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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)K.CHARRY
Intervenant(s)Karine CHARRY

Pré requis

Some understanding of marketing essential concepts is a plus but not a prerequisite

Objectifs du cours

At the end of the course, the student be able to:
Social Marketing refers to the use of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole” (Kotler, Roberto and Lee, 2002)
In other words, in this course, we will look at how marketing may contribute to the resolution of some current social issues such as AIDS, drinking and driving, parental violence, ect.

At the end of the course, students should be able to
Understand most important concepts in social marketing
Relate to appropriate theories for social marketing applications
Plan a social marketing campaign aiming to solve a practical social problem

Contenu du cours

Part 1:
Social Marketing vs. Commercial marketing - commonalities and discrepancies.
Concepts relevant to Social Marketing
Social cognitive theories, the hypocrisy approach, Injunctive vs. descriptive norms, upstream and downstream interventions, ...
Part 2:
Case studies
Prevention of childhood obesity, reducing smoking, eco-friendly consumption etc.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Presence is highly recommended as participation represents an important factor in the final evaluation (and the chance to get your personal +point evaluated in your final mark)
Independent work
E-Learning8,00   Reading of scientific papers will be part of the course requirment (reading + presentation to the class)
Independent study
Group Project24,00   Cases studies (before/after)
Group work for the 1 global assignement
Distance learning
Video-Conferences2,00   On-line discussion on a social marketing topic
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Project work
  • Interactive class


Evaluation as follow:
30% Group presentations (Critical reading and discussion of scientific papers and case studies)
10% case study -online forum
60% Group assignment
Extra marks (up to 20% of the final mark) according to individual participation in class

Type de ContrôleDuréeNombrePondération
Case study0,00110,00
Individual Project18,00160,00
Continuous assessment
Oral presentation0,00130,00
TOTAL     100,00


  • Goldberg, M.E., Fishbein M., & Middlestadt, S.E. (1996) Social Marketing, Theoretical and Practical Perspectives, Mahwah: Lawrence Eribaum Associates, Inc. -

  • Donovan, R., & Henley, N. (2003) Social Marketing, Principles and Practice. Melbourne: IP Communications. -

* Informations non contractuelles et pouvant être soumises à modification
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