Social marketing

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	Time: 8 hours Level: Advanced

	Introduction Introduction Resource This OpenLearn unit examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social...

	1 Unit overview 1 Unit overview Resource Never before have social issues been more at the centre of public and private debate than at the present. From concerns about sustainability and the future of the planet to the introduction of smoking...

	2 Understanding the nature of social marketing 2.1 Definitions of marketing Resource Before we focus on ‘social marketing’ we should clarify the nature of ‘marketing’ as both an academic discipline and a management practice. 2.2 So how can social marketing be defined? Resource The definition offered by Kotler, Roberto and Lee (2002, p. 5) is a useful one: 2.3 Reasons for social marketing Resource Your thoughts should already have suggested reasons why social marketing can be an effective approach to dealing with social problems and issues. We will now consider some of these and also arguments against... 2.4 Reasons against social marketing Resource Arguments against the use of social marketing can be based on the following:

	3 Understanding consumer behaviour 3.1 Introduction Resource Andraesen (1995) states that for the social marketer ‘consumer behaviour is the bottom line’ (p. 14). In order to understand how to develop programmes that will bring about behavioural change we need to... 3.2 The factors which influence consumer behaviour Resource A large number of factors influence our behaviour. Kotler and Armstrong (2008) classify these as: 3.3 The importance of understanding motivation Resource Personal characteristics in Figure 1 combine both psychological and personal factors. Two important factors which drive behaviour are motivation and attitudes. 3.4 The importance of understanding attitudes Resource One of the most important phenomena for a social marketer to understand is that of ‘attitudes’. Having said this, this is not a straightforward issue as there is much disagreement about the nature of attitudes,... 3.5 Consumer behaviour models Resource Many theorists have developed models of consumer behaviour. Some of these focus on the factors which influence behaviour (such as the model in Figure 1). Others emphasise the stages which consumers go...

	4 Stakeholders and target markets 4.1 Introduction Resource Greenley and Foxall (1998) emphasise that the marketing literature typically focuses on only two stakeholder groups (consumers and competitors), arguing that this should be extended to include other key... 4.2 Stakeholder analysis Resource Figure 3 illustrates the range of stakeholders who could have an interest in health-related community social marketing programmes. 4.3 Market segmentation and targeting Resource Market segmentation and targeting is at the core of marketing strategy and consumers (or potential consumers) are the key stakeholder group for both commercial and social marketers. In this section we...

	5 The role of communications and branding in social marketing programmes 5.1 The linear model of communications Resource One of the key tasks of social marketers is to develop effective messages which provide individuals and organisations with the information required to achieve behavioural change. Communication represents... 5.2 An integrated marketing communications framework Resource With a wide range of communications channels available to social marketers it is crucial that these deliver consistent messages. Belch and Belch (2001) describe the move towards integrated marketing communications... 5.3 How communications work Resource The paper by Kotler and Zaltman (1971) emphasises the crucial fact that, for both commercial and social marketers, it is the combination of the ‘marketing mix’ elements (i.e. product, price, place and... 5.4 The role of brands and branding Resource Keller (2003) distinguishes between a ‘small-b brand’ as defined by the American Marketing Association:

	6 Unit questions 6 Unit questions Resource Try to answer the following questions:

	7 Conclusion 7 Conclusion Resource This unit aimed to answer four key questions about social marketing:

	References and Acknowledgements References Resource Acknowledgements Resource