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ELS: Marketing Social (18BBA20013)

General information

Type:

OP

Curs:

3

Period:

S semester

ECTS Credits:

4 ECTS

Teaching Staff:

Group Teacher Department Language
Ed: 1 Gerard Costa Guix Marketing ESP

Group Teacher Department Language
Ed: 2 Gerard Costa Guix Marketing ESP

Previous Knowledge

To participate in this course, students need to have completed a core Marketing course allowing them to work with market orientation concepts and marketing plans (strategic and operational marketing).

Workload distribution

Workload distribution:
- Lectures: 10 hours
- Personalised tutorial classes: 20 hours
- Independent study: 90 hours

COURSE CONTRIBUTION TO PROGRAM

This course makes several unique contributions to the programme:
-Consolidate the basic Marketing concepts through their application in the still not highly developed social area and, consequently, where process innovations are especially relevant.
-Validate that management concepts such as a market orientation are still valid for private organisations and any project (public, third sector and social) that attempts to achieve results by influencing behaviour.
-Use a unique learning methodology such as Service Learning, an internationally recognised, widely used and prestigious tool not only for the possibility of consolidating the learning process through a unique experience but also for the growing curricular value that community services have.

Students from previous editions have commented on these unique contributions:
-¿Thus far, it¿s the course I¿ve enjoyed the most at ESADE¿.
-¿The most interesting, useful and complete I¿ve done and, without doubt, one of the best options ESADE offers right now.¿
-¿A much broader knowledge of Marketing, more practical and real; a unique experience.¿
-¿It¿s been a long time since a course motivated me so much (the project, objectives, learning, etc.).¿

Course Learning Objectives

The learning objectives or outcomes designed for this course are as follows:

1. Integrate the basic Marketing concepts in non-commercial applications: Marketing for social objectives.
2. Design and implement a social marketing plan and marketing metric indicators to evaluate the results obtained.
3. Identify a market orientation as an alternative to achieve social objectives.

Competences

1. Knowledge acquisition, comprehension and structuring
13. Adaptability, flexibility
12. Autonomy, independence, initiative, pro-activeness
4. Conveying information and/or knowledge
3. Taking decisions / making judgments

Relation between Activities and Competences

1 13 12 4 3
Real Social Marketing project: Results obtained          
Personal evaluation by tutor          
Final report evaluating project results          
Strategic plan carried out during the course          

CONTENT

1. Marketing as a process: Review of the basic concepts and peculiarities of non-commercial sectors

2. Social Marketing: A specific, universal, growing and excellent area of application

3. Service Learning: An experiential learning methodology that is universal and of great value academically and professionally

4. The Social Marketing plan: An existing tool requiring innovation

Relation between Activities and Contents

1 2 3 4
Real Social Marketing project: Results obtained        
Personal evaluation by tutor        
Final report evaluating project results        
Strategic plan carried out during the course        

Methodology

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Real Social Marketing project: Results obtained 20
Personal evaluation by tutor 20
Final report evaluating project results 25
Strategic plan carried out during the course 35

Assessment criteria

We use various assessment criteria in this course due to the Innovative Service Learning methodology as well as the different activities in the course:
- Personal student evaluations by their tutors regarding students' learning process and project involvement
- Results from the Social Marketing project (peer evaluation): real application of Marekting to obtain resources
- Final report on the project carried out, results and learning achieved.

Bibliography

The Social Marketing concept (defined by Kotler in 1971) is still in its initial development phase if we compare it to marketing applications in other areas. In this course we will use different bibliographic sources and not just one single reference.
However, for any doubts, students may want to consult the following international reference:
- Kotler, P. & N. Lee (2008), Social Marketing: influencing behaviors for good, Sage Publications

Timetable and sections

Group Teacher Department
Ed: 1 Gerard Costa Guix Marketing

Timetable Ed: 1

Group Teacher Department
Ed: 2 Gerard Costa Guix Marketing

Timetable Ed: 2