27898 - Communications and Social Marketing (LM)

Learning outcomes

Students will be introduced to: a) theorical concepts for the analysis of socio-cultural processes that influence the agenda building of social problems; b) methodological skills in order to analyze and realize social communication and social marketing plans.

Course contents

• Social arenas and public sphere in contemporary societies
• Information and communication for change: which models for social change process indicators and social change outcomes indicators
• Characteristics of effective social communication campaigns and overview on social marketing tools (an integrated model for marketing mix and social communication; marketing and advocacy for social problems; ethics and social marketing; planning and strategy development; assessing effectiveness, etc.).

Readings/Bibliography

12 ECTS syllabus:

1. S. Hilgartner and C.L. Bosk,The Rise and Fall of Social Problems, in "American Journal of Sociology", vol. 94, 1988, pp. 53-78
2. M. Schudson, How Culture Works: Perspective from Media Studies, in " Theory and Society" , Vol. 18, No. 2. (Mar., 1989),pp. 153-180 (accesso attraverso Portale Biblioteche Unibo o servizio proxy)
   
3. N. Eliasoph and P. Lichterman,Culture in Interaction,in "American Journal of Sociology", Vol. 108, No. 4 (January 2003), pp. 735-794 ((accesso attraverso Portale Biblioteche Unibo o servizio proxy)
   
4. P. Lalli,Comunicazione sociale: persuasione o conoscenza?inSecondo rapporto sulla comunicazione sociale in Italia, a cura di E. Cucco, R. Pagani e M. Pasquali e A. Soggia, Roma, Carocci, 2011,pp. 57-79
5. P. Lalli,L'esperienza di una minoranza attiva: aspetti culturali e comunicativi, inI Laboratori di Piazza Grande tra lavoro e intervento sociale, a cura di A. Martelli, M. T. Tagliaventi e P. Zurla, Milano, Angeli, 1999, pp. 123-151 (English version)
6. P. Lalli, When Communication Goes with Inclusion: A Case Analysis on Participatory Experiences in the Municipality of Bologna, inCommunication with the Public from the Local Government Perspective, a cura di A. Jenei, Budapest, AdLibrum, 2012, pp. 141-160.
   
7. R.C. Lefebvre,Theories and Models in Social Marketing, in P.N. Bloom and G.T. Gundlach (eds.),Handbook of Marketing and Society, Newbury Park, CA., Sage, 2000.
8. R. C. Lefebvre, Transformativesocialmarketing:co-creatingthesocialmarketingdisciplineandbrand, in "JournalofSocialMarketing", 2(2), 2012, pp. 118-129.
9. Teaching documents on some models and strategies insocial communicationand social marketing

9 ECTS syllabus (Sociology of culture and communication - School of Foreign Languages):

1. W. Griswold, Sociologia della cultura, Bologna, Il Mulino, 2005
2. S. Hilgartner and C.L. Bosk, The Rise and Fall of Social Problems, in "American Journal of Sociology", vol. 94, 1988, pp. 53-78 3. M. Schudson, How Culture Works: Perspective from Media Studies, in " Theory and Society" , Vol. 18, No. 2. (Mar., 1989),pp. 153-180 (accesso attraverso Portale Biblioteche Unibo o servizio proxy)
3. A. Swidler, Culture in Action: Symbols and Strategies, in "American Sociological Review", Vol. 51, No. 2. (Apr., 1986), pp. 273-286 (Portale Biblioteche Unibo at the following JSTOR address)

Teaching methods

Lectures, interactive workshops, seminars with professionals, case analysis

Assessment methods

Written assessment (open-ended questions on the recommended reading lists). Alternative for students who may participate to lectures and workshops: a paper on the recommended readings list which are indicating in the first part of the lectures (40% of the final assessment); a paper based on the workshop (50%); assessment on participation to the workshop and to the discussions (10%).

Teaching tools

Power Point slides and videos, case analysis with other experts, online workshops, readings and use of some specialized webpages, such as http://www.comminit.com and collaboration with the marketingsociale.net

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli