75566 - Social Marketing

Course Unit Page


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

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

Academic Year 2019/2020

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 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 new media;
  • collect innovative ideas.


Theoretical references:

  1. J.French, The case for social marketing in public health. In Social Marketing and Public Health. Cap 1 - Oxford 2017;
  2. G.Fattori, A.M.Pietrantonio, Documento di consenso su principi, concetti e tecniche di Marketing Sociale. 2018 (Edizione Italiana del Consensus ISMA).

Operative manuals:

  1. J.Kassirer, F.Lagarde, Changing transportation behaviours - A social marketing planning guide. Ottawa;
  2. 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

Attendees, in groups and individually, will develop social marketing plans agreed on with the professor.

Analysis of case studies and discussionswith experts.

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 and identify the tools of evaluation.

The final grade is assigned to course attendees who develop, orally present, and deliver a written text of a study on social marketing issues with themes  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.

NOTICE: due to the health emergency, the exam will be carried out online, the technical details for the connection will be communicated a few days before the appeal. The structure of the exam remains unchange

Teaching tools

Work platform for attendees

Links to further information


Office hours

See the website of Giuseppe Fattori