This document provides an overview of social and health marketing. It defines social marketing as "a process for influencing human behaviour on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit." The document distinguishes social marketing from health education and health promotion, and discusses how social marketing utilizes concepts from commercial marketing, like market segmentation and communication strategies, to promote social ideas and practices. It also notes some related approaches like cause-related marketing and corporate social responsibility that are not true social marketing.

1. MKT4025 Social & Health Marketing

3. Assessment Critical Literature Review (15%) Review of Campaign (25%) Your own campaign (60%) Informed by 7.4 17.12 28.4

8. Marketing Target Audience Organisa- tion Wants/ Desires Supply I understand the consumer why they choose us What and How we help them achieve their goals I’m understood by the organisation They deliver: What I want Where I want it How I want it Voluntary Exchange

11. It’s in the family… Health Promotion Health Education Social Marketing

12. Do-gooders Organisation Let’s be good “ corporate citizens” Cause Related Marketing Corporate Social Responsibility Societal/ Sustainable Marketing It’s kind of social ,… but not really Social Marketing

13. Finally… PRESS RELEASE! Jupiter Media announced its “ Social Marketing” service, with which it aims to enable website owners to profit from social media. It’s what happens if you don’t keep up-to-date! It’s actually called Social Media Optimisation Social Media: Blogs, MicroBlogs, vWOM, Forums, Web 2.0