75566 - Social Marketing

Course Unit Page

  • Teacher Giuseppe Fattori

  • Credits 8

  • SSD SPS/08

  • Teaching Mode Traditional lectures

  • Language Italian

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)


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

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

Academic Year 2021/2022

Learning outcomes

By the end of the course the student will have acquired conceptual, methodological and applicative skills of social marketing applied to issues of public utility, with particular reference to the Sustainable Development and Health Promotion.

Course contents

The course adopts a method of organizing remote teaching on MS TEAMS and in presence meetings with individual work groups that will be set up on topics agreed with the professor.

Regardless of the health conditions and specific methods of organizing the course, students will be able to follow the lessons of the entire course remotely on MS TEAMS.

The course has the following objectives:

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

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

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

· define synergies between social marketing and social media;

· develop 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:
  • J.Kassirer, F.Lagarde, Changing transportation behaviours - A social marketing planning guide [https://marketingsociale.net/risorse/] . Ottawa - 2010.
  • G.Fattori, J.French, C.Blair-Stevens, Guida operativa al marketing sociale [https://marketingsociale.net/risorse/] . SlideShare
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

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

Worksheets will be used that will guide the students step by step in the construction of the social marketing plan.
Analysis of concrete cases, discussions with experts.

Given the characteristics of the course, a good knowledge of the Italian language and attendance from the first lessons 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 evaluate the achievement of the learning objectives:

· know the fundamental principles and purposes of social marketing;

· design a social marketing plan;

· apply the principles of social marketing to the chosen theme.

The exam for attending students consists in developing, orally presenting, and delivering a written text of a social marketing project on a topic previously agreed on with the professor.

For non attending students:

A 90 minute written test on a given topic simulating a social marketing plan.

Teaching tools

Work platform for attendees

Links to further information


Office hours

See the website of Giuseppe Fattori

Office hours

See the website of Giuseppe Fattori