Brief Course Description
1. Course Title:
Social Marketing
2. Language of Instruction:
Tiếng Việt
3. Course Code:
SOC603036
4. Credits:
3
5. Course Objectives:
Social Marketing is a field that applies the principles and techniques of commercial marketing to drive positive changes in individual and community behavior for the benefit of society. The primary goal of social marketing is not financial profit but rather the improvement of quality of life, public health, environmental protection, and the promotion of social equity.
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.
6. Brief Description of Course Content:
This course introduces students to the principles, concepts, theories and applications of social marketing, explaining how to think strategically, critically and systematically, using theory and insight into social marketing. Research and use techniques such as market segmentation, design and planning, and social marketing mix can be used to address social and health issues. Students will learn to analyze real-world behavioral and social problems and develop innovative and creative solutions using social marketing frameworks.