The Open University since 2006
Alternatively you can skip the navigation by pressing 'Enter'.
Can Britain Have a Payrise?: The Live DebateWednesday, 24th August 2016 20:00 - BBC TwoOne hundred workers representing all levels of pay face each other in a studio to try and work out whether Britain... Read more: Can Britain Have a Payrise?: The Live Debate
Full Steam Ahead: Episode fourAvailable until Thursday, 22nd September 2016 01:15This episode focuses on the most famous locomotive in the world, the Flying Scotsman as well as the railways'... Read more: Full Steam Ahead: Episode four
Hammering into hearts: How Dilshod Nazarov's Rio victory lifted the TajiksTajikistan won its first independent Gold during Rio 2016. For a nation without a lot to... Read more: Hammering into hearts: How Dilshod Nazarov's Rio victory lifted the Tajiks
Full Steam AheadIt’s Full Steam Ahead for historians Ruth Goodman, Alex Langlands and Peter Ginn as they bring... Read more: Full Steam Ahead
Fundamentals of accountingLearn about the essential numerical and double-entry skills required for accounting. This free... Try: Fundamentals of accounting now
Start writing fictionHave you always wanted to write, but never quite had the courage to start? This free course,... Try: Start writing fiction now
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. This free course, Social marketing, 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.
After studying this course, 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 Course 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 Course questions
- 7 Conclusion
- Keep on learning
Study this free course
Enrol to access the full course, get recognition for the skills you learn, track your progress and on completion gain a statement of participation to demonstrate your learning to others. Make your learning visible!
This OpenLearn course 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 OpenLearn course is an adapted extract from the Open University course
Copyright & revisions
Originally published: Wednesday, 6th July 2011
Last updated on: Thursday, 11th February 2016
- 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 and our FAQs 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.
All our alternative formats are free for you to download, for more information about the different formats we offer please see our FAQs. The most frequently used are Word (for accessibility), PDF (for print) and ePub and Kindle to download to eReaders*.
- Word (1.5 MB)
- PDF (2.4 MB)
- ePub 3.0 (1.2 MB)
- ePub 2.0 (1.2 MB)
- Kindle (510 KB)
- RSS (191 KB)
- HTML (1.3 MB)
- SCORM (1.3 MB)
- OUXML Package (25 KB)
- OUXML File (82 KB)
- IMS Common cartridge
- Moodle backup (2.9 MB)
*Please note you will need an ePub and Mobi reader for these formats.