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 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, 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, new media and web 2.0;

- collect innovative ideas.

Readings/Bibliography

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

• G.Fattori, A.M.Pietrantonio, Documento di consenso su principi, concetti e tecniche di Marketing Sociale. 2018 (Edizione Italiana del Global Consensus ISMA)

• J.Kassirer, F.Lagarde, Changing transportation behaviours - A social marketing planning guide. Ottawa 2010

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

• G.Fattori, P.Artoni, M.Tedeschi, Choose health in Food Vending Machines. In "Social marketing for public health" Cheng H., Kotler P., Lee N., Jones & Bartlett 2013

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 and present a study on social marketing issues with themes and conditions previously agreed on with the professor.

For non attending students, a written test of two hours is foreseen on the topics of social marketing and their practical application.

Links to further information

https://marketingsociale.net/

Office hours

See the website of Giuseppe Fattori