals like the Journal of Advertising Research, European Journal of Marketing and is the author of the book “Social Marketing” (2012).