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Social Marketing - Coggle Diagram
Social Marketing
Six core concepts
Setting of explicit social goals
2 objectives
objectives relating to the target segment’s reactions, i.e. their awareness, understanding and participation in a social marketing initiative
bjectives relating to changes in the target segment(s), i.e. the extent to which the problem behaviour has decreased, attitudes have changed, or intentions have been established.
Citizen orientation and focus
Value propositions delivery vi the social marketing interntion Mix
Thory, night data evidence infomred audience segmentqtion
Competition, barrie and asset analysis
Up and mid downstream social marketing
Up stream (Macro)
Upstream social marketing targets high-level influences, such as policy, business practices, the media and celebrities.
Mid stream (Meso)
Midstream social marketing addresses influential audiences such as teachers, doctors, community leaders and the family and friends of those whose behaviour it is desirable to change.
Downstream (Micro)
Downstream social marketing targets the individuals themselves to change their behaviour.
Understanding the meaning of social marketing
The dev of social marketing
https://learn2.open.ac.uk/mod/oucontent/view.php?id=2057917§ion=2.1
Defining social marketing: the core pricnple
consensus defintion of social marketing
social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good.
Social marketing practice is guided by ethical principles. It seeks to integrate research, best practice theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, equitable and sustainable’
a twin approach
social marketing is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. It is also concerned with analysis of the social consequence of marketing policies, decisions and activities’