Communication, Behavior Insight and Social Marketing

Opintojakson tiedot

Opintojakson nimi

Laajuus

4 – 6 op

Koodi

YCCA2220

Vastuuorganisaatio

Avoin yliopisto

Jyväskylän yliopiston kauppakorkeakoulu

Arviointiasteikko

Yleinen asteikko, 0-5

Suorituskieli

englanti

suomi

Opintojakson kuvaus

Social Marketing is an approach where commercial principles are used to change or maintain people’s behaviour for the benefit of individuals and society as a whole. It leverages behavioural insights to promote behavioural change and is de facto part of the approaches that applies behavioural sciences to address different societal issues such as health concerns, environmental challenges, or anything that requires behavior change.

This course will offer opportunities to understand what social marketing is and how it can be applied to transform our society for better. The special focus is on communication and how communication can be be harnessed to create solutions that create value for all.

The study module introduces the students to several UN Sustainable Development Goals, such as Goals 3 Good health and wellbeing, 10 Reduced inequalities, 12 Sustainable consumption and production, 13 Climate action and 16 Peace, justice and strong institutions.

Tässä opintojaksossa ei ole toteutusta lukuvuonna 2025-26

After completion of the course the student is able to:

- Understand principles of social marketing to address societal issues.

- Understand how communication can play essential role to create effective solutions.

- Apply behavior insight to analyse different social issues and create effective communication.

- Evaluate and further develop different types of interventions based on social marketing principles.

As meta skills, the student will learn:

- analytic, systematic thinking skills

- creative problem solving

- interdisciplinary and ability to work in multi professional groups

- ethical & sustainable thinking

Selected scientific articles.

Books e.g.

- Hastings, G. and Domegan, C. (2023). Social Marketing. Principles and practice delivering global change. 4th Edition.

- French, J. & Gordon, R. 2016/2019 Strategic Social Marketing.
- Kotler, Lee & Coulehour, 2023 (or earlier). Social Marketing, Behavior Change for Good.
-Hagger MS, Cameron LD, Hamilton K, Hankonen N, Lintunen T, eds. The Handbook of Behavior Change. Cambridge University Press; 2020.

Online sources e.g:

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