- Apresentar e discutir as diferenciações entre o marketing tradicional e o marketing social.- Familiarizar o aluno com trabalhos acadêmicos na área de marketing social.- Mostrar aos alunos a aplicabilidade do conceito e técnicas de marketing social.- Apresentar como os conceitos de marketing tradicional são utilizados em marketing social.
A disciplina abordará o conceito, as características e a aplicação do marketing social.
- Conceitos e características do marketing social.- Diferenças com outros conceitos de marketing (societal, responsabilidade social, marketing social corporativo; marketing institucional).- Características e fases de um planejamento de marketing social.- Planos de marketing social nas áreas de saúde (doenças sexualmente transmissíveis, anemia), redução da violência, sustentabilidade, atividades físicas, doação de órgãos.
1a. ANDREASEN, A., 1994 - Social marketing> its definition and domain; Journal of Public and Policy and Marketing. v. 13. n. 1 pp. 108-14.1b. Edson Coutinho da, MINCIOTTI. Silvio Augusto. Marketing Social: Uma Análise de sua aplicação às Políticas Públicas de Saúde em São Bernardo do Campo. ENANPAD, 2008.2A. McDERMOTT, laura. A systematic review of social marketing effectiveness. Health Education. V. 107. n. 2, 2007. pp. 126-191.2b. VIEIRA, Francisco Giovanni David; HIGUCHI, Agnaldo Keiti; SCHNEIDER-DE-OLIVEIRA, Rosemeri; CORRÊA, Patricia Soares Azoline. Marketing Social corporativo: estado-da-arte e proposição de um modelo conceitual. ENANPAD, 2007.3a. ANDREASEN, A. marketing social marketing in the social change marketplace. Journal of Public and Policy and Marketing. v. 21. n. 1. pp. 3-13, 2002.3b. Mendonça, Patrícia; Schommer, paula Chies. O Marketing e sua relação com o Social: dimensões conceituais e estratégicas e o caso de duas organizações em interação. ENAMPAD. 2000.4a. HASTINGS, Gerard. Relational Paradigms in Social Marketing, Journal of Macromarketing, Vol. 23. N. 1. p. 6-15. June 2003.5. HASTING, G.B.; MacFAYDEB, L. and ANDERSON, S. (2000). Whose behavior it is anyway? The broader potential of social marketing: Social Marketing Quaterly, V. VI, n. 2 pp. 46. 58.6. FONTES, Miguel. marketing Social - Novos Paradigmas. Rio de Janeiro: Campus. 2008. Capítulo 1; 4. 6; 7.7. DARROW, William, W.; BIERSTEKER, Susan. Short Term Impact Evaluation of a Social Marketing Campaign to Prevent Syphilis Among Men Who Have Sex with Men. American Jourbal of Public Health. Vol. 98. N. 2 February, 2008.8. ELOUNDOU-ENYEGUE, Parfait M.; MEEKERS, Dominique, Calves, Anne Emmanuèle. From awareness to adoption: the effect of aids education and condom social marketing pn condom use in Tanzania (1993-1996), Journal of Biosociology Science; 37, p. 257-268; 2005.9. CONNER, Ross F.; TAKAHASHI, Lois; ORTIZ, Eloy; ARCHULETA, Eduardo; MUNIZ, Juan; RODRIGUEZ, Julio. The SOLAAR HIV prevention program for gay and bissexual Latin men: using social marketing to build capacity for service provision and evaluation. AIDS Education and prevention; 17(4); p. 361-374. 2005.10. ICARD, Larry D.; BOURJOLLY, Joretha N.; SIDDIQUI, Nushima. Designing Social Marketing Strategies in icrease African Amercian access ti health promotion programs. Health & Social Work; 28; 3. p. 214-223; August, 2003.11. OSHFSKY, Alisa M.; ZIVE, Michelle M.; SCIKARU, Rosana; ZUNIGA, Maria. Promoting HIV risk awareness and testing in Latinos living on the US - Mexico border: the Tu no me conoces social marketing campaing. AIDS Education and Prevention, 19 (5); p. 422-435. 2007.12a. KANAL, Koum; BUSCH-HALLEN, Jennifer. CAVALLI-SFORZA, Tommaso; CRAPE, Byron; - SMITASIRI, Suttilak. Weekly iron -Folic Acid Supplements to prevent Anemia among Cambodian Women in three settings: Process and outcomes of social marketing and community mobilization. Nutrition Review, vol. 63, n. 12, December, 2005. p. 126-133.12b. THACKERAY, Rosemary; NEIGER, Brad L. - Use of Social Marketing to Develop Culturally Innovative Diabetes Interventions. Diabetes Spectrum Volume 16, Number 1, 20033.13. MATSUDO, V.S.; ANDRADE, D.; ARAUJO, T.; ANDRADE, E; DE OLIVEIRA, L.C.; BRAGGION,, G., 2002. promotion of physical activity in a developing country: the Agita São Paulo experience. Public Health Nutrition, v. 5, n. 1A. Special Issue, pp. 253-61.14. GOLDBERG, G.; MARVIN, E.; FISHBEIN, MARTIN. MIDDLESTADT, SUSAN E. Social Marketing - Theoretical Perspectives. Routledge, 1997. Capítulo 19 - Reducing the level of violence in Hockey.15. GOLDBERG, G.; MARVIN, E.; FISHBEIN, MARTIN. MIDDLESTADT, SUSAN E. Social Marketing - Theoretical Perspectives. Routledge, 1997. Capítulo 21 - Adversiting and its role in Organ Donation.16. PHIPPS, Marcus; BRACE-GOVAN, Jan. From right to Responsibility: Sustainable change in water consumption. Journal of Public Policy & Marketing. Fall 2011. Vol. 30. N. 2. P. 203-219.17. NEIGER, B.L.; THACKERAY, R.; MERRIL, R.M.; MINER, K.M.; LARSEN, L.; CHALKLEY, C.M. - the impact of social marketing on fruit and vegetalble consumption and physical activity among public health employees at the Utah Department of Health Social Marketing Quaterly, v. 7, pp. 9-28. 2001.