Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2018/2019
Belonging course: 
Course of Master's Degree Programme on MOVEMENT SCIENCES FOR PREVENTION AND WELLBEING
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
6
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
48

Language

Italian

Course description

The course illustrates the way in which marketing techniques can be effectively applied to initiatives of social interest carried out by public subjects or non-profit organizations, with a focus on social communication campaigns for health.

Prerequisites

Knowledge of the principles of Economics and business management

Syllabus

The course illustrates the way in which marketing techniques can be effectively applied to initiatives of social interest carried out by public subjects or non-profit organizations, with a focus on social communication campaigns for health.
Knowledge and ability to understand. The student must demonstrate that he understands the importance of marketing actions in initiatives to promote correct lifestyles
Ability to apply knowledge and understanding. The student must demonstrate that he has acquired the conceptual, methodological and applicative skills of marketing in relation to public utility issues, with particular reference to the promotion of health, sustainable development and lifestyles.
Autonomy of judgment. The student must be able to critically evaluate the different situations presented by the teacher during the examination and to be able to apply what has been learned about the promotion of health through the development of marketing strategies.
Communication skills: The student must have the ability to present and argue any works using a technical language, but simple and easy to understand for the interlocutors.
Learning skills: The student must be able to continuously update himself, acquiring the ability to deepen his knowledge in the marketing sector, with particular focus on social marketing, through the consultation of texts and publications (also in English).

PRE-REQUIREMENTS

Knowledge of the principles of Economics and business management
COURSE CONTENT

Introduction to marketing: definition, fundamental elements and evolution of the concept. Marketing orientation: actors and purposes. From marketing to social marketing. The protagonists of the market: definition and evolution of the concepts of social need and product. Strategies and marketing plans: objectives and tools for a strategy. Social marketing and areas of application. Social marketing in public health. Social marketing and communication for health: similarities and differences. The phases of social marketing: analytical phase, operational phase, strategic phase and verification phase. The maneuver of the levers of the marketing mix. Social marketing and new media.

DIDACTIC METHODS

Lectures, group discussions, case analysis. At the beginning of the course the experimentation is planned in interactive work groups with specific teaching materials.

LEARNING PROCEDURE METHOD
The verification of learning uses an oral test. The objectives of the verification concern both the correct understanding of the recommended readings and the capacity for reflective appropriation of the methods and concepts learned.
REFERENCE TEXTS
Il marketing sociale dei servizi alla persona. Autori: Gioacchino Lavanco, Serenella Pisciotta. Carocci Editore.

Introduction to marketing: definition, fundamental elements and evolution of the concept. Marketing orientation: actors and purposes. From marketing to social marketing. The protagonists of the market: definition and evolution of the concepts of social need and product. Strategies and marketing plans: objectives and tools for a strategy. Social marketing and areas of application. Social marketing in public health. Social marketing and communication for health: similarities and differences. The phases of social marketing: analytical phase, operational phase, strategic phase and verification phase. The maneuver of the levers of the marketing mix. Social marketing and new media.

Teaching Methods

Lectures, group discussions, case analysis. At the beginning of the course the experimentation is planned in interactive work groups with specific teaching materials.

Textbooks

Il marketing sociale dei servizi alla persona. Autori: Gioacchino Lavanco, Serenella Pisciotta. Carocci Editore.

Learning assessment

The verification of learning uses an oral test. The objectives of the verification concern both the correct understanding of the recommended readings and the capacity for reflective appropriation of the methods and concepts learned.

More information

Ability to apply knowledge and understanding. The student must demonstrate that he has acquired the conceptual, methodological and applicative skills of marketing in relation to public utility issues, with particular reference to the promotion of health, sustainable development and lifestyles.
Autonomy of judgment. The student must be able to critically evaluate the different situations presented by the teacher during the examination and to be able to apply what has been learned about the promotion of health through the development of marketing strategies.
Communication skills: The student must have the ability to present and argue any works using a technical language, but simple and easy to understand for the interlocutors.
Learning skills: The student must be able to continuously update himself, acquiring the ability to deepen his knowledge in the marketing sector, with particular focus on social marketing, through the consultation of texts and publications (also in English).