Social Marketing

Major: Sociology
Code of subject: 6.054.02.E.063
Credits: 6.00
Department: Sociology and Social Work
Lecturer: Assoc. Yatsyshyn Uliana
Semester: 7 семестр
Mode of study: денна
Мета вивчення дисципліни: Study of methodological bases and technologies of marketing activities in the field of social security, principles of social responsibility and competence.
Завдання: Ability to apply knowledge in practical situations. The ability to act socially responsibly and consciously. Ability to learn and master modern knowledge. The ability to operate the basic categorical and conceptual apparatus of sociology. Ability to master and use basic classical and modern sociological theories. Ability to understand the specifics of marketing approaches, solutions and tools.
Learning outcomes: Use the conceptual apparatus of sociology in educational, research and other areas of professional activity. Understand the history of sociology, its modern concepts and theories, the main problems. Apply the provisions of sociological theories and concepts to the study of social change in Ukraine and the world. Explain the patterns and features of development and functioning of social phenomena in the context of professional tasks. Communicate fluently in state and foreign languages orally and in writing on professional matters. Be able to use information and communication technologies in the process of searching, collecting and analyzing sociological information. Substantiate their own position, make and argue independent conclusions based on research and analysis of professional literature. Be able to develop a program of sociological research. Have the skills to collect social information using quantitative and qualitative methods. Present the results of their own research to professionals and non-specialists. Conceptual scientific and practical knowledge. Critical understanding of theories, principles, methods and concepts in the field of professional activity and / or training. In-depth cognitive and practical skills, mastery and innovation at the level required to solve complex specialized tasks and practical problems in the field of professional activity or training. Data collection, interpretation and application. Communication on professional issues, including in a foreign language, orally and in writing. Forming judgments that take into account social, scientific and ethical aspects. Organization and management of professional development of individuals and groups. Ability to continue learning with a significant degree of autonomy.
Required prior and related subjects: prerequisites: • Public administration, public opinion and self-government processes in Ukraine. co-requisites: • Visual sociology. • The problem of crime and its regulation in the community. • Reputation management in public relations. • Management consulting.
Summary of the subject: The course is designed to acquaint students with the specifics of using marketing mechanisms to organize the functioning of the social sphere, effective "selling" of social services, and the application of social marketing in the activities of social services and organizations. For this purpose, the following teaching methods are provided: lectures, practical classes, consultations, as well as the performance of individual research tasks by students. The program provides for the consolidation of lecture material in practical classes using interactive teaching methods. The program also reflects the hours and tasks of independent work of the student, his individual control work and writing final tests. The subject logically fits into the list of other disciplines provided for obtaining a particular specialty.
Опис: The concept of sustainable development and the concept of social responsibility. Background and history of social marketing. The essence of the concept of socially responsible marketing. Social security marketing planning. Marketing research in the social sphere. Development of social marketing complex. Technologies for the promotion of socially significant products. Marketing communications. Management of social marketing. Involvement and development of the organization's resources. Marketing in non-commercial and non-production spheres: Ukrainian for foreign experience.
Assessment methods and criteria: work in practical classes (selective oral survey, reports, presentations), examination control (test control).
Критерії оцінювання результатів навчання: report (quality of knowledge – its completeness, depth, flexibility, systematicity, strength; correct use of conceptual and terminological apparatus; speech culture (literacy, logic and consistency of presentation); level of meaningfulness of knowledge – the ability to formulate independent evaluation judgments and theoretical conclusions), presentation ( compliance with the topic of the practical lesson; aesthetic design of the presentation; clear, concise report; ability to answer clarifying questions; references to sources).
Recommended books: Herasymiak, N. V. (2014). Sotsialno-vidpovidalnyi marketynh yak odna z peredovykh kontseptsii suchasnoho marketynhu. Zbirnyk naukovykh prats Lutskoho natsionalnoho tekhnichnoho universytetu, (14), 14. (in ukrainian) 2. Dielini, M. M. (2017). Sotsialnyi ta blahodiinyi marketynh u systemi sotsialno-ekonomichnoi vidpovidalnosti biznesu. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Ser.: Ekonomichni nauky, (27 (1)), 135-138. (in ukrainian) 3. Ivanov, S. V. (2018). Korporatyvno-sotsialna vidpovidalnist i sotsialno-etychnyi marketynh: problema vzaiemodii v sferi biznesu. Ekonomichnyi prostir, (133), 166-182. (in ukrainian) 4. Mitsura, O. O., & Provozon, Yu. M. (2011). Dosvid vykorystannia kompleksu sotsialno oriientovanykh marketynhovykh komunikatsii v Ukraini ta sviti. Marketynh i menedzhment innovatsii, (4 (2)), 147-154. (in ukrainian) 5. Panukhnyk, O. V., & Plekan, U. M. (2017). Sotsialnyi marketynh yak instrument pidvyshchennia konkurentozdatnosti pidpryiemstv. (in ukrainian) 6. Reshetnikova, I. L. (2018, November). Sotsialnyi i etychnyi marketynh: konflikt tsilei ta instrumentiv yikh dosiahnennia. Marketynh ta lohistyka v systemi menedzhmentu: tezy dopovidei XII Mizhnarodnoi naukovo-praktychnoi konferentsii (pp. 205-207). Vydavnytstvo Lvivskoi politekhniky. (in ukrainian)