Jul 21, 2017 Research papers

Which repsonsibilities and competencies of health education specialist can the social marketing theory be applied to. Explain.

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Principles of Social Marketing Theory

INSTRUCTIONS:

Health Communication and Advocacy Course: 1. Identify and describe the four main principles of social marketing theory. 2.Provide at least one example of how the social marketing theory can be applied to influence behavior in a healthy way and an unhealthy way. 3. Which repsonsibilities and competencies of health education specialist can the social marketing theory be applied to. Explain.

CONTENT:
Principles of Social Marketing TheoryNameInstitutionPrinciples of Social Marketing TheoryIntroductionSocial marketing theory is a model that employs concepts and strategies borrowed from commercial marketing to promote healthy and beneficial social behaviors, such as sexual abstinence in young people, responsible drinking, and cessation from drug abuse. Accordingly, social marketing theory argues that the aim of marketing is to have a positive influence on the target audience (consumers) by encouraging them to “voluntarily accept, reject, modify, or abandon a behavior for the benefit of the individuals, groups, or society as a whole” (Kotler, et al., 2002, qtd in Wymer & Basil, 2014, p. 58). In this regard, the goal of social marketing is to achieve a greater good for society. Social marketing borrows its major principles from the commercial sector, and they include the 4P’s of marketing: product, price, place, and promotion. However, these concepts are interpreted and applied in a way that overlooks the profit motive of commercial marketing. This is because the ultimate goal of social marketing is not to improve sales, but to achieve a positive behavior change in the target population. ProductProduct is the service or good being marketed. Whereas co...

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