Social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for
the benefit of individuals and society as a whole.
Social marketing is the use of marketing theory, skills and practices to achieve social change. It has the primary of achieving "social good." Traditional commercial marketing aims are primarily financial, though they can have positive social affects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour. To see social marketing as only the use of standard commercial marketing practices to achieve non-commercial goals is an oversimplified view.
In today's marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you'll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate.
How will I benefit?
Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing
behaviour in a sustainable and cost-effective way.
It helps you to decide:
1. Which people to work with
2. What behaviour to influence.
3. How to go about it
4. How to measure it
The course covers:
1. Getting started
The goal of social marketing is always to change or maintain how people behave not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.
Benefits people and society
This is the value perceived or actual as it is defined by the people who are targeted by a social marketing intervention. It is not what is assumed to benefit them by the organisation that is trying to encourage the behaviour change.