MGT1047 Social Marketing

LTPJC
3 0 04 4
Module Topics L Hrs SLO
Introduction to social marketing :Principles, Steps in strategic
1 6 2,11
marketing planning process, Social Change
Analysing the social marketing environment: Social marketing
environment and social marketing research, Determining research needs
2 and options, Choosing a purpose and focus for your plan and conducting 6 2,11
a situation analysis, Attitude and behaviour change, Segmenting,
evaluating and targeting
Selecting target audiences, objectives and goals: Setting behavior
3 objectives and goals, Identifying barriers, benefits ,the competition and 6 2,11
influential others
Developing social marketing strategies: Crafting a desired 2,4,11,
4 6
positioning,4Ps with respect to social marketing 15
Managing social marketing programs: Developing a plan for
5 5 2,11
monitoring and evaluation
Budgeting and Fundraising: Donor acquisition and designing
6 4 2,18
fundraising campaign
Creating an implementation plan for sustained behaviour:
7 Monitoring and control, Ethical issues in social marketing 10 1,2,5,10
Applications: Social marketing and selected case studies
Contemporary topics
8 2
Total Lecture Hours
# Mode: Use of physical and computer models to lecture 45
1. Project: 1. Develop STP from real life examples
2. Developing budgeting and fund raising programmes 60
Non Contact Hours
3. Complete implementation plans

Text Books
1. Nancy R. L ee and Philip Kotler, ( 2011), Social Marketing: Influencing
Behaviour for Good, 4th edition, Sage Publication
Reference Books
1. Jeff French, Clive Blair -Stevens, Dominic McVay, Rowena Merritt, (2010),
Social M arketing and Public Health, Oxford Publication
2. Nedra Kine Weinr eich (2011), Hands -on Social Marketing: A Step -by- Step
Guide to Des igning Change for Good, 2nd edition., Sage Publication
3. Rob Donovan and Nadine Henley (2010), Pr inciples and Practice of Social
Marketing - an International Perspective, Cambridge University .

Recommended by the Board of Studies on : 03.03.2016

Date of approval by the Academic Council : 18.03.2016
Compiled by: Prof. Sur aj KusheShekhar

Approved by Academic Council No.:40 Date:18.03.2016

Proceedings of the Academic Council [18.03.2016] 421