Download Commercial Marketing Foundations of Social Marketing

Principles of Social Marketing
Convener T. Chisango [Mr]
Social Marketing as planned communication and as an approach in Health
Communication and Health Promotion
The Marketing, Promotional and Advertising foundations of Social Marketing
Behaviour Change Models as the Dominant Paradigm in Health Communication and
Psychological Foundation of Social Marketing
Social Marketing as an Influential Strategy in Development Communication
Social Marketing’s Understanding of Communication as Transmission of Information
and its top down approach (affinity with modernization and diffusion of innovation
approaches)
Commercial Marketing Foundations of Social Marketing
The Five Ps of Marketing and their relevancy to Social Marketing
The three additional Ps of Social Marketing
Other Relevant Commercial Marketing Concepts
 Consumer Orientation
 Audience Segmentation
 Channel Analysis
 Strategy
 Process Tracking
Social Marketing versus Product/Services Marketing: Some Fundamental Differences
Approaches Related to Social Marketing
1) Information Campaigns
2) Advocacy
3) Media Advocacy
4) Policy Advocacy
5) Community Advocacy
6) Rogers’ Diffusion of Innovations
7) Social and Community Mobilization
Theoretical and Epistemological Foundations of Social Marketing
1) Exchange Theory
2) Socio-Psychological Theories – Health Belief Model, Theory of Reasoned
Action, Stages of Change (Trans Theoretical Model) , Social Learning (cognitive)
Theory, Theory of Planned Behaviour and the Information Processing Paradigm
3) Environmental and Social Ecological Models
The Social Marketing Process Elements- Emphasis will be on appreciating the various
components of the process and giving relevant examples from HIV and AIDS issues,
Sexual Reproductive Issues, Diet and Nutritional Issues and Smoking cessation among
others.
Monitoring and Evaluation Issues in Social Marketing
A critique of the socio-psychologistic foundations of the Social Marketing Paradigm
Emerging Paradigms: The Community for Social Change Paradigm