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Course Description
Examining the theoretical substance of behavior change models, marketing planning which includes: segmentation and targets, competition and position, as well as communication and new media in social marketing, and social marketing practices using lecture, discussion, case study analysis and simulation methods.
Program Objectives (PO)
- 1. Menerapkan program marketing sosial dengan memanfaatkan teknologi informasi dan komunikasi dalam penyelesaian masalah sosial.
- 2. Menguasai konsep teoritis dan praktik strategi komunikasi pemasaran secara mendalam untuk memformulasikan penyelesaian permasalahan sosial.
- Membuat strategi tepat berdasarkan analisis informasi dan data (masalah, target audiens, tujuan, analisis kebutuhan) berbasis penyelesaian masalah dalam komunikasi pemasaran di bidang sosial.
Aktifitas Pembelajaran
-
Pertemuan 1 Konsep dasar marketing sosial -
Pertemuan 2 Menganalisis perilaku masyarakat -
Pertemuan 3 Tahapan proses perencanaan marketing sosial -
Pertemuan 4 Menganalisis lingkungan marketing sosial -
Pertemuan 5 Metode penentuan audiens -
Pertemuan 6 Tujuan perubahan perilaku dan program -
Pertemuan 7 Strategi marketing sosial Memahami kelebihan konsep visual dan menganalisis marketing radikal -
Pertemuan 8 Strategi komunikasi sosial berdasarkan permasalahan sosial -
Pertemuan 9 Hambatan, keuntungan, motivator dan kompetisi, serta entitas berpengaruh lainnya -
Pertemuan 10 Pengelolaan promosi -
Pertemuan 11 Strategi pendistribusian -
Pertemuan 12 Merencanakan dan melaksanakan program marketing sosial -
Pertemuan 13 Merencanakan dan melaksanakan program marketing sosial -
Pertemuan 14 Merencanakan dan melaksanakan program marketing sosial -
Pertemuan 15 Konsep monitoring dan evaluasi -
Pertemuan 16 Strategi pemasaran sosial berbasis pemecahan masalah
References
- Lee, N.R., and Kotler, P. 2016. Social Marketing: Changing Behaviors for Good . London: Sage Publication Ltd.
- McKenzie-Mohr, D. 2011. Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing 3rd ed. Gabriola Island: New Society Publishers.
- Hastings, G., Angus, K., and Bryant, C. 2012. The Sage Handbook of Social Marketing . London: Sage Publication Ltd.
- Donovan, R. 2010. Principles and Practice of Social Marketing: An International Perspective .
Lecturer
Difficult Things About Education.
$75$10
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