What Is Social Marketing?

The goal of this workshop is to help participants understand the fundamentals of social marketing, distinguish it from traditional communication, and lay the groundwork for a social marketing plan tailored to their organization and causes.

The workshop will explore social marketing: its origins, its disciplinary foundations, and its practical applications in support of social causes. Participants will explore the components of a social marketing plan, the concept of target behavior, and mobilization strategies tailored to community organizations and NGOs.

The 1.5-hour workshop is divided into five segments: an interactive icebreaker, a presentation on the origins and definition of social marketing, an overview of the components of a plan, a practical case study analysis in small groups, and a summary session with a distribution of resources.