from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
The Secret Life of Books: Series Two: The Faerie QueeneTuesday, 13th October 2015 20:30 - BBC FourDiscover the secret life of Edmund Spenser's The Faerie Queene Read more: The Secret Life of Books: Series Two: The Faerie Queene
The Secret Life of Books: Series Two: The Faerie QueeneWednesday, 14th October 2015 02:30 - BBC Four
Countdown To Life: The Extraordinary Making Of You: The First 8 WeeksWednesday, 14th October 2015 02:45 - BBC Two
The Great British Year: SpringWednesday, 14th October 2015 23:00 - BBC Four
The Bottom Line: Autumn 2015: Crisis at VW: A Bottom Line SpecialAvailable for over a yearIn this special episode of The Bottom Line, Evan Davis and his guests discuss the emissions scandal at Volkswagen. Read more: The Bottom Line: Autumn 2015: Crisis at VW: A Bottom Line Special
The Rules of the GameHow do governing bodies of sport ensure fair play on and off the pitch? Kath Woodward... Read more: The Rules of the Game
OpenLearn Live: 12th October 2015Meet Eastern Europe's first black mayor, the CD that could destroy the universe - and then... Read more: OpenLearn Live: 12th October 2015
Estimating the cost of equityThis free course, Estimating the risk and return of a share, examines how investors determine the... Try: Estimating the cost of equity now
Introduction to bookkeeping and accountingLearn about the essential numerical skills required for accounting and bookkeeping. This free... Try: Introduction to bookkeeping and accounting 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.