esade

Marketing Social (2225.YR.003023.1)

General information

Type:

 OPT

Curs:

 1,2,3,4

Period:

 S semester

ECTS Credits:

 5 ECTS

Teaching Staff:

Group Teacher Department Language
Year 1 Gerard Costa Guix Marketing ESP

Group Teacher Department Language
Year 2 Gerard Costa Guix Marketing ESP

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

Workload distribution

Workload distribution:
- Lectures: 18 hours
- Personalised tutorial classes: 14 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 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 service has.

Course Learning Objectives

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

1. Integrate the knowledge acquired in previous marketing subjects, what marketing is and how to apply it: Carry out a real marketing project, implement it and achieve results.
2. In teams and with guidance from a real Marketing Director, produce and execute a marketing plan for a social organisation (NGO).
3. Understand that market orientation is a process that can be applied to all types of exchanges.

Methodology

This subject applies the internationally renowned and prestigious Service Learning methodology, an experiential focus based on the learning-by-doing technique. In this case, a real management experience gives students the opportunity to apply the marketing techniques and processes studied in class to social reality. The final result is doubly valuable: it enables students to achieve the learning objectives, and, at the same time, students provide society a valuable service.

The metodology involves different types of work:
- Lectures on the special features of Social Marketing: how to apply marketing to modify the target market's social behaviours
- Assignment of a social project per work group, where they must apply marketing to achieve real and quantifiable results
- A final day in which 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 tutorials with the tutor assigned during the project

Assessment criteria

We use various assessment criteria in this subject due to the Innovative Service Learning methodology as well as the different takeaways generated:
- Personal student evaluations by their tutor regarding students' learning process and project involvement
- Results from the Social Marketing project (with peer evaluations)
- 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 subject we will use different bibliographic sources, not just one single text.
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 1 Gerard Costa Guix Marketing

Timetable Year 1

From 2023/1/31 to 2023/4/18:
Each Tuesday from 10:45 to 13:15. (Except: 2023/3/14 and 2023/4/4)

Group Teacher Department
Year 2 Gerard Costa Guix Marketing

Timetable Year 2

From 2023/1/31 to 2023/4/18:
Each Tuesday from 10:45 to 13:15. (Except: 2023/3/14 and 2023/4/4)

Group Teacher Department
Year 3 Gerard Costa Guix Marketing

Timetable Year 3

From 2023/1/31 to 2023/4/18:
Each Tuesday from 10:45 to 13:15. (Except: 2023/3/14 and 2023/4/4)

Group Teacher Department
Year 4 Gerard Costa Guix Marketing

Timetable Year 4

From 2023/1/31 to 2023/4/18:
Each Tuesday from 10:45 to 13:15. (Except: 2023/3/14 and 2023/4/4)