Singapore University of Social Sciences

Social Marketing

Social Marketing (MKT367)

Synopsis

Social marketing uses commercial marketing concepts and techniques to influence the behaviour of a specific target audience with the intent of achieving positive societal impact. MKT367 Social Marketing incorporates a combination of in-class activities, discussions, and field observations, allowing students to learn how to apply appropriate social marketing concepts, tools and strategies to adequately address different social issues.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

  • Concept of social marketing; Differences between commercial marketing and social marketing.
  • The strategic marketing planning process; Defining social issues and conducting situation
  • Selecting target markets; setting goals and objectives.
  • Identifying barriers, benefits, competition and influential others; crafting a desired positioning.
  • Practicum component – Preparing a social marketing plan
  • Practicum component – Presenting a social marketing plan
  • Creating a product platform.
  • Determining monetary and nonmonetary incentives and disincentives.
  • Place: Making access convenient and pleasant
  • Promotion: Deciding on social marketing messages, creative strategies, and specific
  • Practicum component – Executing the social marketing project.
  • Practicum component – Reflection on the learning experience.

Learning Outcome

  • Demonstrate understanding of the concept of social marketing
  • Recognise social issues
  • Formulate an appropriate positioning strategy to appeal to a specific group of target
  • Compose suitable product, price, place, and promotion social marketing strategies
  • Demonstrate the ability to conduct situational analyses for social issues
  • Implement social marketing projects
Full-time ProgrammesPart-time Programmes / CET Courses
Back to top

This site uses cookies to offer you a better browsing experience. By continuing to navigate through this site or by clicking “Close”, you are consenting to the use of cookies on your device as described in our privacy statement.

Close
Follow us on
Alumni
Back to top