Social Marketing (MKT367)

Social marketing uses commercial marketing concepts and techniques to influence the behaviour of a specific target audience with the intent of achieving positive societal impact. MKT367 Social Marketing incorporates a combination of in-class activities, discussions, and field observations, allowing students to learn how to apply appropriate social marketing concepts, tools and strategies to adequately address different social issues.

• Concept of social marketing; Differences between commercial marketing and social marketing.
• The strategic marketing planning process; Defining social issues and conducting situation
• Selecting target markets; setting goals and objectives.
• Identifying barriers, benefits, competition and influential others; crafting a desired positioning.
• Practicum component – Preparing a social marketing plan
• Practicum component – Presenting a social marketing plan
• Creating a product platform.
• Determining monetary and nonmonetary incentives and disincentives.
• Place: Making access convenient and pleasant
• Promotion: Deciding on social marketing messages, creative strategies, and specific
• Practicum component – Executing the social marketing project.
• Practicum component – Reflection on the learning experience.

• Demonstrate understanding of the concept of social marketing
• Recognise social issues
• Formulate an appropriate positioning strategy to appeal to a specific group of target
• Compose suitable product, price, place, and promotion social marketing strategies
• Demonstrate the ability to conduct situational analyses for social issues
• Implement social marketing projects