Dire Dawa University

College of Business and Economics

Department of marketing management

Module Name: Social Marketing

Module Code:

Module No.:

Status of the Module:

Module ECTS:

Course title: Social marketing

Course weight: 1

Year: 2

Target Group: Third year Degree students

Introduction

This Module is designed to familiarize students with current theory and knowledge in the field of social marketing and to analyze the
components and applications of marketing used for promoting health behavior change and behavior management strategies. Topics include:
Determining Research Needs and Resources, Selecting Target Markets, Understanding the Target Audience and Competition, Determining the
Product, Price, Place, and Promotion of the Market Offering, Implementing and Evaluating Social Marketing Efforts, and Ethics in Social
Marketing. Class sessions will combine didactic presentations with group discussions and in‐class exercises.

General Objectives of the Course:

After the completion of the course students will be able to:

 Discuss historical background of social marketing

 Identify and discuss theoretical models in social marketing
 Identify the social marketing planning process.
 Explain social marketing mix.
 Identify and discuss areas where social marketing is applicable.
 Analyze and critique social marketing articles.
.

Contact Hours: 3

Effective Lecture Hour: 48hrs

Home Based Activities:

Library Work:
 Objectives Contents or Instructor’s Students’ Instructor’s Reference

Feedback
mode of
Topics roles roles & Help Materials

Presentation

Assessment

Reflection
&Activities activities
Day

Mode of
-Identify the historical Chapter 1: -Introduce the -Grasping lesson -Make objectives Kotler, P., & Lee, N. (2008).
background of social Introduction to objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

marketing Social Marketing lesson -Give answer for clear
-Define the term social -Asking the brainstorming -Give clear Influencing Behaviors for
marketing 1.1 History of Social brainstorming questions examples
Good (3rd Edition). CA:
-Identify the difference Marketing question -respond to the -give feedback
between social -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
marketing and -Ask questions -participate in -if require, provide

-Question and answer

1.2 Definition of Lee, N. (2002). Social

-Group discussion
-Gaped lecturing
commercial marketing -Give tasks for activities tutorial class

-Brainstorming
social marketing
group discussion -discuss in group -Creating an Marketing: Improving the
Day 1

-Give class, home -Read books in environment

1.3 Difference Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

between Social -monitor students’ home help each other. CA: Sage Publications.
Marketing,

-Instructor’s comments
activities
Commercial (Required) ISBN: 0-7619-
-Give concluding
Marketing remark 2424-5
Gladwell, M. (2002). The

-Quiz (5%)
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 -Discuss on the health Chapter 2: Theories -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
belief model and models in Social objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

-Discuss on the theory of Marketing lesson -Give answer for clear
reasoned action 2.1 Health belief -Asking the brainstorming -Give clear Influencing Behaviors for
-Discuss on the theory of model, brainstorming questions examples
Good (3rd Edition). CA:
social cognitive 2.2 Theory of question -respond to the -give feedback
reasoned action -Give gap lectures questions -give advice Kotler, P., Roberto, N., &

-Group discussion
2.3 Social cognitive -Ask questions -participate in -if require, provide

-Question and answer

Lee, N. (2002). Social

-Gaped lecturing
theory, -Give tasks for activities tutorial class

-Brainstorming
group discussion -discuss in group -Creating an Marketing: Improving the
Day 2

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5

-
Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
-Discuss on 2.4 Transtheoretical -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
transtheoretical model model of behavior objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

of Behavior change (or "stages of lesson -Give answer for clear
-Discuss on diffusion of change"), -Asking the brainstorming -Give clear Influencing Behaviors for
innovation 2.5 Diffusion of brainstorming questions examples
Good (3rd Edition). CA:
-Identify on an overview innovations and question -respond to the -give feedback
of other models 2.6 An overview of -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
/theories other -Ask questions -participate in -if require, provide
-Question and answer

Lee, N. (2002). Social

-Gaped lecturing

models/theories -Give tasks for activities tutorial class

-Brainstorming

-Group discussion

group discussion -discuss in group -Creating an Marketing: Improving the

Day3

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The

-Test(10%)
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 -Identify the social Chapter 3. Social -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
marketing mix marketing mix objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

-discuss on the product 3.1 product lesson -Give answer for clear
of social marketing 3.2 price -Asking the brainstorming -Give clear Influencing Behaviors for
Discuss on the price of brainstorming questions examples
Good (3rd Edition). CA:
social marketing question -respond to the -give feedback
-Give gap lectures questions -give advice Kotler, P., Roberto, N., &
-Ask questions -participate in -if require, provide

-Question and answer

Lee, N. (2002). Social

-Gaped lecturing
-Give tasks for activities tutorial class

-Group discussion
-Brainstorming
group discussion -discuss in group -Creating an Marketing: Improving the
Day 4

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:

Quiz 5%
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
Identify the social 3.3 distribution -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
marketing mix 3.4 promotion objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

-discuss on the lesson -Give answer for clear
distribution of social -Asking the brainstorming -Give clear Influencing Behaviors for
marketing brainstorming questions examples
Good (3rd Edition). CA:
Discuss on the question -respond to the -give feedback
promotion of social -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
marketing -Ask questions -participate in -if require, provide
-Question and answer

Lee, N. (2002). Social

-Gaped lecturing

-Give tasks for activities tutorial class

-Group discussion
-Brainstorming

group discussion -discuss in group -Creating an Marketing: Improving the

Day 5

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 Identify the social 3.5 Publics -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
marketing mix 3.6 Partnerships objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

-discuss on the public of 3.7 Policy lesson -Give answer for clear
social marketing 3.8 Purse strings -Asking the brainstorming -Give clear Influencing Behaviors for
-Discuss on the brainstorming questions examples
Good (3rd Edition). CA:
partnership of social question -respond to the -give feedback
marketing -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
-discuss on the policy of -Ask questions -participate in -if require, provide

-Question and answer

Lee, N. (2002). Social

-Gaped lecturing
social marketing -Give tasks for activities tutorial class

-Brainstorming
-discuss on the purse group discussion -discuss in group -Creating an Marketing: Improving the
Day 6

strings of social -Give class, home -Read books in environment

-Group discussion
Quality of Life (2nd Edition).
marketing and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:

Test 10%
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
-Discuss the appropriate 3.9 social marketing -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing media media objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

-discuss on the benefit of lesson -Give answer for clear
social marketing media -Asking the brainstorming -Give clear Influencing Behaviors for
-Discuss on the brainstorming questions examples
Good (3rd Edition). CA:
characteristics of social question -respond to the -give feedback
marketing media -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
-Ask questions -participate in -if require, provide
-Question and answer

Lee, N. (2002). Social

-Group discussion
-Gaped lecturing

-Give tasks for activities tutorial class

-Brainstorming

group discussion -discuss in group -Creating an Marketing: Improving the

Day 7

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:

Quiz 5%
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 -Identify the steps in Chapter 4. social -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing marketing planning objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

planning process process lesson -Give answer for clear
-Discuss on the each step 5.1 Introduction -Asking the brainstorming -Give clear Influencing Behaviors for
in social marketing social marketing brainstorming questions examples
Good (3rd Edition). CA:
planning process. planning process question -respond to the -give feedback
5.2 Steps in social -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
marketing planning -Ask questions -participate in -if require, provide

-Question and answer

Lee, N. (2002). Social

-Gaped lecturing
process -Give tasks for activities tutorial class

-Brainstorming
group discussion -discuss in group -Creating an Marketing: Improving the
Day 8

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding

-Group discussion
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:

Test 10%
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
-identify areas where 5. Social marketing -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing is application areas objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

applicable. 5.1 Health lesson -Give answer for clear
-Identify the benefit of promotion -Asking the brainstorming -Give clear Influencing Behaviors for
social marketing in brainstorming questions examples
Good (3rd Edition). CA:
health promotion question -respond to the -give feedback
-review article the -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
-Question and answer

application of social -Ask questions -participate in -if require, provide

Lee, N. (2002). Social
-Gaped lecturing

marketing on health -Give tasks for activities tutorial class

-Brainstorming

-Group discussion

promotion group discussion -discuss in group -Creating an Marketing: Improving the

Group work on article review (5%)

Day 9

-Give class, home -Read books in environment

Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 -Identify the benefit of 5.2 Injury prevention -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing in injury objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

prevention lesson -Give answer for clear
-review article the -Asking the brainstorming -Give clear Influencing Behaviors for
application of social brainstorming questions examples
Good (3rd Edition). CA:
marketing on injury question -respond to the -give feedback
prevention -Give gap lectures questions -give advice Kotler, P., Roberto, N., &

-Question and answer

-Ask questions -participate in -if require, provide
Lee, N. (2002). Social

-Gaped lecturing
-Give tasks for activities tutorial class

-Brainstorming
Day 10

group discussion -discuss in group -Creating an Marketing: Improving the

Group work on article review(5%)

-Give class, home -Read books in environment
Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities

-Group discussion
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
-Identify the benefit of 5.3 environmental -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing in protection objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

environmental lesson -Give answer for clear
protection -Asking the brainstorming -Give clear Influencing Behaviors for
-review article the brainstorming questions examples
Good (3rd Edition). CA:
application of social question -respond to the -give feedback
marketing on -Give gap lectures questions -give advice Kotler, P., Roberto, N., &
-Question and answer

environmental -Ask questions -participate in -if require, provide

Lee, N. (2002). Social
-Gaped lecturing

protection. -Give tasks for activities tutorial class

-Brainstorming
Day 11

group discussion -discuss in group -Creating an Marketing: Improving the

Group work on article review(5%)

-Give class, home -Read books in environment
Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities
-Group discussion

(Required) ISBN: 0-7619-

-Give concluding
remark 2424-5
Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2
 -Identify the benefit of 5.4 Community -Introduce the -Grasping lesson Make objectives Kotler, P., & Lee, N. (2008).
social marketing in the mobilization objectives of the objectives And instructions
Social Marketing:

-Oral commence of students on the progress of the lesson

community mobilization lesson -Give answer for clear
-review article the -Asking the brainstorming -Give clear Influencing Behaviors for
application of social brainstorming questions examples
Good (3rd Edition). CA:
marketing on question -respond to the -give feedback
community mobilization. -Give gap lectures questions -give advice Kotler, P., Roberto, N., &

-Question and answer

-Ask questions -participate in -if require, provide
Lee, N. (2002). Social

-Gaped lecturing
-Give tasks for activities tutorial class

-Brainstorming
Day 12

group discussion -discuss in group -Creating an Marketing: Improving the

Group work on article review (5%)

-Give class, home -Read books in environment
Quality of Life (2nd Edition).
and library works the library and at where students

-Peer comments of students

-monitor students’ home help each other. CA: Sage Publications.

-Instructor’s comments
activities

-Group discussion
(Required) ISBN: 0-7619-
-Give concluding
remark 2424-5

Final exam (40%)

Gladwell, M. (2002). The
Tipping Point. New York:
Little, Brown and
Company. (Required) ISBN:
0-316-31696-2