Marketing Social (2215.YR.003023.1)
General information
Type: |
OPT |
Curs: |
3,4 |
Period: |
S semester |
ECTS Credits: |
5 ECTS |
Teaching Staff:
Group |
Teacher |
Department |
Language |
Year 3 |
Gerard Costa Guix |
Marketing |
ESP |
Group |
Teacher |
Department |
Language |
Year 4 |
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.
Methodology
The metodology involves different types of work:
- Lectures on the special features of Social Marketing: how to apply marketing to modify social behaviors of the target market
- Assignment of a social project per work group, where they must apply marketing to achieve real and measurable results
- A final day of an event where to implement the designed marketing plan and measure the results obtained
- Development tutorials, pre-established to enhance joint and cross-learning based on the experiences of each group
- Online or face-to-face tutoring with the tutor assigned during the project
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:
- 20% Personal student evaluations by their tutors regarding students' learning process and project involvement
- 20% Results from the Social Marketing project (with peer evaluation): real application of Marketing to obtain resources
- 30% Final report on the project carried out, results and learning achieved.
- 30% strategic plan developed during the subject
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 |
Year 3 |
Gerard Costa Guix |
Marketing |
Timetable Year 3
From 2021/9/7 to 2021/10/5:
Each Tuesday from 14:45 to 16:00. (Except: 2021/9/28)
Each Tuesday from 16:00 to 17:15. (Except: 2021/9/28)
From 2021/10/26 to 2021/11/2:
Each Tuesday from 14:45 to 16:00. (Except: 2021/11/2)
Each Tuesday from 14:45 to 17:15. (Except: 2021/10/26)
Each Tuesday from 16:00 to 17:15. (Except: 2021/11/2)
From 2021/11/9 to 2021/11/30:
Each Tuesday from 14:45 to 16:00. (Except: 2021/11/30)
Each Tuesday from 14:45 to 17:15. (Except: 2021/11/9, 2021/11/16 and 2021/11/23)
Each Tuesday from 16:00 to 17:15. (Except: 2021/11/30)
Monday 2022/7/11 from 9:30 to 9:45.
Group |
Teacher |
Department |
Year 4 |
Gerard Costa Guix |
Marketing |
Timetable Year 4
From 2021/9/7 to 2021/10/5:
Each Tuesday from 14:45 to 16:00. (Except: 2021/9/28)
Each Tuesday from 16:00 to 17:15. (Except: 2021/9/28)
From 2021/10/26 to 2021/11/2:
Each Tuesday from 14:45 to 16:00. (Except: 2021/11/2)
Each Tuesday from 14:45 to 17:15. (Except: 2021/10/26)
Each Tuesday from 16:00 to 17:15. (Except: 2021/11/2)
From 2021/11/9 to 2021/11/30:
Each Tuesday from 14:45 to 16:00. (Except: 2021/11/30)
Each Tuesday from 14:45 to 17:15. (Except: 2021/11/9, 2021/11/16 and 2021/11/23)
Each Tuesday from 16:00 to 17:15. (Except: 2021/11/30)
Monday 2022/7/11 from 9:30 to 9:45.