Social Marketing

Course: Social Marketing
Course Number: 46
Time:
Prerequisites:
Credits: 6
Room:
Day:
Component(s):
Map: Map
  1. GENERAL
SCHOOL SOCIAL, POLITICAL AND ECONOMICS SCINCES
DEPARTMENT SOCIAL POLICY
LEVEL OF STUDIES LEVEL 6
COURSE CODE 46

SEMESTER

 5th  & 7th
COURSE TITLE Social Marketing
TEACHING ACTIVITIES
If the ECTS Credits are distributed in distinct parts of the course e.g. lectures, labs etc. If the ECTS Credits are awarded to the whole course, then please indicate the teaching hours per week and the corresponding ECTS Credits.		 TEACHING HOURS PER WEEK ECTS CREDITS
  3 6
Please, add lines if necessary. Teaching methods and organization of the course are described in section 4.    
COURSE TYPE

Background, General Knowledge, Scientific Area, Skill Development

 Scientific Area
PREREQUISITES: No
TEACHING & EXAMINATION LANGUAGE: Greek
COURSE OFFERED TO ERASMUS STUDENTS: No
COURSE URL: http://www.socadm.duth.gr/undergraduate/curriculum/socadm/cvst2.shtml

 

  1. LEARNING OUTCOMES
Learning Outcomes
Please describe the learning outcomes of the course: Knowledge, skills and abilities acquired after the successful completion of the course.
The course consists of an introduction to the concept and techniques of social marketing with the aim to develop this scientific area and to maximize the beneficial outcomes for society in general. The main prerequisite behind any successful social marketing campaign is the collaboration between social scientists and marketing experts.

The main proposition in marketing theory holds that the marketing mix consists of the 4Ps (Product, Price, Place, Promotion). The product holds specific attributes and can offer both use value and sentimental value to the consumer. For example, a house can address a basic need (housing) but is can also be associated with a sense of security, comfort, luxury, prestige, show-off, economic exploitation, long-term investment, etc. The price must be equivalent to the product, its quality of production and the value contributed to the consumer. The distribution channels (or places) are related to the selection of the proper sales points of products/services and the ideal expansion of sales in terms of geographic coverage. Even when a product is the cheapest and best, it cannot be purchased when not available in the appropriate place and time. The promotion (or promotion and communication plan) includes actions such as advertisement, sales in person and public relationsQ even the most quality, cheapest and accessible product will not be purchased if these features are not communicated to the potential buyer.
General Skills
Name the desirable general skills upon successful completion of the module
Search, analysis and synthesis of data and information,

ICT Use

Adaptation to new situations

Decision making

Autonomous work

Teamwork

Working in an international environment

Working in an interdisciplinary environment

Production of new research ideas

 Project design and management

Equity and Inclusion

Respect for the natural environment

Sustainability

Demonstration of social, professional and moral responsibility and sensitivity to gender issues

Critical thinking

Promoting free, creative and inductive reasoning
Students are familiarized with the terminology, methods for campaign development, the steps and the goals of social marketing.

Upon the completion of the lectures and projects’ presentations, student will be in the position to evaluate and propose improvement in real life empirical applications of social marketing and to plan empirically both specific messages and overall campaigns addressing specific target groups and for specific social problems.

 

  1. COURSE CONTENT
The course expands is structured in the following way:

  1. Introduction to the concept of marketing
  2. Introduction to the concept of social marketing
  3. Presentation of social economy as an institution
  4. Social Marketing Agencies
  5. Voluntary Organizations (self-help groups and women cooperatives)
  6. Local Development Pacts, Protected Employment Workshops
  7. Community Initiatives for Social Economy
  8. Marketing Mix
  9. Social Marketing
  10. Case studies of Social Marketing
  11. Corporate Social Responsibility
  12. Social Marketing and NGOs
  13. Attitude Changing Practices: Education, Compulsion, Technology

 

  1. LEARNING & TEACHING METHODS – EVALUATION
TEACHING METHOD
Face to face, Distance learning, etc.		 Face to face
USE OF INFORMATION & COMMUNICATIONS TECHNOLOGY (ICT)
Use of ICT in Teaching, in Laboratory Education, in Communication with students		 Extensive use of presentations and other audiovisual material
TEACHING ORGANIZATION

The ways and methods of teaching are described in detail.

Lectures, Seminars, Laboratory Exercise, Field Exercise, Bibliographic research & analysis, Tutoring, Internship (Placement), Clinical Exercise, Art Workshop, Interactive learning, Study visits, Study / creation, project, creation, project. Etc.

 

The supervised and unsupervised workload per activity is indicated here, so that total workload per semester complies to ECTS standards.

 Activity  Workload/semester

Lectures 39

Assignments after the end of lectures 25

Participation in directed discussions within the lectures 25

Short individual practices 36

Independent Study 25

 

 

Course total          150

 

 

               

Student Evaluation

Description of the evaluation process

 

Assessment Language, Assessment Methods, Formative or Concluding, Multiple Choice Test, Short Answer Questions, Essay Development Questions, Problem Solving, Written Assignment, Essay / Report, Oral Exam, Presentation in audience, Laboratory Report,Clinical examination of a patient,Artistic interpretation, Other/Others

 

Please indicate all relevant information about the course assessment and how students are informed 

 

Ι. Written exams with multiple choices (80%) and open end questions (20%).

II. Participation into the course (assignments) 20%

The criteria are announced in the beginning of each semester.

 

  1. SUGGESTED BIBLIOGRAPHY
Andreasen, A. (1997). Challenges for the science and practice of social marketing. In: M. E. Goldberg, M. Fishbein and S. E. Middlestadt (Eds), Social marketing: Theoretical and practical perspectives. Mahwah: Lawrence Erlbaum Associates.

Andreasen, A. R. (2001). Ethics in social marketing. Washington: Georgetown University Press.

Bandura, A. (1995). Self-efficacy in changing societies. Cambridge: Cambridge University Press.

Bruhn, M. and Tilmes, J. (1989). Social marketing. Stuttgart: Kohlhammer.

Hastings, G. B. Stead, M. Whitehead, M. Lowry, R. MacFadyen, L. McVey, D. Owen, L. and Tones, K. (1998b). Using the media to tackle the health divide: Future directions. Social Marketing Quarterly, IV(3), 42-67.

McGuire, W. J. (1968). Personality and susceptibility to social influence. In E. F. Borgatta and W. W. Lambert (Eds), Handbook of personality theory and research (pp. 212-251). Chicago: RandMcNally.

Xioufi, I. (2008). Voluntary blood donation: The student community as a special group of volunteers. In Th. Kallinikaki (ed.), Traineeship in the applications and research of social work: Case studies and selected essays of trainees social workers, Athens: Motivo (avaialble in Greek).

Wechsler, H. and Wernick, S. M. (1992). A social marketing campaign to promote low fat milk consumption in an inner city Latino community. Public Health Reports, 107(2), 202-207.

 

 

ANNEX OF THE COURSE OUTLINE

 

Alternative ways of examining a course in emergency situations

 

Teacher (full name):  
Contact details:  
Supervisors: (1)  
Evaluation methods: (2)  
Implementation Instructions: (3)  

 

 

  • Please write YES or NO
  • Note down the evaluation methods used by the teacher, e.g.
  • written assignment or/and exercises
  • written or oral examination with distance learning methods, provided that the integrity and reliability of the examination are ensured.
  • In the Implementation Instructions section, the teacher notes down clear instructions to the students:

 

  1. a) in case of written assignment and / or exercises: the deadline (e.g. the last week of the semester), the means of submission, the grading system, the grade percentage of the assignment in the final grade and any other necessary information.
  2. b) in case of oral examination with distance learning methods: the instructions for conducting the examination (e.g. in groups of X people), the way of administration of the questions to be answered, the distance learning platforms to be used, the technical means for the implementation of the examination (microphone, camera, word processor, internet connection, communication platform), the hyperlinks for the examination, the duration of the exam, the grading system, the percentage of the oral exam in the final grade, the ways in which the inviolability and reliability of the exam are ensuredand any other necessary information.
  3. c) in case of written examination with distance learning methods: the way of administration of the questions to be answered, the way of submitting the answers, the duration of the exam, the grading system, the percentage of the written exam of the exam in the final grade, the ways in which the integrity and reliability of the exam are ensured and any other necessary information.

There should be an attached list with the Student Registration Numbers only of students eligible to participate in the examination.