Teaching Social Marketing

Ariadne Kapetanaki, Fiona Spotswood

Research output: Chapter in Book/Report/Conference proceedingChapter in a book

Abstract

Social marketing is part of the recent political history and future of behaviour change and large scale, publicly funded social marketing interventions have become household names (e.g. Change 4 Life, Truth, This Girl Can). Although some studies have found that social marketing is not always a constant in taught marketing programmes (Wellman, 2017), we argue that social marketing is a vital element of any well-rounded marketing programme (Kelly, 2009; 2013).
Original languageEnglish
Title of host publicationTeaching Marketing
Subtitle of host publicationElgar Guides to Teaching
PublisherEdward Elgar Publishing
Publication statusAccepted/In press - 1 Aug 2020

Structured keywords

  • MGMT Marketing and Consumption

Keywords

  • social marketing
  • marketing
  • higher education
  • teaching and learning

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