This course examines the nature of social marketing, and how marketing concepts, frameworks and techniques developed for commercial marketers can solve social marketing problems. It provides tools and ideas to help you apply social marketing to your own context - examining consumer behaviour, social marketing planning, situational and stakeholder analysis, segmentation and targeting, research, marketing mix, relationship marketing and evaluation. The course will benefit those working within organisations seeking to effect social change or address specific social issues such as travel planning and health initiatives; including consultants working in appropriate professional contexts. The course forms part of a Level 5 vocational Certificate in Travel Planning.
