Social marketing involves the design, implementation and monitoring of programs that affect the social acceptance of the idea. The aim of the course is to show how you can use marketing techniques to promote desirable attitudes and behavior.
- Selecting target markets;
- Product: creating the a product platform;
- Price: determining monetary and nonmonetary incentives and disincentives;
- Promotion: selecting communication channels.
Project: Social Advertising Campaign
Kotler Philip, Lee Nancy R. , Social Marketing, Influencing Behaviors for Good, Sage Publication, Inc., London 2008, ISBN 978-1-4129-5647-5.