Social Marketing

Paper Code: 
SOC424(b)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching strategies

Assessment strategies

  
 

On completion of this course, the students will be able to;

CO103:Understanding the dynamics of market as a social institution

CO104:Acquire knowledge about process of social marketing

CO105:Gain Knowledge about the strategies of social marketing

CO106: Critical analysis of role of agencies of social marketing

CO107:Develop skills for measuring success of programmes

Lecture and Classroom discussions (Tool-Power Point Presentations)

Discussions using case studies

Continuous Assessment test on the topic,quiz, student presentations and assignments

  
 

 

12.00
Unit I: 
Unit I
  • Market as a Social Institution:
  • Social aspects of market
  • Features of social marketing
  • Marketing social policies: Programmes and causes
  • Globalization and social marketing

 

12.00
Unit II: 
Unit II
  • Processes of Social Marketing:
  • Segmentation, target audience, positioning ( STP)
  • Cause, cost. channel and communication (4Cs)
  • Social marketing mix

 

12.00
Unit III: 
Unit III
  • Strategies of Social Marketing:
  • Social market research, short-term strategy (participative action), long-term strategy (education); measures to overcome resistance
  • SWOT (strength, weakness, opportunity and weakness) analysis
  • Social stratification and marketing
  • Appraisal of cultural RESOURCES and constraints

 

 

12.00
Unit IV: 
Unit IV
  • Agencies of Social Marketing:
  • State, corporate agencies, international donor agencies and non-governmental organizations (NGOs)
  • Role of advertising in marketing; regulations of advertising

 

12.00
Unit V: 
Unit V
  • Monitoring and Evaluation Methodology:
  • Techniques of measuring success of programmes
  • Ethical issues in social marketing

 

 

Essential Readings: 
  • Manoff, Richard, K., 1985: Social Marketing, New York: Praeger
  • Deshpande, Rohit, 2001: Using Market Knowledge, Sage; India

 

 

References: 
  • Kotler, Philip, 1981: Marketing for Non-profit Organizations, New Delhi: Prentice Hall of India
  • Kotler, Philip and Roberto L. Eduardo, 1989: Social Marketing: Strategies for Changing Public Behaviour, New York: The Free Press- A division of Macmillan, INC.

 

e-RESOURCES

 

JOURNALS

  • Social Forces, Oxford University
  • Indian Journal of Marketing, Associated Management Consultants

 

 

 

 

 

Academic Session: 
2023-24
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