TRANSFORMATION AND SOCIAL MARKETING

COURSE OUTLINE
INTRODUCTION TO SOCIAL TRANSFORMATION
MEANING OF SOCIAL TRANSFORMATION
RATIONALE OF SOCIAL TRANSFORMATION

CULTURAL CHANGES
CULTURAL BELIEFS, NORMS AND VALUES OF VARIOUS SOCIETIES
TRANSFORMATION OF CULTURAL BELIEFS, NORMS, AND VALUES OF VARIOUS
SOCIETIES

AGENTS OF SOCIAL TRANSFORMATION

AGENTS OF SOCIAL TRANSFORMATION
PROCESS OF SOCIAL TRANSFORMATION
IMPACT OF DIFFUSION OF SOCIAL CHANGE

MODELS OF SOCIAL TRANSFORMATION

SOCIAL TRANSFORMATION MODELS
DEMONSTRATION OF SOCIAL
TRANSFORMATION MODELS
CHALLENGES OF SOCIAL TRANSFORMATION MODELS

SOCIAL MARKETING
MEANING OF SOCIAL MARKETING
EVOLUTION OF SOCIAL MARKETING
IMPORTANCE OF SOCIAL MARKETING
ELEMENTS OF SOCIAL MARKETING

PROCESS OF SOCIAL MARKETING

PROCESS OF SOCIAL MARKETING
FACTORS THAT INFLUENCE SOCIAL MARKETING
SOCIAL MARKETING TECHNIQUES

MASS MEDIA AND SOCIAL MARKETING

ROLE OF MASS MEDIA IN SOCIAL MARKETING
FORMS OF MASS MEDIA
ENTRY AND PENETRATION IN SOCIAL MARKETING
CHALLENGES IN SOCIAL MARKETING
MARKETING TANGIBLE PRODUCTS AND BEHAVIOUR CHANGE

EMERGING TRENDS IN SOCIAL MARKETING

EMERGING TREND S IN SOCIAL MARKETING
TOPIC I: INTRODUCTION TO SOCIAL TRANSFORMATION
Social: the term social comes from socialization which refers to the process of acquiring culture,
norms or value of a particular community.
Social – means to be able to mix freely with other people of either same identity or different
identity.
Transformation – refers to overhaul / change; acquisition of another identity after loosing the
formal identity; change in person.
Social transformation
Refers to the change, overhaul or acquisition of a new identity after acquiring a new way of
living (culture or norms or value of a given community which is facilitated by free mixing of
people (socialization)
Other types of transformation
1. Political transformation
Change due to change in political trend
2. Economic transformation
Change in a way of life or standard of living due to economic related change.
A total overhaul of community would involve the three transformations which is social,
economic and political transformation.
Examples of social transformation
(i) Cultural transformation
(ii) Value transformation
(iii) Ethical transformation
(iv) Norms
To sum of the above all, transformation will lead to social transformation.
1. Cultural transformation
Culture refers to away of life of people. Each community has its own unique culture. Culture is a
set of belief.
Examples of culture
Culture can be expressed in the following ways:
(a) Language – pattern of verbal speech that is how a community picks word vowels.
(b) Dressing – the way the community members dress up
 (c) Marriage (e.g. paying of dowry)
(d) During birth, death, naming, harvesting etc.
(e) Setting up of a homestead (how community members build their homes and houses)
(f) Initiation ceremonies (circumcision, removal of teeth, tattooing of ears etc)
(g) Relations – how they relate with other people both relatives and outsiders.
(h) Conducting of affairs e.g. living together, leadership, inheritance in general etc.
2. Value transformation
Value refers to societal expectations and ambitions. What the society esteem 9what is expected
in a person)
Examples
Respect, orderly living, unity, advancement of the community, society devoid of evils, upright
society etc
3. Norms transformation
Refers to rules and regulations though unwritten e.g. they regulate the community
Examples of societal norms
None interference with community boundaries
None interference with a person’s pattern of life
It also stipulate mode of setting disputes within a given community e.g. setting up of council of
elders
4. Ethical transformation
It comes from the word ethics
Ethics also refers to a set of rules in a given community.
Example
In a large organization, we have organizational code of ethics.
What is unethical is also something that has gone against the societal expectation.
It covers ethnic group which is constituted by different communities.,
Examples
1) Constitute ways of life of that particular ethnic group
2) Constitute mod of conducting affairs of that ethnic group
Rationale (importance) fro social transformation
1. To appreciate change that takes place within a given community
2. To embrace new approach to issues that borders our culture, norms and value
3. To be able to understand the cultural dynamism
4. To be able to appreciate other people’s culture
5. To acquire some cultural mix
6. To co-exist with other communities
7. To appreciate cultural diversity (set of different cultures)
8. To put in place cultural regulatory mechanism (to establish social control)

TOPIC II & III: CULTURAL CHANGES / AGENTS

What are the causes of cultural change (cultural dynamism)
The culture of any community or ethnic group is not static.
The cultural dynamic is perfected or effected by the agents.
N/B: Elements that change; beliefs, norms, values, sentiments. Note beliefs, values, norms of
various societies in Kenya e.g. Luo, Luhya, Kikuyu etc.
Agents of cultural changes are
1. Family – Christian family (modern), traditional family (conservative); intermarriages leads to
cultural mix.
2. Education – learning institutions in the process of undertaking studies, one acquire different
kinds of traits.
3. Technology – new technology comes with new ideas
4. Urbanization – different ethnic community co exist
5. Peer group
6. Environment
7. Society norms / value, religion
Family / society
Types of family
(i) Nuclear family – family consisting of father, mother and children
(ii) Extended family – family consisting of mother, father, children, aunties, uncles,
mother in-law etc.
 (iii) Single parent family – family run by either mother or father without the other couple.
(iv) Children headed family – family run by children perhaps because of the death of their
parents
(v) Polygamous family – a man marrying many wives
How family contribute to be agent of social change
(i) Learning of first language (mother tongue)
(ii) Responsibility / role of the father, mother, girl or boy (gender role)
(iii) Traditional values and norm
Value – what the society hold in esteem e.g. culture, cultural value
Norms – laws and rules that regulate the behaviour and relation of people of similar group in a
given set up
Similarity – same ethnic group, tribe, same movement group – Nilotes, Bantus; same continental
group – Africa, whites
(iv) Upbringing in the societal way e.g. blessed marriages and child dreaming
(v) Rights and passages (all forms of initiation)
(a) Circumcision
(b) Removal of lower teeth
(c) Naming
Christian’s rights and passages
 Marriage (wedding)
 Birth – baptism (naming)
 Marriage
 Death
(vi) Propagation of family and societal continuity, cases that the family would address
 Cases of barrenness
 Cases of not having boy child
 Cases of not getting married
Parameter for measuring a successful family (well transformed family)
(i) Happy family – having children that are brought up well
(ii) Disciplined family (law abiding family)
(iii) Well placed children economically
 (iv) Well placed children educationally
(v) Have children with stable family (cohesiveness)
Challenges of family as an agent of social transformation
1. Instability in the families
Cases of divorce, separation, cases of not having children, loss of family norms and values, cases
of indiscipline children
2. Bringing up a family that measure all these parameters of a good family is very difficult
3. The family cultural conflicts e.g. bringing up family ion a traditional way, bringing up a
family in a modern way, bringing up a family in a cross cultural way
4. Parents leaving their role of child bringing to house helps because of employment hence time
become a limiting factor. Absence of the parents becomes an impediment.
5. Problem posed by absence of a family member due to death etc. E.g. cases of single parents’
family, male headed family, and children headed family
2. Education as an agent of social transformation
Education comes from a Latin word Educate meaning to acquire knowledge and skills.
 Informally – learn by imitation (apprenticeship)
 Formally – attend programmed learning requirement
 Non – formally – acquisition of knowledge and skills without knowing (environmental
inclined)
How education impact social change in one
(i) Broadens ones scope of thinking and approach to life
(ii) One will interprete issues differently
(iii) Education indoctrinate new ideas and philosophy in one, hence create sociological
confusion
(iv) Education modernize, globalize ones thinking and lifestyle
(v) It brings new category of people together (educated and uneducated people)
(vi) Education and schooling create unique environment of sharing ideas, building
consensus and emerging issues
Challenges of education as an agent of social change
(i) Education creates different ideas, philosophies, experiences
(ii) Education brings up new experience which can be challenging to the old
 (iii) Education brings up new lifestyle / eating styles
(iv) Education opens up new environment e.g. learning and working environments
(v) Education creates conflict e.g. conflict of ideas
(vi) It leads to creation of social strategy and class or social class in the society
3. Urbanization
Refers to growth and expansion of towns and cities; includes influx (movement) of people into
the area of expansion (towns and cities)
Urbanization as an agent of social marketing
(a) Facilitates the convergence of people
(b) It is the melting point of culture
(c) Facilitates new cultural acquisition
(d) Facilitates cultural exchange
(e) Breaks the family barriers in that, individual break away from their family in search of
greener pastures
(f) Breaks societal cohesiveness which play a role in sustainability of culture
(g) Creates independent mix or diversity of culture
(h) Breaks ethnic boundaries i.e. through intermarriages
Impact of urbanization
(i) Intermarriages
(ii) Formation of social groups / welfare groups
(iii) Leads to cultural diffusion (hybrid of culture)
(iv) In formal places of employment, people become more cohesive (to be close)
(v) Promotes cultural diversity (set of different cultures)
(vi) Leads to mushrooming of tribal alliances, ethnic alliances and political alliances
(vii) Early civilization started in early urban centres (leads to civilization and
modernization)
Early urban centres
Kisumu, Nairobi, Sultan Hamud, Mombasa, Malindi etc.
Origin of Swahili group (hybrid between African and Arabs)
Factors that led to growth of urbanization
(a) Trading centres
 (b) Agricultural centres
(c) Mining centers
(d) Educational centres
(e) Railway terminals (infrastructures)
4. Technology
Advancement of techniques and skills al in the fields as communication, production, health,
industry and trade
Technological transformation
Communication – use of mobile phones, email etc.
Health – modern drugs
Agricultural transformation
Introduction of genetic engineering (drought resistant crops, first maturing seeds)
Trade
E-commerce – globalize the business; it has made trading to be simple and accessible
It has changed commodity of trade
5. Religion and secularization
Religion – refers to belonging to a particular denomination or belief system
Secularization – includes modernized into the religion
Impact of religion and secularization
i) It promotes a new faith
ii) Initiates in one new way of life e.g. you are saved
iii) Transformation of ones dieting pattern / style
iv) Brings about obedience and extreme loyalty – on e shed of his former self
v) Away of renewing ones self
vi) Create departure from culture
vii) Create a break from conservative thinking to a liberal thinking e.g. Gay Bishops
changes ones view towards life
6. Environment
Environmental transformation can result due to the following situation
1) Christian environment – exhibit Christian virtues and converting virtues
2) Traditional environment – exhibits traditional virtues
 3) Urban environment – exhibits urban virtue
4) Rural environment – exhibit rural life virtues
5) War environment – exhibit war virtues
Impact of environment on ones life
a) Affords one to borrow the following; elements of culture, language, dressing, values,
norms, dietary etc.
b) Enables one to exploit available opportunities which includes
(i) Intermarriages
(ii) Socialization
(iii) It shapes ones thinking or style of life e.g. Luos are fishermen because of the lake
while Maasais are pastoralists because of plain fields
(iv)Determining ones fate hence environment can stagnate or enrich ones life
(v)Environment enriches ones experience
CULTURAL DIFFUSION
Diffusion refers to a mix of many cultures; culture diffusion refers to culture mix.
Hybrid culture – is a mixture of two cultures.
Causes of culture diffusion
i) The cross ethnic marriages e.g. Luhyas and Kisiis get married
ii) Modernism refers to appreciating emerging new culture
iii) Urbanization – children born in town giving an excuse not to follow traditional
culture
iv) Education and religion
v) Through use of agents of social transformation civilization, globalization and
environment
Impact / consequences of culture diffusion
i) Losing cultural identity
ii) It destroys ethnic boundaries
iii) Reduces cultural ties (taboos and norms)
iv) It breaks away cultural traditional conservatism
v) Creates a liberal society (society that relaxes in laws)
vi) It gives room to new emerging cultures
 vii) It breaks ethnic cohesiveness
viii) It speeds up globalization e.g. marrying outside the country

TOPIC IV: MODELS OF SOCIAL TRANSFORMATION

Models of social transformation
It refers to methods which one could use to change radically, a social stratum (group)
(a)Dynamism as a model
 Acceptance of change
 Embracement of new ideas, thinking, belief and technology
(b) Liberalism as a model
 One becomes flexible in terms of thinking style, approach etc.
 Education becomes a weapon of it
 Religion also is a weapon of it
© Interactional model (exposure)
 Allows one to relate with people
 To borrow one or two things e.g. mode of talking
 Experiences what you do adopt e.g. mode of dressing, western culture, behaviour etc.
(d)Role model
 Following the foot step of known well heroes e.g. Nelson Mandela, Barrack Obama etc.
 Influenced by family, peer group or teachers
(e)Comparative model (compare the culture)
(f)Historical model – development of the events, how culture has developed ever since slowly
changes
Challenges of social transformation model
a) Lack of exposure or adequate experience
b) Technology and programmes
c) Limited education
d) Religion dogmatism (rigidity) e.g. Mungiki
e) Limited urbanization
f) Cultural dogmatism (following blindly cultural practices)
 g) Lack of forum to discuss social transformation e.g. council of elders forums, social
culture programmers e.g. world social forum
h) Lack of embracement of change
i) Cultural erosion (disappearance of culture)

TOPIC V: SOCIAL MARKETING

Social marketing refers to ways of marketing our culture, belief, traditions, norms etc. (ways of
packaging, branding the element of culture freely in order to sell it to consumers)
It is a process of branding or packaging the elements of culture such as language, dressing,
dietary, norms for the purpose of networking or exporting.
Evolution of social marketing
Globalization – world link which promotes networking and consultation
Colonization – the colonization was meant to spread queen’s colonization
Education – led to the development of ideologies, liberalism, feminism and environment.
Importance of social marketing
 Leads to cultural exchange
 Leads to cultural presentation
 Cultural mix (diffusion of culture)
 Cultural flexibility (liberalism)
 Break culture conservation
 Embrace cultural diversity (set of cultures)
 Globalize the culture
 Leads to demise of retrogressive culture e.g. wife inheritance
 Social transformation (assert your culture/create strong effect)
Methods or ways of social marketing
1. Public debate
2. Publication / documentation of culture, traditions, norms and values e.g. journal,
magazines, books etc.
3. Creation of forum e.g. world social forum, traditional forum
4. Developing cultural and social events e.g. music festivals
5. Recording for entertainment discos and cassettes
 6. Developing vernacular radio stations e.g. Ramogi, Victoria, Nam Lolwe etc.
7. Developing institutions like council of elders in regard to the custodian culture, tradition
and norms.
Methods of promoting / procedures of social marketing
E.g. promote Kenyan National dress
(i) Create the need for the dress
(ii) Mobilize people for the dress
(iii) Open the debate (provoke importance)
(iv) Call fro opinion about the design
(v) Let voluntary designers come up
(vi) Create the forum for competition and design launching
(vii) Let people vote for the best attire
(viii) Marketing of the selected attires in plays, national forums, festivals etc.
(ix) Target international market
(x) Patent (protect) the dress
Social marketing techniques
1) Plays, acting
2) Use of national forums e.g. world social forum
3) Creation of national festival fro purpose of marketing
4) Use of national icons (role models)
5) Use of sports / recreational activities
6) Use of personalities to market e.g. presidents, ministers etc.
7) Sponsorship of activities and use of occasions to market the products
8) Branding the product to become part of national recognition
9) Creating national sign posts fro the product, statues, monuments etc.
Factors that influence social marketing
i) Cultural dynamism (changing cultures)
ii) Cultural consciousness
iii) Determination to promote national unity
iv) Desire to be distinct (stand out)
v) Desire for recognition
 vi) Desire for globalize and promote your culture (reduces cultural disappearance)
vii) Desire to preserve culture
Role of mass media in social marketing
 Create awareness
 Mobilize people
 Create consensus
 Attract market
 Inform the prospective clients
 Educate the people
 Support the idea
Forms of mass media
Electronic media includes TV, radio, website, internet, DSTV
Print media includes magazines, journals, newspapers, billboards, posters, newsletters
Techniques of penetrating and entering the market
Social marketing
i) Advertisements
ii) Sales promotion
iii) Launching of the product
iv) Use of role model
v) Use f brand name
vi) Use of strong personality
vii) Free sample
Challenges in social marketing model
i) Resistance of new ideas
ii) Opposition from conservation
iii) Competition
iv) Rivalry
v) Imitation
vi) Lack of funds
vii) Modernization
viii) Globalization
 ix) Technology
x) Lack of enough publicity
New emerging trends in social marketing
i) Use of electronic marketing i.e. e mail market
ii) Marketing through internet
iii) Marketing through networking
iv) Use of billboards
v) Website
Develop a case study for marketing a social product (package of social product) culture /
lifestyle / language / dressing etc.

TOPIC VI: THE PROCESS OF SOCIAL TRANSFORMATION

The process of social transformation is also referred to as, social transformation cycle.
1. Exploration stage
2. Organization
3. Discussion
4. Group thinking (group decision making stage)
5. Planning for social action
6. Action stage
7. Evaluation stage
8. Subsequent
9. Diffusion of technology and change
Social changes must be organized changes; all groups must embrace it.
 Globalization on social change
 Diffusion of ideology
1st stage – Exploration stage
This is the stage of adventure
 Discovery of new ideas
 Research
 Establishing alternative approach
Example case I Wife inheritance
Exploration stage – establish that the problem is an issue of concern. Through carrying out
research, consultation and discussion: it is a communal / ethnic problem and so requires ethnic
solutions.
2nd stage – Organization
Bringing many people on board in terms of committees e.g. Luos brought council of elders to
address the issue of wife inheritance. They will deliberate on the issue further.
3rd stage – Discussion
Bring it to public forum e.g. radio, discussions, barazas, public gatherings, church organizations,
leaders’ forums, panel of opinion leaders.
It is the information dissemination stage.
4th stage – Group decision making
Arrive at when general opinion about the problem has been established.
When they have established the home ground solution
When an alternative solution has been gotten
5th stage – Planning for action
Refers to stage where decision has been made mostly individual decision becomes supreme e.g. a
woman whose husband has died can declare that she is not ready for inheritance
An HIV / AIDS victim declaring his / her status
6th stage – Action stage
The stage where the solution has been formulated
Endorsed decision
The society takes a stand
When some of the solutions are reflected in the will
When it becomes unanimous decision
7th stage – Evaluation
The stage where we get back feedback
The response of the people
The action of the people
8th stage – Subsequent stage
Stage that follows when transformation has undergone a complete metamorphosis (complete
change)
The subsequent generation will not know about the transformation
When the issues becomes history
Diffusion of technology and social change
It is when technology is used as a precautionary measure in social change e.g. a person inheriting
the use of condom for protection; a youth who cannot abstain is advised to use a condom.
Globalization and social change
When a person does not embrace ethnic culture; a person embraces global culture
A person expands the horizon of his / her culture, in isolation but looks at it in respect to other
culture.
Globalization is an aspect of civilization
Diffusion of social change
Meaning of diffusion – refers to merging, blending and mixing of culture such that the result is a
completely new culture or a mixture of culture or hybrid culture e.g. 3 rd generation of
intermarriage may not identify themselves with great grand parents’ culture.
Diffusion o ideology
Refers to establishment of a new set of ideas, thinking, action, beliefs which originates from
merging of different ideas
Commercial marketing – marketing geared towards trading venture.
Impact of diffusion
a) Depletion of culture
b) Liberal thinking
c) Kills conservatism (culture rigidity)
d) Brings cultural flexibility
e) Brings global thinking (broadening ones thinking)
f) Reduce all forms of discrimination arising form culture
g) Promote integration of people with diversified culture (bring people together to achieve a
goal)
 h) Promotes unity and diversity
Elements of culture
 Beliefs
 Value
 Norms
 Ideology
 Music
 Language
 Dressing / fashion / costume
 Dietary
 Drama
The process of social marketing
It involves marketing research, developing social product, consumer segmentation, distribution
channels, and assessment of impact.
Advertisement and promotion and packaging of the social product
a)Market research
Refers to holding or taking a qualitative and quantitative study about a social product you want
to sell.
Quantitative research is through undertaking experimental study.
Market research is to establish the position of the product in the market, get the magnitude of the
people, and know the competitors in the market.
b) Developing the ethical product
Out of the market research, you will establish the shortcomings of the competitors or products in
the market. So develop a product / brand that will meet the shortcomings in the market.
Look at the culture that is there; establish its shortcoming e.g. introducing bleaching chemicals
for African women who want to be brown.
c) Consumer segmentation (target the consumers)
Establish the consumers’ target e.g. issue of mini skirts targets women.
Who are your customers in the market e.g. computer culture first targeted business then down to
all community members e.g. selling a multi – partism targeted political leaders.
d)Packaging and positioning of social product
 Example: Incase American Aid, there are conditions to be met e.g. good governance before
giving their aid to developing countries. Americans want to market good leadership: as a social
worker dealing with women groups, package ideas.
e) Advertising and promotion
Refers to how you sell the virtue of your social product.
The good ideas of the product e.g. American design, Nigerian design etc.
f)Distribution channels
Refers to the methods of dissemination e.g. print media, publication of literature, ideology,
institutional thinking.
g)Assessment of impacts (evaluation of impacts)
Refers to taking stock or feedback of positive gains, problems encountered, size of the market,
control market niche (size), member of clients, changes made, get feedback
Factors that influence marketing (commercial marketing)
1. Size of the clienteles
2. Geographical distribution of the client
3. The market niche (size) they control
4. The popularity of the product in the market
5. The rivals / competitors
6. The position of the substitute products
7. Cultural dynamism / flexibility of culture
8. Clientele consciousness (awareness)
Causes of social transformation
1. Civilization – adopt particular life to fit in the society
2. Modernization
3. Permissiveness
4. Exploration and adventure
5. Curiosity
6. Intermarriage
7. Sports and games
8. Learning institution / education
9. Trade
Effects of social transformation
 Accepts changes that takes place
 Enhances social cohesion
 Social stratification e.g. classes of people
 Cultural mix
 Modernization
 Culture erosion
Challenges of social transformation
 Creates confusion
 Cultural conservativeness (resistance to change)
 Conflict of ideology

TOPIC VII: EMERGING TRENDS IN SOCIAL MARKETING

 Use of electronic marketing
 Marketing through networking
 Marketing through internet
 Marketing though use of a product
 Use of billboards
 Developing case study
 Packaging social products
 Marketing creation on website