Never
before have social issues been more at the centre of public and
private debate. From concerns about sustainability and the future
of the planet to the introduction of smoking bans, there is
a growing recognition
that social
marketing has a role to play in
achieving a wide range of
social goals. This free course, Social
marketing, examines the nature of social
marketing and how the adoption of marketing concepts,
frameworks and techniques developed for commercial marketers can
be applied to the solution of social problems.
Course learning outcomes
After studying this course, you should be able to:
- describe and explain the meaning and nature of social marketing
- analyse social marketing problems and suggest ways of solving these
- recognise the range of stakeholders involved in social marketing programmes and their role as target markets
- assess the role of branding, social advertising and other communications in achieving behavioural change.
