75566 - Social Marketing

Academic Year 2022/2023

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)

Learning outcomes

At the end of the course the student will have acquired conceptual, methodological and practical skills of social marketing applied to issues of public utility, with particular reference to the environment, sustainable development and “One Health”.

Course contents

The course has the following objectives:

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

· deepen the design and implementation phases of social marketing: analytical, strategic, operational, process and outcome evaluation;

· identify characteristics, goals, actors of social marketing for sustainable development, health promotion, social and gender inequalities, the themes of the 2030 Agenda;

· define the relationships between social marketing and social media;

· stimulate innovative ideas.



  • G. Fattori, Manuale di marketing sociale per la salute e per l’ambiente. Non solo saponette. Cultura e Salute Editore Perugia - 2020.
To practice simulating a social marketing plan: For those who want to learn more (not required):
  • N.R. Lee, P. Kotler, Social Marketing: Behavior Change for Social Good, Sage, 2019.

Teaching methods

Short lectures will prepare attending students for group and individual work to carry out social marketing plans on agreed themes.

Worksheets will be used to construct the social marketing plan and will guide the students step by step. The course will make use of comparisons with experts invited by the teacher alternating with analyses of concrete cases.

Given the characteristics of the course, a good knowledge of the Italian language and the presence from the first lessons are strongly recommended.

The attending student undertakes to follow at least 80% of the lessons.

Assessment methods

The end-of-course exam aims to evaluate the achievement of the teaching objectives:

· know the founding principles of social marketing;

· design a social marketing plan;

· apply the principles of Social Marketing to the chosen topic.

The examination for those attending consists of a final test presenting the social marketing project carried out during the course on a theme agreed with the teacher.

The final exam on the project is divided into:

1. 20-minute oral (group or individual);

2. delivery of a 100-second video clip prepared during the course summarizing the project;

3. delivery of a poster prepared during the course.

(Details will be provided during the lessons)

The exam mark will be the result of the evaluation of the work carried out in presence during the lessons (60%) and the final exam (40%).

For non-attending students: a 90-minute written test, on a topic given on the day of the appeal, simulating a social marketing plan and describing the analytical, strategic, operational and verification phases.

In particular, consistency is required between the levers of the marketing-mix (product, price, distribution channel, partner and promotion).

The reference texts are indicated above.

Teaching tools

Work platform for attendees

Links to further information



Office hours

See the website of Giuseppe Fattori


Good health and well-being Gender equality Reduced inequalities Responsible consumption and production

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.