Excellent Educational Programs

SOCIAL
MARKETING
DR. LE THUY HUONG
MARKETING FACULTY, NATIONAL ECONOMICS UNIVERSITY
Course goal
Understanding and applying marketing
principles and practices in developing social
programs for BEHAVIOR CHANGE

SOCIAL MARKETING
CONCEPTS, PRINCIPLES,
PROGRAMS TECHNIQUES
 Course objectives
 Explore the applicability of marketing principles and techniques in social
programs for behavior change, for the benefit of individuals and society as
a whole
 Understand the process to develop and implement a social marketing
program
 Be able to develop effective propositions for a social marketing mix (8P)
for a specific behavior change context.
 Assessment

ITEM ASSESSMENT TASK TOTAL MARKS

1st Team work:

1 Analysis of a social program 20%

2nd Team work:

2 Development of a social 20%
marketing program

3 Attendance assessment 10%

4 Final Examination 50%

 Session 1
Social Marketing Overview
Session 1 Objectives
Define Social Marketing
Explore distinctive features of the social marketing approach
Identify some social campaigns where social marketing can apply
Discover some example of social marketing programs
Exercise: Introduction to Social Marketing
Pair up in groups
Find something that you and your partner like to do that not
everyone else might like to do (hip hop dancing, cooking,
brodering...)
Think about how you would convince other people (2 types of
people) to join you in this activity
Exercise Discussion
Share your activity and your three approaches:
◦ How did you convince them?
◦ How were they different for each audience? How were they the same?
◦ Was it easy or difficult to adjust your approach for each audience?

Congratulations! You’re on your way to becoming social

marketers!
 Social issues: some figures in Vietnam
◦ Number of type 2 diabetes in 2024 increased 300% compared to 2006
◦ Two cities in the top most polluted in the world (Beijing, Shanghai, New
Delhi, Dhakar, Hà Nội, TP Hồ Chí Minh)
◦ 37% of Traffic accidents caused by excessive alcohol consumption
◦ Every year, the whole country has nearly 300,000 abortions, mainly at
the age of 15-19, of which 60-70% are students.
Social issues:
In family
Social issues:
In Family
Social issues:
In community
Social issues:
In community
The common point is. . .
…related to individual and
collective behavior and
affecting individual and
socity
Definition of Social Change
Social change is a general term which refers:
To change in the nature, the social institutions, the social
behaviour or the social relations of a society, community of
people, or other social structures.

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Social change programs
Social change program is an organized effort conducted by one group (the change agent) which
intends to persuade others (the target adopters) to accept, modify, or abandon certain ideas,
attitudes, practices, and behavior.
History of social change programs
Ancient Greece and Rome  free the slaves
England: during the Industrial Revolution
abolish debtor prisons, grant voting right to
women, abolish child labor.
Focus in recent time
Health reforms : antismoking, the prevention of drug abuse, nutrition and
physical fitness, covid...
Environmental reforms : safer water, clean air, the preservation of national
parks and forest, protection of wildlife refuges...
Educational reform : increase adult literacy, improve public schools, raise
student’s test scores in science and math…
Economic, living standard reform : industrial cities, boost job skill and training,
attract foreign investors…
Focus in Developing Countries
To inoculate children against viruses
To protect environment
To promote family planning
Literacy
Healthful diets
 Social change programs in Vietnam
Take an HIV test

Put on helmet while biking

1 hour without electricity

http://vietnammarcom.edu.vn/
http://tiepthicongdong.vn/
http://socialmarketing.org.vn/

Buy Vietnamese products

Definition of Social Marketing
“Social Marketing is the application of commercial marketing
technologies to the analysis, planning, execution, and
evaluation of programs designed to influence the voluntary
behavior of target audiences in order to improve their
personal welfare and that of their society”
-Andreasen
Definitions of Social Marketing:
“…the simultaneous adoption of marketing philosophy and adaptation of
marketing techniques to further causes leading to changes in individual
behaviours which ultimately in the view of the campaign’s originator will result
in socially-beneficial outcomes”
Dann, S
“…the application of marketing concepts and techniques to exchanges that
result in the achievement of socially-desirable aims; that is, objectives that
benefit society as a whole”
Donovan, R
Definitions of Social Marketing:
“…an attempt to influence consumers for the greater good, and as such, always
has an ethical aspect; specifically, social marketing seeks to induce customer
change that is deemed to be inherently good, as opposed to change that is good
merely because it increases profits or non-profit earnings”
Gibbs, B
“…the application of appropriate marketing tools and the systematic analysis,
development, implementation, evaluation and integration of a set of
comprehensive, scientifically-based, ethically-formulated and user-relevant
programme components designed to ultimately influence behaviour change that
benefits society”
Kirby, S
Definitions of Social Marketing:
“…a programme planning process which promotes voluntary behaviour
change based on building beneficial exchange relationships” with a
target audience for the benefit of society”
Schwartz, B
“…a large-scale programme planning process designed to influence the
voluntary behaviour of a specific audience segment to achieve a social
rather than a financial objective, and based upon offering benefits the
audience wants, reducing barriers the audiences faces, and/or using
persuasion to influence the segment’s intention to act favourably”
Smith, B
What is Social Marketing?
The application of commercial marketing techniques +
To influence a key target audience +
To voluntarily change a behavior =
For the good of society

marketing for
concepts and systematic
application
‘social change’
techniques behavioral goals
The beginnings: academic legitimacy
1969 – Kotler and Levy:
“Broadening the Concept of
Marketing”
1971 – Kotler and Zaltman:
“Social Marketing: An Approach
to Planned Social Change”
When to use social marketing

Where the “PURCHASE” of new behaviors is

required, we can use social marketing.

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What do we mean by ‘behaviour’?
Agreed across disciplines of psychology, sociology, anthropology and economics

◦ “Anything a person does in response to internal or external events

◦ Actions may be
◦ overt (motor or verbal) and directly measurable, or
◦ covert (activities not viewable but involving voluntary muscles) and indirectly measurable;
◦ behaviours are physical events that occur in the body and are controlled by the brain”

Hobbs, Campbell, Hildon, & Michie, 2011

Is this a behaviour?
1) Walking in the park
2) Having the confidence to start weaning
3) Taking an antidepressant tablet
4) Losing weight
5) Demonstrating tooth brushing to a toddler
6) Intending to eat 3 pieces of fruit a day
7) Reading to a child
8) Feeling less depressed
Behavior Emphasis
Accepting a behavior.
Rejecting a behavior.
Modifying a behavior.
Maintaining a behavior.
Ending a behavior.
Name the Change
Accept a New Behavior Modify a Current Behavior
Reject a Potential Behavior Abandon an Old Behavior

Message Type of Behavior Change

1. Exercise to prevent heart disease.

2. Drink > 8 Glasses of Water Daily .

3. Don’t text and drive.

4. Fasten your seat belt before starting
the car.
5. Eat more fruit & veggies.
6. Get a mammogram.
7. Pull over to talk on your cell phone.

8. Don’t liter.
9. Take the steps instead of the elevator.

10. Stop putting salt on your French

Fries.
What are the behaviors YOU need to
influence to be happy on your life?
Target Audience Behavior to change and
type of change
Today – social marketing is widely
implemented
Government agencies and nonprofit organizations
◦ UNICEF
◦ USAID
◦ World Bank
◦ Population Services International
Commercial organizations
◦ Nike
◦ Unilever
◦ Ogilvy
Individuals worldwide
Social marketing books are everywhere
Some recent confusion . . .

Social marketing
◦ Versus

Social media marketing

Social networking
Societal marketing (CSR)
Social Marketing vs. Social Networking
Social networking usually refers to using new media to socialize
or to network. Examples: Facebook, MySpace, Twitter, YouTube.
Can be used for social marketing, but mostly used for profit
E.g.: Facebook fan page
Social Marketing vs. Societal Marketing
Linking for-profit organizations with obligations beyond profit
motives
Societal impact, philanthropy etc.
Sometimes called cause related marketing
E.g.: Sponsorship of cultural or sportive events
Questions?