Handbook

Social marketing is the application of marketing principles to solve social problems. These include issues in poverty, public health, road safety, racism and climate communication and change. Increasingly, social marketing is developing its own theory base and also drawing on research in allied areas such as transformative research and health communication. It is being adopted by governments, on-governments organizations (NGOs) and other institutions around the world as they seek effective solutions relating to social issues and social problems. This subject introduces students to the theory and application of social marketing, explaining how techniques such as digital and social media, branding, segmentation and the marketing mix can be used to respond to social and health issues. Working individually and in small groups, you will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks.