Social Marketing

Read this article, which discusses achieving marketing success by emotionally connecting customers to products, piquing the interest of target media, and creating a media hook through innovation rather than imitation.


This OpenLearn unit examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social problems. Primarily, social marketing aims to effect behavioural change in the pursuit of social goals and objectives, as opposed to financial or other objectives.

Learning outcomes

After studying this course, you should be able to:

  • describe and explain the meaning and nature of social marketing
  • analyse social marketing problems and suggest ways of solving these
  • recognise the range of stakeholders involved in social marketing programmes and their role as target markets
  • assess the role of branding, social advertising and other communications in achieving behavioural change.

Source: The Open University,
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