Published on Sociology (https://sociology.iisuniv.ac.in)

Home > Social Marketing

Social Marketing [1]

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

Learning 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
  • 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: 
  • 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: 
2022-23 [4]

Follow Sociology on:

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158

Source URL: https://sociology.iisuniv.ac.in/courses/subjects/social-marketing-0

Links:
[1] https://sociology.iisuniv.ac.in/courses/subjects/social-marketing-0
[2] https://www.researchgate.net/publication/267574854_Social_Marketing
[3] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2563440/
[4] https://sociology.iisuniv.ac.in/academic-session/2022-23