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Kim Cattrall on Antony & CleopatraWednesday, 1st April 2015 07:00 - Sky Arts 1 HDKim Cattrall revisits the role of the great Queen of Egypt in Shakespeare's Antony & Cleopatra. Read more: My Shakespeare: Kim Cattrall on Antony & Cleopatra
A History of Ideas - Max Weber and the Protestant EthicWednesday, 1st April 2015 12:04 - BBC Radio 4
Thinking Allowed: Citizenship ceremonies and family tiesWednesday, 1st April 2015 16:00 - BBC Radio 4
Joseph Fiennes on Romeo & JulietThursday, 2nd April 2015 20:00 - Sky Arts 1 HD
A History of Ideas - Aristotle on flourishingAvailable until Thursday, 31st March 2016 09:00In this episode of A History of Ideas, philosopher Jules Evans wants to prove there's been a revival of Aristotle's... Watch now: OU on the BBC: A History of Ideas - Aristotle on flourishing
Can I take a feed of OpenLearn content?RSS feeds are incredibly useful things - and with OpenLearn, you can help yourself to as much, or... Read more: Can I take a feed of OpenLearn content?
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
The business of footballWelcome to this free new OpenLearn course produced by The Open University working in partnership... Try: The business of football 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