37617 - Social Marketing (1) (LM)

Learning outcomes

Students acquire conceptual, methodological and applicational skills of social marketing applied to issues of public utilities, with particular reference to the health promotion, the sustainable development and the healthy lifestyles.

Course contents

The course has the following goals:

• provide theoretical and practical knowledge to apply principles of social marketing;
• identify the characteristics, purposes, actors of social marketing for health promotion and environmental sustainability, within the public policies of reference;
• analyze the stages of process design and implementation of a social marketing project: analytical, strategic, operational, process evaluation and outcome;
• define synergies between social marketing, new media and web 2.0;
  gather incentives and innovative ideas.

Readings/Bibliography

To prepare for the exam is recommended:

• Lagarde F., Socratic Questioning Applied to Social Marketing, Social Marketing Quarterly, 2013.
• Fattori G., Vanoli M., Bonì M., Social Marketing & Health Promotion: designing a public health model, Abstract Book, World Sociale Marketing Conference, Toronto 2013.
• Fattori G., Vanoli M., "Il marketing sociale: opportunità e prospettive", in Cucco E., Pagani R., Pasquali M., Soggia A. (a cura di), Secondo rapporto sulla comunicazione sociale in Italia, Carocci Editore, Roma, 2011.
• Fattori G., French J., Blair-Stevens C., Guida operativa al marketing sociale, Artestampa, Modena, 2009.
• Lefebvre R. C., Transformative social marketing: co-creating the social marketing discipline and brand, Journal of Social Marketing, 2012.
• Kassirer J., Lagarde, F., Changing transportation behaviours - A social marketing planning guide. Ottawa (Canada): Transport Canada, 2010.
• From Social Marketing National Excellence Collaborative, Turning Point:
  - 1. Social Marketing: a resource guide
  - 2. Lessons from the Field
  - 3. The Basics of Social Marketing
  
• A specific Syllabus, available on Alma Mater Digital Library

This bibliography is necessary and sufficient for the exam. For those who want a more textbook, we recommend: Hastings G., Angus K., Bryant C., The SAGE Handbook of Social Marketing, SAGE Publications Ltd , 2012.

Assessment methods

The examination at the end of the course aims to assess the achievement of learning objectives:
- Know the founding principles and purposes of social marketing;
- Know a marketing plan and its various phases;
- Practical application of a marketing plan and knowledge of assessment tools.
The final grade of the course of social marketing is defined for attending students through the development and presentation of a study on the topics of  social marketing with issues and conditions agreed before with the Professor. For non-attending through a written test of 2 hours on the topics of social marketing and their practical application in a marketing plan.

Links to further information

http://www.marketingsociale.net/lab/12.htm

Office hours

See the website of Giuseppe Fattori