UEH Master programs for International Students

(EN) Social Marketing

Tiếng Anh

BUS603010

3

This course is designed to develop knowledge, skills and attitudes to support the application of marketing concepts and strategies (e.g., developing customer insights, segmentation, intervention design, marketing planning and evaluation) to non-profit and public sector organisations involved in developing marketing actions that affect positive social change. The course will: Encourage objective evaluation of current social change programs, campaigns, and tactics used by the organization; Enhance knowledge of ethical responsibility and how this affects social marketing activities. Build skills and knowledge about how governments, nonprofits, and community-based organizations allocate marketing resources and design policies to influence social behavior change. In this course, students will gain the knowledge and skills necessary to design, implement, and evaluate marketing campaigns aimed at influencing public behavior. These campaigns help enhance the image of businesses and organizations, strengthen community engagement, build competitive advantages, and contribute to sustainable social development.

This course applies a strategic social marketing approach to identifying and examining social issues. In practice, social marketing seeks to integrate marketing concepts with other approaches to effect behavioral change that benefits individuals, communities, and the broader society for the good of society. Social marketing is guided by ethical principles, integrates research insights, advances theory as a lens for understanding priority audiences and other stakeholders, and applies marketing techniques and strategies to effect social change at the micro, meso, and macro levels of society.