Marketing in a Social Context

The science of marketing can be used for more than selling products and making a profit.  Actually, it can be used to bring about political and social change and improve the world we live in.


Raising awareness for good and bad behaviours, encouraging membership and engaging volunteers, and driving political or social change requires regular value-added marketing tactics. It is also rather essential to consider ethical and moral implications when promoting your scope to your audience.

35 minutes

This lesson will take you approximately 35 minutes to complete, that is, if you just follow the explanations.

50 minutes

With additional reading material, this lesson should take you about 50 minutes to complete.

60 minutes

With additional reading and a review of the advanced concepts, it should take you closer to 1 hour to complete.

The three learning elements of this lesson are:

  • Understanding the concept of Demarketing in a general and selective perspective
  • Exploring volunteering and fundraising in a non-profit setting
  • Realising the importance of ethical and appropriate marketing practices
social media, social, marketing
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