Brief Course Description
1. Course Title:
Social Marketing
2. Language of Instruction:
Tiếng Việt
3. Course Code:
MAR503204
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 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 consumers and other stakeholders, and applies marketing techniques and strategies to effect social change at the micro, meso, and macro levels of society.