75566 - Social Marketing

Learning outcomes

After completing the course, students acquire conceptual, methodological and application skills of social marketing applied to issues of public interest, with particular reference to health promotion.

Course contents

The course is organized with a part of lectures taught online on MS TEAMS and another taught in presence. The number of students allowed in class is determined on the basis of class capacity and by the health and safety provisions that deal with the pandemic emergency. In case more students want to attend classes in presence than permitted by the rules, a system of shifts will be organized so to allow students to participate. Regardless of the health-related conditions and the specific organization of the course, students will be able to follow the lessons of the entire course remotely on MS TEAMS.

The course has the following objectives:

· to provide theoretical and practical knowledge that apply to the principles and levers of social marketing;

· to identify characteristics, purposes, actors of social marketing for health promotion and environmental sustainability compliant with the policies of the local community;

· to analyze the stages of designing and implementing a social marketing project: analytical, strategic, operational and evaluation;

· to define possible synergies between social marketing and social media;

· collect innovative ideas.

 

Readings/Bibliography

MATERIALS FOR THE EXAMINATION

• G. Fattori, Manuale di marketing sociale per la salute e per l’ambiente. Non solo saponette. Cultura e Salute Editore Perugia - 2020.

Theoretical references:

• J.French, The case for social marketing in public health. In Social Marketing and Public Health. Cap 1 - Oxford 2017.

Operation manuals:

• J.Kassirer, F.Lagarde, Changing transportation behaviours - A social marketing planning guide. Ottawa.

• G.Fattori, J.French, C.Blair-Stevens, Guida operativa al marketing sociale. SlideShare.

Optional additional:

• N.R. Lee, P. Kotler, Social Marketing: Behavior Change for Social Good, Sage, 2019.

Teaching methods

Group and individual work with attending students to implement social marketing plans on agreed topics.

Analysis of concrete cases, comparisons with experts.

Given the characteristics of the course, a good knowledge of the Italian language is strongly recommended.

The attending student undertakes to follow (online or in presence) at least 80% of the lessons.

Assessment methods

The end of course exam aims to assess the achievement of learning objectives:

· Learn about the fundamental principles and purposes of social marketing;

· Know what a marketing plan is and what the different phases are;

· Effectively implement a marketing plan.

The final grade is assigned to attending students who develop, orally present, and deliver a written text of a study on social marketing issues on topics previously agreed on with the professor.

For non attending students:

 a written test of 90 minutes is foreseen on the topics of social marketing and their practical application.

Teaching tools

Work platform for attendees

Links to further information

https://marketingsociale.net/

Office hours

See the website of Giuseppe Fattori

Office hours

See the website of Giuseppe Fattori