Learning objectives
At the end of the course, students will have gained an understanding of the fundamental principles of social marketing and the development of communication campaigns to promote healthy lifestyles.
Prerequisites
The course is conceived to complement the module "Neuroscienze e comportamento di consumo"
Course unit content
The course covers the conceptual framework, ethics and practice of social marketing. It examines the way in which marketing techniques can be effectively applied to the social initiatives carried out by public or non-profit organizations, with a focus on social communication campaigns against addictive behaviors.
At the end of the course, students will have gained an understanding of the fundamental principles of social marketing and the development of communication campaigns to promote healthy lifestyles.
Full programme
Definition of social marketing
Objectives of social marketing
The actors
The social product
Social communication
The elements of the marketing mix
Methods and instruments of social communication
Case studies: discussion of national and international social marketing experiences
Bibliography
Textbook:
Lee N., Kotler, P. (2011) Social Marketing. Influencing behaviors for goods. Fourth edition, SAGE.
Not attending students have to study the following chapters:
- Chapters 1, 3, 7, 9, 10, 11, 12, 13, 14, 16 (full)
- Chapter 5 (recommended as reading for understanding the following chapters);
- Chapter 6 except for pages 137-148 (paragraph 3);
- Chapter 15, paragraph 1 (the following paragraphs, from p. 393 p. 405, are recommended as reading);
- Chapter 17, paragraphs 1 and 3 (pagg.437-442 and 446-450).
For attending students:
The chapters to be studied as a supplement to the material used in classroom will be announced at the beginning of the course.
Teaching methods
Lectures, experts' lectures, group and individual work on various materials
Assessment methods and criteria
Written exam
Other information
Please always check professor's webpage for updates on course, exams, dates and times, office hours and more
