from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
More or Less: Chinese market crash, e-cigarettes and runnersFriday, 28th August 2015 16:30 - BBC Radio 4More or Less investigates the Chinese market crash, e-cigarettes, engineering and how sprinters run so fast. Read more: More or Less: Chinese market crash, e-cigarettes and runners
BBC Inside Science: Genes, dust and brainsAvailable for over a yearThis week on BBC Inside Science: obesity and genes, dust, brains and computers and the mathematics of life. Read more: BBC Inside Science: Genes, dust and brains
The world’s busiest railway 2015 – Mumbai Railway: Episode 4Available until Saturday, 26th September 2015 22:00
The world’s busiest railway 2015 – Mumbai Railway: Episode 3Available until Friday, 25th September 2015 22:00
The world’s busiest railway 2015 – Mumbai Railway: Episode 2Available until Tuesday, 6th October 2015 20:00
OpenLearn Live: 28th August 2015A resilient community in California, a much maligned subculture - and more free learning through... Read more: OpenLearn Live: 28th August 2015
Are our kids tough enough? Chinese schoolIn a unique experiment, five teachers from China take over the education of 50 teenagers in a... Read more: Are our kids tough enough? Chinese school
Challenges in advanced management accountingThis free course, Challenges in advanced management accounting, focuses on strategic management... Try: Challenges in advanced management accounting now
English: skills for learningThis course is for anybody who is thinking of studying for a university degree and would like to... Try: English: skills for learning now
Never before have social issues been more at the centre of public and private debate....
Never before have social issues been more at the centre of public and private debate. From concerns about sustainability and the future of the planet to the introduction of smoking bans, there is a growing recognition that social marketing has a role to play in achieving a wide range of social goals.
By the end of this unit you should be able to:
- describe and explain the meaning and nature of social marketing;
- analyse social marketing problems and suggest ways of solving these;
- recognise the range of stakeholders involved in social marketing programmes and their role as target markets;
- assess the role of branding, social advertising and other communications in achieving behavioural change.
- Current section: Introduction
- Learning outcomes
- 1 Unit overview
- 2 Understanding the nature of social marketing
- 3 Understanding consumer behaviour
- 4 Stakeholders and target markets
- 5 The role of communications and branding in social marketing programmes
- 6 Unit questions
- 7 Conclusion
Study this free course
Enrol to access the full course, get recognition for the skills you learn and track your progress. Make your learning visible!
This OpenLearn unit examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social problems. Primarily, social marketing aims to effect behavioural change in the pursuit of social goals and objectives, as opposed to financial or other objectives.
This unit is an adapted extract from the Open University course
Copyright & revisions
Originally published: Wednesday, 6th July 2011
- Creative-Commons: The Open University is proud to release this free course under a Creative Commons licence. However, any third-party materials featured within it are used with permission and are not ours to give away. These materials are not subject to the Creative Commons licence. See terms and conditions. Full details can be found in the Acknowledgements section.
- This site has Copy Reuse Tracking enabled - see our FAQs for more information.
If you enjoyed this, why not follow a feed to find out when we have new things like it? Choose an RSS feed from the list below. (Don't know what to do with RSS feeds?)
Remember, you can also make your own, personal feed by combining tags from around OpenLearn.