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Social marketing

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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.

By the end of this free 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.

By: The Open University

  • Duration 8 hours
  • Updated Tuesday 12th July 2011
  • Advanced level
  • Posted under Business Studies
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Social marketing

Introduction

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

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