Unit 3 Summary: Social Marketing and Social Entrepreneurship

  • Social Marketing: Integrates marketing concepts to influence behaviors benefiting individuals and communities, targeting issues like health and environmental concerns.

  • Key Features of Social Marketing:

    • Behaviour: Focus on changing actual behavior, not just attitudes.
    • Customer Orientation: Understand target audience's perspective.
    • Theory: Use behavioral theories for intervention design.
    • Insight: Research behaviors to develop actionable insights.
    • Exchange: Weigh costs vs. benefits to incentivize behavior change.
    • Competition: Consider alternative behaviors competing for audience attention.
    • Segmentation: Tailor interventions to distinct audience segments.
    • Methods Mix: Employ the '7Ps' of marketing (Product, Price, Place, Promotion, Process, Physical Evidence, People).

  • Differences from Social Media Marketing: Social marketing focuses on social change, while social media is a communication tool.

  • Purpose of Social Marketing: Aims for societal benefit and behavioral change rather than profit.

  • Social Responsibility in Marketing: Involves ethical practices like recyclable packaging and charitable initiatives.

  • Examples of Social Marketing:

    • Child car seat campaigns.
    • Water rationing strategies.
    • Lung disease prevention efforts.

  • The 4 P's of Marketing:

    1. Product: Offer tangible solutions supporting behavior change.
    2. Price: Reduce barriers to desired actions.
    3. Place: Enhance accessibility of products/services.
    4. Promotion: Use effective channels for audience engagement.

  • Social Entrepreneurship: Focuses on using entrepreneurial principles for social change, not just profit.

  • Notable Social Entrepreneurs: Muhammad Yunus (Grameen Bank), child rights activists, and environmental advocates.

  • Role of Technology in Social Entrepreneurship: Facilitates innovative solutions for social issues like poverty and healthcare access.

  • Types of Social Entrepreneurs: Includes community-focused, non-profit, transformational, and global entrepreneurs.

  • Impact Measurement: Essential for assessing the effectiveness of social initiatives and adjusting strategies based on data analysis.