- Docente: Giuseppe Fattori
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Public and Corporate Communication (cod. 8840)
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, process evaluation and outcome;
- to define possible synergies between social marketing, new media and web 2.0;
- collect innovative ideas.
Readings/Bibliography
For exam preparation we suggest:
- Fattori G., Bonì M., Cavazzuti P., (Edizione italiana a cura di) Social marketing guide for public health programme managers and practitioners -Slideshare 2015. Edizione inglese di Jeff French, Franklin Apfel.
- Fattori G., Social Media e Promozione della Salute -Ebook, Amazon 2014
- Fattori G., French J., Blair-Stevens C., Guida operativa al marketing sociale -Artestampa,2009.
- Kassirer J., Lagarde, F. Changing transportation behaviours - A social marketing planning guide. Ottawa 2010.
- Weinreich N., Supercharge Your Social Impact Using Social Marketing for Behavior Change, Creative Commons license 2015
- Fattori G., Vanoli M., Bonì M., Social Marketing & Health Promotion: designing a public health model , World Social Marketing Conference, Toronto 2013.
- Lalli P., Comunicazione e marketing (appunti di lettura: spunti da Hilgarner & Bosk et alia), Slideshare
- Craig Lefebvre, On Social Marketing and Social Change
- Craig Lefebvre, Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
- Italian Social Marketing Network
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;
- to 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.
Office hours
See the website of Giuseppe Fattori