From concerns about sustainability and the future of the planet to the introduction of smoking bans, there is a growing recognition that social marketing has a role to play in achieving a wide range of social goals. This free course, Social marketing, 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 problems.

Course learning outcomes

After studying this course, you should be able to:

• describe and explain the meaning and nature of social marketing
• analyse social marketing problems and suggest ways of solving these
• recognise the range of stakeholders involved in social marketing programmes and their role as target markets
• assess the role of branding, social advertising and other communications in achieving behavioural change.