Social marketing and public health theory and practice pdf

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social marketing and public health theory and practice pdf

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Social marketing theory is a combination of theoretical perspectives and a set of marketing techniques. Social marketing has been defined as: "the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group. Another assumption is that well-honed and demonstrably effective techniques from the commercial business sector can successfully and efficiently be applied to advance social causes. In brief, the product refers to the behavior i. A product line refers to the variety in which the product can be promoted i. The price of the product refers to the monetary as well as the non-monetary cost of a product.
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Building Your Action Plan for Social Media Marketing

Social marketing

Social Marketing is increasingly being applied by governments, public sector institutions and voluntary organisations when developing strategic and operational interventions to bring about social good. Organisations engaged in social marketing must use their resources effectively to achieve maximum results. The aim of this module is to explore the theory and practice of planning, effectively designing social marketing strategy, implementing and evaluating social marketing campaigns, and understanding the theory, uses and impacts of behavioural science and behavioural economics on society for its common good. The module focuses on social marketing approaches to social and behavioural change through the understanding of social marketing environment and the management of social marketing strategy and programmes. Links to corporate social responsibility, empathy marketing and social marketing ethics also feature. The development and practice of social marketing theory Social marketing strategy development The concepts of behavioural science and behavioural change in relation to social marketing Behavioural economics and its impact on major social institutions Competition in social marketing Social marketing audience identification, segmentation, targeting and positioning Social marketing and media channels including new media Social marketing campaign planning Ethical issues in social marketing Nudge, Shove and Slap Models and frameworks of social marketing practice Social marketing and globalisation, culture and social norms Social marketing and linkages to the consumer metaphor, well-being and human rights Social marketing and corporate social responsibility Social marketing as a force for social disorder inappropriate applications of social marketing Sustainable social marketing citizenship and empathy.


Social marketing has the primary goal of achieving " social good ". Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour. Social marketing has been a large industry for some time now and was originally done with newspapers and billboards, but similar to commercial marketing has adapted to the modern world. The most common use of social marketing in today's society is through social media. Social marketing seeks to develop and integrate marketing concepts with other approaches to social change. Social marketing aims to influence behaviors that benefit individuals and communities for the greater social good.

Metrics details. Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. The approach relied on a sequential model of behavior change and explicit attention to audience segmentation.

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