Social marketing

Introduction

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 Marketing and Society (B324) [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)]