Social marketing

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Social marketing provided by OpenLearn is a comprehensive online course, which lasts for 8 hours worth of material. Upon completion of the course, you can receive an e-certificate from OpenLearn. The course is taught in Englishand is Free Certificate. Visit the course page at OpenLearn for detailed price information.

The Open University via OpenLearn

8 hours worth of material

Self Paced

Never before have social issues been more at the centre of public and private debate. From concerns about sustainability and the future of the planet to the introduction of smoking bans, there is a...

Syllabus

- Introduction
- Learning outcomes
- 1 Course overview
- 1 Course overview
- 2 Understanding the nature of social marketing
- 2 Understanding the nature of social marketing
- 2.1 Definitions of marketing
- 2.2 So how can social marketing be defined?
- 2.3 Reasons for social marketing
- 2.4 Reasons against social marketing
- 3 Understanding consumer behaviour
- 3 Understanding consumer behaviour
- 3.1 Introduction
- 3.2 The factors which influence consumer behaviour
- 3.3 The importance of understanding motivation
- 3.4 The importance of understanding attitudes
- The theories of reasoned action and planned behaviour
- 3.5 Consumer behaviour models
- 4 Stakeholders and target markets
- 4 Stakeholders and target markets
- 4.1 Introduction
- 4.2 Stakeholder analysis
- 4.3 Market segmentation and targeting
- 5 The role of communications and branding in social marketing programmes
- 5 The role of communications and branding in social marketing programmes
- 5.1 The linear model of communications
- 5.2 An integrated marketing communications framework
- The communications mix – a few points to note
- 5.3 How communications work
- 5.4 The role of brands and branding
- 6 Course questions
- 6 Course questions
- 7 Conclusion
- 7 Conclusion
- References
- Acknowledgements

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Language

English
Certificate
Certificate Available
Date of Start
30th December, 2022
Level
Advanced
Price
Free Certificate
Provider
OpenLearn
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