Social Marketing Lectures
Lecture 1: Introduction
What is social marketing?
Change behavior on a society scale bv: Health (loneliness, obesity, vaping, etc.)
"Social marketing, the use of marketing to design and implement programs
to promote socially beneficial behavior change"
OR
"Social marketing is a process that applies marketing principles and techniques to create,
communicate, and deliver value in order to influence target audience behaviors that benefit
society as well as the target audience."
OR
"Social marketing is the application of commercial marketing techniques to the analysis,
planning, execution and evaluation of programs designed to influence the voluntary behavior
of target audiences in order to improve their personal welfare and that of their society."
SOCIAL MARKETING THEMES
So many themes possible ... a small sample ... as long as it involves 'social change' and
behavior
Look at current topics for research, but also be inspired by popular media
At home and abroad
Health:
✔ Vaping
✔ Mental health
✔ Social media challenges
✔ Obesity
✔ Nitrous oxide use (‘laughing gas’)
✔ Use of designer drugs
✔ Gambling addiction
✔ Vaccination
✔ Sexual health
"Health is the physical, mental and social well-being"
Environment, nature, climate .
✔ Sustainability
✔ Climate change
✔ Fast fashion
✔ Food waste
✔ Plastic soup
Poverty:
Lecture 1: Introduction
What is social marketing?
Change behavior on a society scale bv: Health (loneliness, obesity, vaping, etc.)
"Social marketing, the use of marketing to design and implement programs
to promote socially beneficial behavior change"
OR
"Social marketing is a process that applies marketing principles and techniques to create,
communicate, and deliver value in order to influence target audience behaviors that benefit
society as well as the target audience."
OR
"Social marketing is the application of commercial marketing techniques to the analysis,
planning, execution and evaluation of programs designed to influence the voluntary behavior
of target audiences in order to improve their personal welfare and that of their society."
SOCIAL MARKETING THEMES
So many themes possible ... a small sample ... as long as it involves 'social change' and
behavior
Look at current topics for research, but also be inspired by popular media
At home and abroad
Health:
✔ Vaping
✔ Mental health
✔ Social media challenges
✔ Obesity
✔ Nitrous oxide use (‘laughing gas’)
✔ Use of designer drugs
✔ Gambling addiction
✔ Vaccination
✔ Sexual health
"Health is the physical, mental and social well-being"
Environment, nature, climate .
✔ Sustainability
✔ Climate change
✔ Fast fashion
✔ Food waste
✔ Plastic soup
Poverty:
