FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

UNIT I INTRODUCTION 9
Social marketing - Definition - Scope and concept - Evolution of Social marketing - Need for Social
marketing - A comparative study between Commercial and Social marketing - Use of market research
- social change tools - Factors influencing Social marketing - Challenges and opportunities.
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UNIT II SOCIAL MARKETING PROCESS AND PLANNING 9
Introduction - Environment Monitoring - Social Class and self-efficacy - social capital - Social ecology -
Advocacy - A global phenomenon - Social marketing Process - Stages - Ethical considerations.
Planning - Formative Research in Social marketing. Analysis - Problem - Environment - Resource.
Segmentation - Motives and benefits - Sheth’s and Frazier’s attitude - behavior segmentation - Stage
approach to segmentation - Selecting target audiences - Cross cultural targeting - cultural and
individual tailoring.
UNIT III SOCIAL MARKETING MIX 9
Social marketing mix - policy - product - place - price - promotion - people - partnership.
Rating & Reviews - Virtual world - Using media in social marketing - Importance - effectiveness of
mass media in social marketing - Practical model for media use in social marketing - Advertisement -
Publicity - Edutainment - Civic or Public - Choosing media & methods.
Role of media in social marketing campaigns - planning and developing Social media campaigning –
Campaign vs Programme - Programme planning models – conceptual model Lawrence Green’s
PRECEDE-PROCEED model.
UNIT IV ETHICAL ISSUES AND CHALLENGES 9
Ethical principles - Codes of behaviour - Critics of social marketing - Critic of power imbalance in social
marketing - Criticism of unintended consequences - Competition in social marketing- Definition -
monitoring - countering competition - competition and principle of differential advantage - Internal
competition.
UNIT V TRENDS IN SOCIAL MARKETING 9
Future of Social marketing - setting priorities in social marketing - Repositioning strategies- Future of
Public sector – NGO – Private sector social marketing.
Social Media marketing - Importance - Big Brands & Small business - E mail marketing -Social Media
Tools –Marketing with Social network sites, blogging, micro blogging, podcasting with Podomatic