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Social marketing
Social marketing

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7 Conclusion

This course aimed to answer four key questions about social marketing:

  1. Why is a social marketing approach relevant and necessary in today's environment?

  2. How can an understanding of consumer/human behaviour help to develop appropriate actions and interventions?

  3. Who are the target markets for social marketing programmes?

  4. What is the role of marketing communications and branding in achieving behavioural change?

Social marketing aims to achieve behavioural change across a wide range of issues which are crucial to the wellbeing of individuals, groups, communities and the planet. By understanding the motivations of individuals and organisations and the factors which influence this, social marketing programmes can be developed to influence and achieve behavioural change. There are many techniques and approaches which are available to the social marketer; in particular, the role of stakeholder analysis, market segmentation, marketing communications and branding have been highlighted in this course. There are many other important areas which have not been directly addressed, for example, the crucial role of research in developing insight into consumer and organisational behaviour, the social marketing planning process, the nature of relationship marketing, and the role of service organisations in the delivery of social marketing programmes.