Course code Ekon5131

Credit points 2

Social Marketing

Total Hours in Course80

Number of hours for lectures12

Number of hours for seminars and practical classes12

Independent study hours56

Date of course confirmation21.06.2018

Responsible UnitInstitute of Economics and Regional Development

Course developer

author prof.

Gunta Grīnberga-Zālīte

Dr. oec.

Prior knowledge

Ekon5086, Integrated Marketing Communication

Ekon5137, Marketing Research and Market Forecasting

Course abstract

The study course introduces students to the functions of social marketing as well as principles of social marketing projects and programmes’ implementation. The themes included in this study course provide in-depth understanding of social marketing system, its elements, internal and external factors. Students will comprehend the importance of integrating social marketing elements in social marketing projects and programmes. In scope of the study course, students will be able to choose the most appropriate social marketing strategy to achieve the set aims as well as develop social marketing activities’ management system. At the end of the course, students will develop a practical social marketing project to consolidate theoretical knowledge mastered within the study course.

Learning outcomes and their assessment

on the essence of social marketing at the level of both individuals and social structures for the achievement of socially desirable goals in the context of sustainable economic development;
on the model of social marketing communication process and various communication channels, their specifics, possibilities and limitations.
In-depth knowledge of social marketing campaign planning, calculation of potential costs, profitability forecasting. Knowledge is assessed in written tests.
to analyse the management system complex of social marketing mix elements;
apply targeted segmentation to identify and successfully reach the target group of the social campaign. Skills are assessed in group work and practical individual work.

by developing a social marketing project, gained ability to independently and critically analyse a specific social problem that exists in society as well as perform its in-depth analysis, make and argue decisions to promote socially desirable actions. Competence is assessed in the conducting of the final research, data analysis, drawing conclusions, presentation of research findings and argumentation research outcomes to the audience.

Course Content(Calendar)

12 h lectures, 12 h practicals:
• The concept of social marketing. Driving forces of social marketing evolution and current topicalities in the processes of social transformation. The impact of external environmental factors on the well-being of the community. 1 lecture
• The functions of commercial vs. social marketing. Tools for promoting social change: community education activities, motivation, political decision-making. 1 lecture, 1 practical work
• Development of social marketing campaign strategy. Shilton’s 3-Step Model: Why? What? How? Phases of influencing public opinion. 1 lecture, 1 practical work
• Model of social marketing communication process. Characteristics of social marketing communication channels, their possibilities and limitations. Ensuring the principles of topicality, mutual interest, trust and consistency, declaration of social benefit, public involvement and authority. 1 lecture, 1 practical work
• Digital marketing opportunities in the promotion of socially desirable products and services. Communication in social networks, website development, building relationships with partners. 1 lecture, 2 practical works
• Community attention and action promotion theories: defensive motivation theory, reasoned action theory, effort theory, cognitive dissonance theory, interpersonal behaviour theory. 1 lecture, 1 practical work
• The role of sociological research in the implementation of social marketing projects. Segmentation and target audience identification. Formulation of research goal and tasks, development of research methodology, research performance and data interpretation. 2 lectures, 2 practical works
• Social marketing ethics. Theory and principles of ethics in the context of social marketing. Observance of the principles of social benefit and personal freedom of action. Competition for customer behaviour alternatives. 1 lecture
• Development of public awareness campaigns. Political marketing. Political technology tools and ethics of their use. 1 lecture, 2 practical works

• Development and planning of social marketing campaigns and programmes. Evaluating the results of a social marketing campaign. Ensuring the succession of social marketing activities. 2 lectures, 2 practical works

Requirements for awarding credit points

Passed test on theoretical aspects of social marketing; passed test with calculations; positive evaluation for participation in practical works; positive evaluation in final test work and its presentation to the audience.

Description of the organization and tasks of students’ independent work

Practical works are subordinated to in-depth studies of the course theoretical issues in group-works and individual works (case-study, analysis of video materials, data collection and interpretation) on the following topics:
• Socially desirable products / services, inclusive and / or socially oriented branding: video case (2 hours);
• Creating a socially desirable attitude / unwanted attitude: case study (1 hour);
• Evaluation of social marketing campaigns implemented abroad and in Latvia: compilation and analysis of Internet resources (2 hours);
• Defining the goals, tasks and target group of a social marketing campaign, selection of the most appropriate marketing channels (1 hour);
• Branding of a social marketing campaign (2 hours);
• Website development of social marketing campaign (2 hours);

• Evaluation of public image and communication in social networks (2 hours).

Criteria for Evaluating Learning Outcomes

Four activities are evaluated in the course: written test (20%); participation in practical works (10%); independent work with calculations (20%); development of individual research and presentation of its findings to the audience (50%). The final test may be taken only if a successful evaluation in inter-tests and practical works has been obtained.

Compulsory reading

1. G.Grīnberga-Zālīte. Sociālais mārketings lauku iedzīvotāju interešu harmonizācijai. Jelgava, LLU, 2014, 46 lpp.
2. Evans D., McKee. Social Media Marketing. The Next Generation of Business Engagement. Wiley Publishing, 2010. E-grāmata, pieejama:

3. Rob Donovan, Nadine Henley. Principles of Social marketing. New York: Cambridge University Press, 2010.

Further reading

1. Bakari M. The Dilemma of Sustainablity in the Age of Globalization. Lanham: Lexington Books, 2017, pp.225.
2. Baran, Roger J. Customer Relationship Management : the foundation of contemporary marketing strategy, 2nd edition. New York ; London : Routledge/Taylor & Francis Group, 2017, 499p.
3. Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices. Editors: H.R. Kaufmann and M.F.A. Khan Pann. IGI Global, 2014, p.638.
4. Hawkins D.I. , Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, p.772.
5. Kotler P., Kartajaya H., Setiawan I. Marketing 4.0 Moving from Traditional to Digital, 2016. E-grāmata, pieejama:
6. Kotler P., Meller K.L. Marketing Management. Prentice Hall, 2015, 832p.

7. N.R.Lee, P.Kotler. Social Marketing – Changing Behaviours for Good. Sage Publications, 2011, p.520

Periodicals and other sources

1. “Dienas Bizness” , nedēļas laikraksts : Latvijas biznesa avīze.
2. “Kapitāls”, Rīga: SIA BIG Media, ISSN 1407-2505

3. “The Economist”, London: Economist Newspaper Ltd. ISSN 0013-0613. Pieejams:


Limited elective course in the specialization direction “Sustainable territorial development and marketing” of the ESAF academic master's study programme “Economics”.