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 and 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.).

Readings/Bibliography

(Some changes could be made before the beginning of the lessons in the second semester 2013-14)
12 ECTS syllabus:

1. L. Boltanski,  The Legitimacy of Humanitarian Actions and their Media Representations: The Case of France, in "Ethical Perspectives",  7 (2000) 1, pp. 3-16
   
2. S. Hilgartner and C.L. Bosk, The Rise and Fall of Social Problems, in "American Journal of Sociology", vol. 94, 1988, pp. 53-78
3. M. Schudson,  How Culture Works: Perspective from Media Studies, in  " Theory and Society" , Vol. 18, No. 2. (Mar., 1989), pp. 153-180 (accesso attraverso Portale Biblioteche Unibo o servizio proxy)
4. P. Lalli, Comunicazione sociale: persuasione o conoscenza? in Secondo rapporto sulla comunicazione sociale in Italia, a cura di E. Cucco, R. Pagani e M. Pasquali e A. Soggia, Roma, Carocci, 2011, pp. 57-79
5. P. Lalli, L'esperienza di una minoranza attiva: aspetti culturali e comunicativi, in I Laboratori di Piazza Grande tra lavoro e intervento sociale, a cura di A. Martelli, M. T. Tagliaventi e P. Zurla, Milano, Angeli, 1999, pp.  123-151 (English version)
6. P. Lalli,  When Communication Goes with Inclusion: A Case Analysis on Participatory Experiences in the Municipality of Bologna, in Communication with the Public from the Local Government Perspective, a cura di A. Jenei, Budapest, AdLibrum, 2012, pp. 141-160.
   
7. R.C. Lefebvre, Theories and Models in Social Marketing, in P.N. Bloom and G.T. Gundlach (eds.), Handbook of Marketing and Society, Newbury Park, CA., Sage, 2000. 
8. R. C. Lefebvre, Transformative social marketing: co-creating the social marketing discipline and brand, in "Journal of Social Marketing",  2(2), 2012, pp.  118-129.
   
   Teaching documents on some models and strategies in social communication and social marketing 

9 ECTS syllabus (Sociology of culture and communication - School of  Foreign Languages):


1.  L. Boltanski,  The Legitimacy of Humanitarian Actions and their Media Representations: The case of France, in "Ethical Perspectives",  7 (2000) 1, pp. 3-16   2.  S. Hilgartner and C.L. Bosk, The Rise and Fall of Social Problems, in "American Journal of Sociology", vol. 94, 1988, pp. 53-78 )   3.  M. Schudson,  How Culture Works: Perspective from Media Studies, in  " Theory and Society" , Vol. 18, No. 2. (Mar., 1989), pp. 153-180 (JSTOR access) 
4.  A. Swidler, Culture in Action: Symbols and Strategies, in "American Sociological Review", Vol. 51, No. 2. (Apr., 1986), pp. 273-286   ( JSTOR address)

Teaching methods

Lectures, interactive workshops, seminars with professionals, case analysis

Assessment methods

Written assessment (open-ended questions on the recommended reading lists, aiming at verifying the right and critical understanding of the suggested reading list). Alternative forms of assessment method (i.e. papers and case analysis) for students who may participate to 4/5 of the lectures and workshops will be discussed in class at the beginning of the course in the second semester.

Teaching tools

Power Point slides and videos, case analysis with other experts, on line and off line workshops,  readings and use of some specialized webpages, such as http://www.comminit.com and collaboration with the marketingsociale.net

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli