Social Marketing

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

Market has emerged as a dominant institution in modern society. It has begun to affect social life in some very significant ways. Market is not merely an economic institution, it is also a social institution. With the ascendancy of globalization and the rise of multinationals, market has further gained in salience. 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
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: 
  • Processes 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
References: 
  • Andreason, Alan R. & Alan A. Andreason: Marketing Social Change: Changing Behaviour to Promote Health, Social Development and the Environment ( Jossey Bass Nonprofit Sector Series)
  • 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.
  • Manoff, Richard, K., 1985: Social Marketing, New York: Praeger

 

  • Deshpande, Rohit, 2001: Using Market Knowledge, Sage; India

 

 

 

Academic Session: 
2016-17
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