A strategy for advancing social marketing

• Published in: Journal of social marketing 2012-02, Vol.2 (1), p.52-69
• Main Authors: McKay-Nesbitt, Jane, DeMoranville, Carol W, McNally, Dan
• Format: Article
• Language: English
• Subjects: Attitudes; Behavior; Colleges & universities; Competition; Consumer behavior; Consumers; Core curriculum; Curricula; Discipline; Education; Interdisciplinary aspects; Learning; Marketing; Social marketing; Society; Students; Studies; Target markets; Water conservation
• ISSN: 2042-6763; 2042-6771
• DOI: 10.1108/20426761211203256

Purpose - The purpose of this paper is to contend that one way to advance the social marketing discipline is by introducing students to social marketing concepts during the early stages of their marketing education. Thus, it describes an interdisciplinary group Social Marketing Plan (SMP) project that was included as a class project in an introductory marketing course. An analysis of the SMP's impact on student learning is presented.Design methodology approach - Foundations of Marketing (Foundations) students at a US university completed an SMP project as a course requirement. Project impact was assessed with post-project measures of students' ability to apply social marketing concepts in a SMP. Project impact was also assessed with post-project measures of attitudes toward working on interdisciplinary teams and pre- and post-project comparisons of declarative marketing knowledge, environmental awareness, environmental attitudes, and environmental intentions. A post hoc comparison of the commercial marketing knowledge of a control group and Foundations students was also conducted.Findings - End of semester surveys showed that Foundations students understood and were able to apply social marketing concepts, enjoyed the SMP project, appreciated the value of working in interdisciplinary teams, and believed that future SMP projects should include students from other disciplines. Foundations students also reported significant increases in environmental awareness, attitudes, and intentions, and commercial marketing knowledge. Contrasts with a control group revealed that adding social marketing concepts to an introductory marketing course did not impede Foundations students' learning of commercial marketing concepts.Originality value - The paper provides evidence that incorporating a social marketing project into an introductory marketing course is an effective method for introducing students to social marketing concepts, therefore advancing the social marketing discipline. Changes in student environmental attitudes and intentions to act to preserve the environment also suggest that a SMP project can be an effective method of doing social marketing.