Societal Marketing ManagementLaajuus (5 op)

Osaamistavoitteet

The importance of societal marketing cannot be ignored in today's world where consequences affect everyone. Organizational responsibilities must go beyond securing ROI of major stakeholders; they should also take into consideration consumers' needs and society's long-term interests. In addition, it should take into account the principles of corporate social responsibility, sustainable development and measurement of nature's economic invisibility, all of which together will benefit both internal and external stakeholders. After completing this course the student: is familiar with a range of decisions in marketing management and planning has gained skills in using analytical frameworks for making such decisions is able to identify and apply core concepts behind how businesses can synthesise their business concepts to social marketing management knows how to apply the principles behind managing customer relationships that benefit the organization and its internal and external stakeholders

Sisältö

Core contents: 1) evolving Marketing philosophy until the 21st centrury; Managing Relationships, STP, Pricing policies, Service strategies and Holistic marketing 2) the value that is generated to our society comes from nature which is not priced by businesses. Social marketing influence at all its several levels. This section will focus on actual and global reports in the field 3) this section will synthesise the contents from 1 and 2 into Integrative Marketing Communication and PR.