Teaching Methodologies
Class sessions will combine didactic presentations with group discussions.
Students develop team work and the result is presented and discussed in class.
Each student is also encouraged to bring to the classroom materials; charities study cases and innovative concepts in social marketing.
Learning Results
The curricular unit in Social Marketing intends to provide a generic approach to the reality of marketing in the
third sector, as well as presenting the main practices of this sector and, moreover, that the student becomes
familiar with various concepts in the context of the third sector, allowing him working with these tools.
In this curricular unit it is also intended to address the key issues for companies that hthus familiarizing the student with
current theory in the field of social marketing and analyze the components
and applications of marketing used to promote the change of behaviors.ave social concerns,
Program
Social marketing for obtaining the social change
The importance of third sector
The reality and relevance of marketing techniques in the service of third sector organizations and nations in
general
Concepts such as social responsibility, corporate citizenship, ethics and corporate philanthropy
Operational management of social marketing
Determining needs and resources
Selection of target markets
Understanding the target audience and competition
Determining the product, price, distribution and communication
Strategies and social marketing schemes
Implementation and evaluation of social marketing efforts
Ethics in social marketing.
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Andreasen, Alan. 1996. Marketing Social Change. San Francisco: Jossey-Bass Publishers.
Kotler, Philip, Lee, N. 2008. Social Marketing: Influencing Behaviors for Good. 3rd Ed. CA: Sage Publications.
Zenone, Luis Claudio. 2006. Marketing Social. São Paulo: Thomson Learning.