DEVC 208
COURSE CODE: DEVC 208
COURSE TITLE: Communication, Social Marketing, and Social Mobilization
PREREQUISITES: None
COURSE DESCRIPTION:
Application of communication, marketing, and other social science paradigms, strategies, concepts, principles, and practices in promoting and mobilizing people for developmental programs, ideas, and products.
COURSE GOALS:
At the end of this course, you should be able to:
- Discuss what social marketing is in terms of:
- History, relationship with commercial marketing, and the Context of social marketing implementation
- Different Models and the Processes of Implementing a social marketing program
- Discuss what social mobilization is in terms of definition and types
- Describe the interface of social marketing and social mobilization for development
- Evaluate/critique social marketing/social mobilization programs
- Plan, implement, and evaluate a social marketing program/social mobilization program
COURSE OUTLINE:
- Unit 1. Social Marketing and Social Mobilization for Development
- Module 1: Social Problems, Social Change, and Development
- Module 2: Communication for Development
- Unit II. Social Marketing
- Module 3: History, Development in the Practice, and Concepts and Principles Adopted from Commercial Marketing
- Module 4:
- Different Models as Practiced by Development Organizations
- The social marketing environment
- Segmenting audiences, setting goals and objectives – Social Marketing for
different Audiences - Developing social marketing strategies
- Analysis of the barriers and benefits of the desired behavior
- The P’s of social marketing to address major benefits and barriers
- Unit III. Social Mobilization
- Module 5. Definition and Role in the social marketing program
- Module 6. Types and Steps/Process in Social Mobilization
- Unit IV. Implementing the Social Marketing and Social Mobilization for Development Program
- Module 7. Monitoring and Evaluation
- Module 8. Some Tips for Success; Ethical Considerations; Lessons for Development Communicators