Social Marketing for Creating Awareness, Part 1

Breakout Session
Wednesday May 02   10:15 AM to 11:25 AM (1 hour 10 minutes)
Enoch A/B
Social marketing is an approach used for developing activities/communication with objective of changing or maintaining behaviour of a person or group for benefit of an individual or a society. This tool combines commercial marketing ideas and social sciences for influencing behaviour in a cost-effective way. This tool helps:

1. Targeting a group to influence
2. Targeting behaviour to change  
3. Use of a medium for communication or influence  
4. Measure the result as well  

This tool can be used in positive form and negative form as well. For example, making a targeted group aware of negative consequences due bad behaviour is effective than communicating an advice of good behaviour. Social marketing was effectively used by the Government of Alberta for reducing deaths due to drunk driving. This approach can be used by urban and rural not-for-profit organizations as well for achieving targeted change in behaviour.

This presentation is divided in two parts. In the first part participants will understand what social marketing is and how it can be used for changing or maintaining behaviour. In the second part participants will form groups and will develop social marketing strategy for their own organization to communicate 'Stop Elder Abuse' in their own community. 

MacEwan University, School of Business
Associate Professor

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This session has a maximum capacity of 70 people.

Number of people signed up: 12.