Social Marketing

Basic knowledge of marketing.

Attendance at classes is strongly recommended.

Classroom sessions combine didactic presentations with group discussions.
Each student is also encouraged to bring materials to the classroom; case studies of social institutions and innovative concepts in social marketing.

Students are encouraged to develop work in teams and the result is presented and discussed in the classroom.
Teamwork consists of a project developed with an organization (organizations are proposed in the classroom, and each team chooses the organization and the work/project to be developed), being guided in different phases:
• Classroom choice of team, organization and project
• 1st visit to the chosen organization
• Scheduling of tasks to be performed by the team in the classroom
• Development of field work (throughout the semester and outside the classroom)
• Development and delivery of a report
• Exhibition and presentation of the developed work in the room

The Project will consist of a case study of private institutions of public interest.

Teamwork incorporates:
Methods centered on inquiry and cooperation: Problem-based and project-based learning
Situated learning and community service
Active strategies in pedagogical practices in the classroom: Collaborative learning

The teacher proposes and presents in the classroom:
• Possible private institutions of public interest
• The different modules for each project (for example: choice and implementation of the volunteer network; planning and development of relationships with donor companies; fundraising campaign

Today, in a globalised world where media and web tools have allowed unprecedented development and impact, social marketing campaigns are increasingly important. In fact, there are several parties interested in developing campaigns with these objectives of intervention and change in societies. Therefore, social marketing campaigns are developed and presented by both formal and informal civil society organizations, public authorities or even companies. A social marketing campaign involves several details, and the student is invited to develop and manage a social marketing programme that is creative and effective, that aims to achieve the desired change in people’s behaviour and that promotes the well-being of society.

It also aims to raise interest in the topic of the constant need for innovative funding in NPOs. It is also intended to present the current reality, guided by the concepts of sustainability and social impact.

Part I – The reality of social marketing

The context and relevance of social marketing

Social Marketing in the context of the marketing discipline

Social marketing as an exchange

Social marketing campaigns

Part II – Managing social marketing

How to design the social product

The different players in social marketing programmes

The different phases of social marketing management

Part III – Managing Social Economy Organisations

Volunteering and

Fundraising

Part IV – Other areas in the social marketing constellation

Sustainability

Other global issues

Corporate social responsibility

NAO

• Leguia, A et al., Marketing solidario: el marketing en las organizaciones no lucrativas, Madrid: Ediciones Piramide, 2012.

Other material:

• Andreasen, A., Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco, CA: Jossey –Bass, 1995.
• Andreasen, A., Kotler, P., Strategic marketing for nonprofit organizations, 5th ed. – New Jersey: Prentice Hall, 1996.
• Calvo, Carlos Luna. Fundamentos de marketing religioso-: 11 lecciones para evangelizar y vendernos mejor sin perder la esperanza ni la misión. Madrid : Reinspira Ediciones. 2021.
• Gates, Bill. How to avoid a climate disaster: the solutions we have and the breakthroughs we need. New York:Vintage Books. 2022.
• Goldberg, M., Fishbein, M., Middlestat, S. (Eds.). Social marketing: Theoretical and practical perspectives. Washington, D.C. The Academy for Educational Development. 1997.
• Hollensen, Svend. Marketing Management – A Relationship Approach. Benalux: Pearson. 2019.
• Kotler, P., Roberto, W., Social marketing: Strategies for changing public behavior. New York, NY: The Free Press, 1989.
• Kotler, P., Armestrong, G., Saunders, J., Wong, V.. Principles of Marketing, 4th European edition. Londres, Prentice-Hall Europe, 2005.
• Kotler, P.; Lee, N. Corporate Social Responsibility. Wiley. USA. 2005
• Kotler, P., Levy, S. Broadening the Concept of Marketing. Journal of Marketing, 33, pp. 10-15. 1969.
• Kotler, P., Lee, N., Social Marketing: Influencing Behaviors for Good Sage Publications, 2011.
• Kotler, P.; Zaltman, G: Social Marketing: An Approach to Planned Social Change, Journal of Marketing, 35 (July): 3-12. 1971.
• Lüdeke-Freund, Florian, Breuer, Henning, Massa, Lorenzo. Sustainable business model design. Berlin: the authors, corp. 2022.
• Xu, L. et al. Leveraging Creativity in Charity Marketing, Journal of Marketing, 1-16, 2021.

Given by the professor:

• ACCEPTANCE, REFUSAL & RETURN A PRACTICAL GUIDE TO DEALING WITH DONATIONS, Institute of Fundraising, May 2018.
• Gates, Bill. How to avoid a climate disaster: the solutions we have and the breakthroughs we need. New York: Vintage Books. 2022.
• Lüdeke-Freund, Florian, Breuer, Henning, Massa , Lorenzo. Sustainable business model design. Berlin: the authors, corp. 2022.
• Calvo, Carlos Luna. Fundamentos de marketing religioso-: 11 lecciones para evangelizar y vendernos mejor sin perder la esperanza ni la misión. Madrid : Reinspira Ediciones. 2021.
• POBREZA E EXCLUSÃO SOCIAL EM PORTUGAL. RELATÓRIO 2022, Obervatório Nacional luta contra a pobreza, Outubro 16, 2022, https://www.eapn.pt/wp-content/uploads/2022/10/Pobreza-e-Exclusao-Social-em-Portugal-2022-REAPN05.pdf
•