Social Marketing Communication

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Recently, notions of social justice and equity have come to the fore of international consciousness, via #MeToo, Truth and Reconciliation, the activism of Greta Thunberg, or ongoing challenges to the status quo of fossil fuel and other behemoth corporations. Uniting these nascent movements lies a growing societal unease with the impacts of human interactions with the natural world.

Social marketing, repurposing tools developed by the commercial sector and using them for social good, is a field of increasing relevance as it provides a solid theoretical foundation and practical strategies for individuals and organizations needing to create communication strategies that encourage informed evidence-based decision-making either at a policy or an individual level.

The courses comprising this option offer a coherent and relevant framework around the core notion of Social Marketing. In order to recognize this competence officially, the School of Social Communication offers an option in Social Marketing Communication.

Program requirements 

Compulsory Courses (15 units)

  • ISC2301 Communication and Organizations (3u)
  • ISC2306 Media and Ethics (3u)
  • ISC2328 Strategic Planning (3u)
  • ISC3301 Social Marketing (3u)
  • ISC3339 Introduction to Public Relations (3u)

Courses

ISC2301 COMMUNICATION AND ORGANIZATIONS (3u)

Definition of an organization. Usual approaches to communication within the organizations: functionalist, strategic, critical, and cultural. The change management issue. Impact of technology.

ISC2306 MEDIA AND ETHICS (3u)

Constitutive elements of ethical behaviour. Basic ethical criteria in media communication. Rights in communication situations. Deontology codes in use in several institutions. Case analysis in media praxis: persuasion communication and fiction.

ISC2328 STRATEGIC PLANNING (3u)

Definition of campaign elements, including objectives, target audience, channels, public environment, etc. Planning of strategic actions in various social, cultural and organizational contexts. Introduction to the development of a communication plan, evaluation methods and project management.

ISC3301 SOCIAL MARKETING (3u)

Introduction to the principles of marketing and their application to influencing behaviour for social good. Examines core concepts such as segmentation, social behaviour, and strategic communication. The course considers the use of these techniques to address public health, environmental, and social issues. It addresses the ethical dimensions and limitations of social marketing. Through case studies, students assess the effectiveness of behaviour-change initiatives. Upon completion, students will be able to apply marketing frameworks to contemporary social issues.

ISC3339 INTRODUCTION TO PUBLIC RELATIONS (3u)

History and basic models of public relations. Main approaches, tools, audiences, work environment. Management, marketing, advertising, public affairs. Case studies.