Social and Non-Profit Marketing

The CU will be structured with active and participatory methodologies, centered on the student, focusing on the development of practical
and theoretical skills for social marketing and the management of non-profit organizations. The expository classes will serve to introduce
fundamental concepts, being interspersed with interactive activities, such as discussions of practical cases, studies of real campaigns and
project analysis, promoting critical reflection and the application of knowledge. The use of case studies will be central to understanding the
phases of social marketing, from planning to evaluation, encouraging analysis of campaign challenges and successes.
Students will develop a social marketing project, individually or in groups, based on a real social problem, in which they will create a
campaign aimed at behavioral or social changes. This project will also address the management of the organizations involved, such as
fundraising and financial sustainability, developing research, communication, creativity and management skills.
Collaborative learning will be essential, with students working in groups to create campaigns or management plans for nonprofit
organizations, encouraging cooperation and problem-solving. Seminars with experts in the field and practical workshops will provide direct
interaction with professionals in the field, allowing the exchange of experiences and the development of concrete skills, such as target
audience analysis and the creation of awareness campaigns.
Assessment will be continuous, considering participation in classes, performance in group projects, presentations and individual work.
Formative feedback will be fundamental, with continuous guidance and encouragement for self-assessment, promoting continuous
improvement. Additionally, online resources such as webinars and digital learning platforms will be used to supplement class materials,
enabling access to additional content and facilitating remote collaboration. These tools will also help students develop skills to operate in a
digitalized environment, essential in contemporary social marketing.

This CU applies marketing principles to the creation of social marketing strategies and programs, promoting behavioral changes for the
social good. Social marketing campaigns aim to solve social problems, such as reducing violence against minorities, promoting healthy
behavior or increasing blood donations.
In a globalised world, with the advance of the media and the web, these campaigns have a growing impact.
Therefore, in this course, students will be challenged to:
O1 design and manage creative and effective social marketing programmes aimed at transforming behaviour and promoting well-being.
O2 explore specific management strategies for non-profit organisations, including fundraising, financial innovation and sustainability.
O3 discuss the social impact of these institutions, highlighting the essential role they play in developing a more equitable society.

Part I – The reality of social marketing
1) The context and relevance of Social Marketing
2) Social Marketing in the context of the marketing discipline
3) Social Marketing as exchange
4) Social marketing campaigns
Part II – Social marketing management
1) How to design the social product
2) The different actors of social marketing programs
3) The different phases in social marketing management
Part III – Management of Social Economy and Non-Profit Organizations
1) Volunteering
2) Fundraising
3) Management and innovation strategies in non-profit organizations
4) Financial sustainability and social impact
Part IV – Other areas in the social marketing constellation
1) Sustainability
2) Other global issues
3) Corporate social responsibility

NAO