*The following information is taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.*
Course Description
Social marketing is an online course examining the application of commercial marketing principles, theories and techniques for multifaceted campaigns designed to influence social change. Non-profit and public sector organizations utilize marketing for the public good in promotion of health, the environment and social issues such as child abuse and illiteracy.This course explores the social marketing process from research and planning through execution and evaluation. During the semester students will:
- Discuss former and current social marketing campaigns
- Examine specific applications of commercial marketing techniques and principles to social marketing
- Create a campaign intended to move individuals through different stages of change toward a desired social outcome.
Objectives
Upon successful completion of IMC 693D, you will:
- Understand the major concepts of social marketing and how they are similar to and different from those of commercial marketing.
- Identify the unique marketing challenges facing non-profit and public sector organizations.
- Compile relevant research on target markets, competition and the social climate and be able to apply this research to developing objectives, goals and messages.
- Recognize and be able to apply relevant communication and behavior change theories to an integrated social marketing campaign.
- Integrate components such as advertising, branding, credibility, public relations and the marketing mix into an effective campaign highlighting a social issue.
Evaluate and be able to make suggestions for improving on current social marketing campaigns.
Grades
Each student should keep track of his/her own grades. There are a total of 410 points possible in this course. Grades will be based on the following:
- Eight weekly homework assignments worth 25 points each for a total of 200 points.
- Nine weekly class discussions worth 10 points each for a total of 90 points.
- A final project worth 100 points.
- Participation/professionalism credit worth 20 points.
Participation
I'll post one discussion question per week. In turn, you will be required to:
- Post one answer to the weekly question (due every Wednesday by 11:55 p.m.).
- Respond to a total of four of your classmates’ discussion postings (due every Friday by 11:55 p.m.).
- Read all of the postings each week.
Assignments
Each assignment is due by 11:55 p.m. Eastern Standard Time (EST) on the listed date. No late work will be accepted.
Weekly Schedule
Week |
Topics |
1 | Introduction to Social Marketing & Ethical Challenges of Social Marketing |
The Planning Process |
|
2 |
Research & Analysis in Social Marketing |
3 |
Understanding & Segmenting the Target Audience |
4 |
Determining Objectives, Goals & the Marketing Mix |
Message & Materials Development |
|
5 |
Theories & Models of Behavior Change |
6 |
Creating Persuasive Social Marketing Messages |
7 |
Selecting Communication Channels & Generating Publicity |
Evaluation |
|
8 |
Managing & Measuring Social Marketing Programs |
Execution |
|
9 |
Funding & Implementing Social Marketing Programs |