Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole (Kotler, Roberto & Lee, 2002).
The overall aim of the course is to develop students' knowledge and critical skills in the principles of social marketing and to underline their understanding of the history and evolution of both the study and practice of social marketing as an approach to communication for social and behaviour change. Students will learn principles and processes involved in developing the social marketing campaign mix from concept to presentation.
- Tutor: Kingsley Roberts