Social Marketing (Elective ii)

Paper Code:

SOC 424 (b)

Credits:

4

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

To provide multi-disciplinary knowledge of social marketing to the student.
To sensitize the students to the ethical issues in marketing as also to prepare them for professional careers in industry and business management

12.00

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

Processes of Social Marketing:

Segmentation, target audience, positioning ( STP)
Cause, cost. channel and communication (4Cs)
Social marketing mix

12.00

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

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

Monitoring and Evaluation Methodology:

Techniques of measuring success of programmes
Ethical issues in social marketing

Essential Readings:

Books Recommended

Core readings

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

Supplementary Readings

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.

Journals

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

Academic Session: