BA5007

Social Marketing

HBS > Professional Electives > Social Marketing
Course ID
BA5007
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
• To enhance Competiveness in Social Marketing by ethical values and social media in Marketing.

UNIT I INTRODUCTION
Social marketing – Definition – Scope and concept – Evolution of Social marketing – Need for Social marketing – A comparative study between Commercial and Social marketing – Use of market research – social change tools – Factors influencing Social marketing – Challenges and opportunities.

UNIT II SOCIAL MARKETING PROCESS AND PLANNING
Introduction – Environment Monitoring – Social Class and self-efficacy – social capital – Social ecology – Advocacy – A global phenomenon – Social marketing Process – Stages – Ethical considerations. Planning – Formative Research in Social marketing. Analysis – Problem – Environment – Resource.

Segmentation – Motives and benefits – Sheth’s and Frazier’s attitude – behavior segmentation – Stage approach to segmentation – Selecting target audiences – Cross cultural targeting – cultural and individual tailoring.

UNIT III SOCIAL MARKETING MIX
Social marketing mix – policy – product – place – price – promotion – people – partnership. Rating & Reviews – Virtual world – Using media in social marketing – Importance – effectiveness of mass media in social marketing – Practical model for media use in social marketing – Advertisement -Publicity – Edutainment – Civic or Public – Choosing media & methods.

Role of media in social marketing campaigns – planning and developing Social media campaigning –Campaign vs Programme – Programme planning models – conceptual model Lawrence Green’s PRECEDE-PROCEED model.

UNIT IV ETHICAL ISSUES AND CHALLENGES
Ethical principles – Codes of behaviour – Critics of social marketing – Critic of power imbalance in social marketing – Criticism of unintended consequences – Competition in social marketing- Definition – monitoring – countering competition – competition and principle of differential advantage – Internal competition.

UNIT V TRENDS IN SOCIAL MARKETING
Future of Social marketing – setting priorities in social marketing – Repositioning strategies- Future of Public sector – NGO – Private sector social marketing.

Social Media marketing – Importance – Big Brands & Small business – E mail marketing -Social Media Tools –Marketing with Social network sites, blogging, micro blogging, podcasting with Podomatic.

TOTAL: 45 PERIODS

OUTCOMES:
• Applying Ethical Principles in Social Marketing through advanced marketing medias.

REFERENCES :

  1. Rob Donovan & Nadine Henley. (2011). Principles and Practice of Social Marketing-an international perspective. Cambridge University Press.
  2. Kotler, P., Roberto, N., & Lee, N. (2008). Social Marketing – Influencing Behaviors for Good. (3rd ed.). Thousand Oaks, CA: Sage Publications, Inc.
  3. French, J., Blair-Stevens, C., McVey, D., & Merritt, R. Social Marketing and Public Health. Oxford, UK: University Press 2010.
  4. Hastings, G. Social Marketing: Why should the Devil Have All the Best Tunes, Routledge 2013.
  5. Social marketing in the 21st Century- Alan R. Andreasen- sage Publication, 2012.