Social Marketing (Theory)

Paper Code: 
25SOC424(B)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course is designed to add an applied edge to sociology. The aim of this course is to provide multidisciplinary knowledge of marketing to the students as well as to equip them with the skills of social marketing. It also aims to sensitize the students to the ethical issues in marketing as also to prepare them for professional careers in industry and business management as well as governmental and non-governmental organizations.

 

12.00
Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

title

25SOC 424(B)

Social Marketing(Theory)

CO116: Evaluating  the dynamics of market as a social institution

CO117:Analyze the process of social marketing

CO118:Gain Knowledge about the strategies of social marketing and suggest alternative strategies

CO119: Critical analysis of role of agencies of social marketing

CO120:Develop skills for measuring success of programmes

CO121:  Contribute effectively in course specific interaction

Approachin teaching:

Lecture and Classroom discussions (Tool-Power Point Presentations)

Learning activities for the students:

Discussion on  current events related to globalisation through presentations

Continuous test on the topic/quiz, student presentations and assignments.

 

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

 

12.00
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: 
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: 
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: 

Suggested 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.

 

e-RESOURCES:

 

Journals:

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

 

Academic Session: 
2025-26
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