Course in Social and Political Marketing - IDC

The course explores the new emerging field of marketing ideas – versus marketing commercial commodities, tangibles and non-tangibles – in the social, political and public arenas.

At the beginning of the 21st century, The War of Ideas has become a major concern for governments, international organizations, global firms, NGO's, political parties, as well as social and resistance movements. Cutting edge concepts, theories, strategies, tools and case studies in changing social behavior, activism, cause-related marketing, running political campaigns, crisis management, nation-branding and public diplomacy will be examined.

Our initial focus will be on how ideas and psychological behavior impact society and livelihood, then continue with in-depth analysis of factors influencing the modern marketplace, or in other words our mind and mindset.

We will learn how to apply marketing tools to bring about change, and outline the strategic marketing planning process. Social and political marketing environments will be explored. Students will learn how to conduct research, map the environment and analyze trends. Additionally, the course will teach students how to establish target audiences, set objectives and goals, and select target markets. Setting a mission statement, understanding target audiences and competition are also part of the curriculum.

Students will get a hands-on experience on developing social and political marketing strategies, branding, proposition design, estimating the cost of opinion and behavior change, making access convenient, and managing the communication process of integrated elements. The course will explore tools for managing social and political marketing campaigns, budget planning and funding. Finally, we will discuss how to apply such tools in the context of real-world breaking news topics.

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