Marketing, Social Marketing and Marketing 3.0

label Diverse autorenew 2025-09-29, 17:01 history_edu Silviu Marinescu
The 3 waves of economics and the 3 waves of marketing o Participation society o Paradigm change and the emergence of spiritual values o Bottom-of-pyramid markets o New business models  Behavioral change and new business formats o Case studies  Social marketing o Social marketing and cause-related marketing o Social marketing plan Due to the new business scenario, firms are more and more reinventing their way of doing business. In the new business scenario, much has been written about the new competitiveness paradigm, the globalization phenomenon and the need for firms to accommodate these changes in their strategy. However, it is also true that we have been witnessing a constant quest to make the world a better place, and this quest is not an exclusive of individuals. It is more and more a mission assumed by organizations, whether profit or non-profit. This current trend keeps favoring the profitable satisfaction of consumer needs. This assertion remains untouchable. However, we have to add another feature in the equation: the social value creation, an argument that most of the times was considered a responsibility of governments and not of firms. According to

Period
05-07-2014 - 19-07-2014 (2 weeks)

Target group
Postgraduate group

Course aim
In this course, we expect students to develop a new mindset regarding firm's new attitudes towards the new societal role of marketing in society. We will expose them to concepts such as the difference between social and commercial marketing, cause-related marketing, marketing 3.0, bottom-of-pyramid markets, new frugalism, marketing against poverty, reverse innovation, co-creation, tribal marketing, viral marketing, social media, mass customization, etc.



Credits
1.5 ECTS credits

Course fee
EUR 650[Convert to USD]The cost of participation in the Summer School Poland.

Course leader
Susana Costa e Silva holds a PhD in Marketing from University College Dublin (Ireland). She got her MSc. in Economics from University of Porto (Portugal). She is currently a lecturer at Catholic University of Portugal (Porto), where she is the Perso

Wroclaw University of Economics
Address: ul. Komandorska 118/120
Postal code: 53-345
City: Wrocław
Country: Poland
Website: http://www.summerschool.pl/
E-mail: Joanna.Radomska@summerschool.pl
Phone: +48 713680209