75566 - Social Marketing

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.

Readings/Bibliography

DIDACTIC MATERIAL REQUIRED FOR THE EXAM

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

To practice the simulation of a social marketing plan:

• J.Kassirer, F.Lagarde, Changing transportation behaviours - A social marketing planning guide [https://www.slideshare.net/Fattori/canada-trasporto] . Ottawa - 2010.

• G.Fattori, J.French, C.Blair-Stevens, Guida operativa al marketing sociale. [https://www.slideshare.net/Fattori/fattori-guida-operativa-al-marketing-sociale] SlideShare

For more, the Social Marketing Textbook:

• N.R. Lee, P. Kotler, J. Colehour, Social Marketing: Behavior Change for Social Good, 7th Edition. Sage, 2023.

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.

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 poster prepared during the course.

Details will be agreed upon 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, we are not asking for a theoretical description of social marketing principles but their application to the proposed case.

The reference texts are indicated above.

Teaching tools

Work platform for attendees

Links to further information

https://marketingsociale.net/

 

Office hours

See the website of Giuseppe Fattori

Links to further information

https://marketingsociale.net/risorse/

Office hours

See the website of Giuseppe Fattori