27898 - Communications and Social Marketing (LM)

Learning outcomes

Students will be introduced to: a) theorical concepts for the analysis of socio-cultural processes that influence the agenda building of social problems; b) methodological skills in order to analyze and realize social communication and social marketing plans.

Course contents

• Social arenas and public sphere in contemporary societies
  
• Information and communication for change: which models for social change process indicators and social change outcomes indicators
  
• Characteristics of effective social communication campaigns
  
• Overview on social marketing tools (an integrated model for marketing mix and social communication; marketing and advocacy for social problems; ethics and social marketing; planning and strategy development; assessing effectiveness, etc.): a specific workshop about social marketing will be officially assumed by Giuseppe Fattori, especially about health and environment issues ( tutorials: http://www.marketingsociale.net/lab/08.htm).
  

Readings/Bibliography

• 1) C. Bertolo (a cura di), Comunicazioni sociali, Padova, Cleup, 2008
• 2) L. Boltanski, Lo spettacolo del dolore, Milano, Raffaello Cortina editore, 2000 (capitoli  4, 5, 6 e 7)
• 3) S. Hilgartner and C.L. Bosk, "The rise and fall of social problems", in American Journal of Sociology, vol. 94, 1988, pp. 53-78 (searching for it at the online Unibo's proxy service: http://www.jstor.org/stable/2781022)
• 4) P. Lalli, Arene pubbliche di comunicazione: imperativi di visibilità o battaglie di cittadinanza?, in R. Stella, M. Morcellini e P. Lalli, Spazi comunicativi contemporanei,  Roma, Editori Riuniti University Press, 2008, pp. 69-90 (available among our course's "materiali didattici": http://campus.cib.unibo.it/8810/)
• 5) One or more among the "materiali didattici on line" downloaded during the period of the course's lectures, following the specific interests of the final paper
• 6) One of the following operative guides that are avalaible on the web:
•     a)  Making Health Communication Programs Work, edited by National Cancer Institute: http://www.nci.nih.gov/pinkbook/allpages
•     b) A Field Guide to Designing a Health Communication Strategy, edited by Center for Communication Program, John Hopkins Bloomberg School of Public Health: http://www.jhuccp.org/node/1257
  
•    c) Social Marketing - Big Pocket guide, National Social Marketing Centre Publications: http://www.nsmcentre.org.uk/component/remository/NSMC-Publications/Social-Marketing---Big-Pocket-guide/

N.B. Le indicazioni degli indirizzi web sono riferite al giugno 2010: eventuali cambiamenti di indirizzo potranno essere eventualmente aggiornati (ma se irreperibili lo studente potrà anche cercare alternative congruenti)

Teaching methods

• Lectures, interactive workshops, seminars with professionals, case analysis

Assessment methods

• Assessment will consist of a written paper (min 15.000-max 30.000 characters) about a case analysis or an argumented  plan of social communication or social marketing, and of an oral discussion of the paper.
• On line inscription at the oral discussion following the official dates: http://66.71.183.220/comunicazione/bacheca.asp
• The written paper will be remitted 15 days before the selected official date (e-mail to ddc.tesinalalli@unibo.it  by attached file in Word or PDF: it will be not over 1M). 

Teaching tools

• Power Point slides and videos
• Seminars and workshops with other experts
• Online readings and use of some specialized webpages, such as http://www.comminit.com and collaboration with the newsletter of htpp://www.marketingsociale.net  (see also "Link utili" for social communication  and marketing at http://www.compass.unibo.it)

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli

See the website of Valentina Bazzarin

See the website of Giuseppe Fattori