from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
Timewatch: StonehengeThursday, 26th March 2015 20:00 - BBC FourTwo of Britain’s leading archaeologists and world-renowned experts on Stonehenge, Professor Tim Darvill and Geoff... Read more: OU on the BBC: Timewatch - Stonehenge
Thinking Allowed: Global clothing and poverty, fur inheritance in PolandAvailable until Monday, 20th April 2015 08:30Laurie Taylor and guests discuss fast fashion and hand-me-downs regarding the links to class and poverty. Read more: Thinking Allowed: Global clothing and poverty, fur inheritance in Poland
Economic problems of 1979 were buried, not resolvedIn the lead up to the General Election, Alan Shipman discusses how the economic problems of 1979... Read more: Economic problems of 1979 were buried, not resolved
Take the photographic memory testCan you capture scenes just by looking at them? Find out with our photographic memory test. Launch now: Take the photographic memory test
Early years team work and leadershipThis unit explores aspects of teamwork and leadership for early years practitioners. Try: Early years team work and leadership now
Succeed with maths – Part 1[BETA] If you feel that maths is a mystery that you want to unravel then this short 8-week course... Try: Succeed with maths – Part 1 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
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