Social marketing
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## Contents

- Introduction
- Learning outcomes
- 1 Course overview
- 2 Understanding the nature of social marketing
  - 2.1 Definitions of marketing
  - 2.2 So how can social marketing be defined?
  - 2.3 Reasons for social marketing
  - 2.4 Reasons against social marketing
- 3 Understanding consumer behaviour
  - 3.1 Introduction
  - 3.2 The factors which influence consumer behaviour
  - 3.3 The importance of understanding motivation
  - 3.4 The importance of understanding attitudes
    - The theories of reasoned action and planned behaviour
  - 3.5 Consumer behaviour models
- 4 Stakeholders and target markets
  - 4.1 Introduction
  - 4.2 Stakeholder analysis
  - 4.3 Market segmentation and targeting
- 5 The role of communications and branding in social marketing programmes
  - 5.1 The linear model of communications
  - 5.2 An integrated marketing communications framework
    - The communications mix – a few points to note
  - 5.3 How communications work
  - 5.4 The role of brands and branding
- 6 Course questions
- 7 Conclusion
- References
- Acknowledgements

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