Course description.

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Section 1. Course description.

Social Marketing

Professor: Suzanne Suggs

Course type: Corso per dottorandi
Value in ECTS: 1.5

Registrazione online/ Online Registration: http://www.phdsubscription.lu.usi.ch

 

Dates: to be defined, 14h

Overview

This 14 hour doctoral level course is designed to provide students with an understanding of the principles and practices of social marketing. The course will initiate participants to social marketing approaches, planning steps and evaluation as well as behaviour change principles. Market/audience analysis and contextual considerations, including competition, will be introduced. Social marketing addresses a broad range of social issues, including environmental, health, and political issues, and this course will allow students to focus on relevant topics of interest to them.

Objectives

• Learn key social marketing concepts, principles and ethical considerations
• Learn when and how to use social marketing
• Learn the various planning steps in social marketing
• Learn how to conduct audience, segmentation and context analyses; set objectives; develop a social marketing strategy, including positioning/branding, product, price, place, promotion (channels and messages) and partnership strategies; design an evaluation framework for social marketing initiatives; establish an implementation plan.

Section 2. Orientation info.

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