Learning objectives
Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- Theories on the decision making process;
- Definition of Social Marketing;
- The different steps of the Social Marketing process;
- Best practices in the development of Social Marketing plans;
- Cases of success and failure;
- Role of pro-social communication on purchasing and consumption choices.
Skills and understanding skills applied
At the end of the course the student will be able to:
- understand how consumers decide what to buy and consume;
- understand the definition of a Social Marketing plan;
- understand the main differences between Social Marketing and Commercial Marketing;
- critically analyze the strategies implemented by the various organizations around the world;
- translate the conceptual tools into empirical rules for the design of Social Marketing plans;
- develop distinctive skills in the area of Social Marketing.
Independence of judgment
At the end of the course the student will be able to:
- identify the best practices in the promotion of human well-being;
- evaluate the impact of labeling on buying behavior;
- evaluate marketing strategies developed so far in order to improve the quality of life of individuals;
- identify the best performing channels and communication methods.
Communication skills
Through lectures managed in an interactive way, company testimonials
and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to Social Marketing Issue;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.
Learning skills
The course aims to transfer the ability to translate the economic principles into empirical rules of decision. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.