Social Marketing(Elective ii)

Paper Code: 
SOC 424(b)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

The  objectives of this course are:

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


 

Course Outcomes(COs)

 

COURSE

 

 

 

 

Learning outcomes

 

 

 

Learning and teaching strategies

 

 

 

Assessment strategies

 

Paper code

 

 

 

Paper title

 

SOC 424(b)

Social Marketing

 

CO90:Understanding the dynamics of market as a social institution

CO91:Knowledge about the process and strategies of social marketing

CO92:Critical analysis of role of agencies of social marketing

CO93:Develop skills for measuring success of programmes

 

Approach in teaching:

Lecture and Classroom discussions (Tool-Power Point Presentations) Learning activities for the students :

Discussions using case studies

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

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: 
2020-21
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