Social marketing attempts to educate people in the hope that they will make ‘informed’ choices regarding lifestyle, health or sustainability related issues. The course ‘Social Marketing Practice’ will explore the complexities involved in “marketing for behavior change”; which implies researching, planning and implementing effective social marketing programs using illustrative cases from successful and unsuccessful real-world cases.
It provides critical analysis on the origins of the social marketing concept, followed by a review of strategic issues that must be considered in developing social marketing, including persuasion resistance, framing and message relevance.
Stephan Dahl holds a PhD from the University of Luton (2005). He is a Senior Lecturer in Marketing at Hull University Business School and Adjunct Associate Professor at James Cook University (Australia). His research interests include health and social marketing, cross-cultural marketing and online/social media marketing and he has published widely in journals such as European Journal Marketing, and Journal of Advertising Research.
He is the author of the book “Social Media Marketing: Theories Applications” (2014) . Before joining Hull, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain.