Course Code: MK 211 • Study year: II • Academic Year: 2024-2025
Domain: Marketing • Field of study: Marketing
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Silvia - Stefania Maican
Seminar tutor: Silvia - Stefania Maican
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 42
Number of teaching hours per week: 3
Semester: Autumn
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 4

Course aims:

Students will learn to use specific social – political marketing concepts that they will use in their practice.
Applying some basic principles and methods for solving well defined problems and situations regarding social / political marketing under qualified assistance conditions;
Appropriate use of criteria for evaluating processes, concepts and theories regarding social / political marketing;
Elaboration of professional projects related to social and / or political marketing.

Course Entry Requirements:


Course contents:

1. Classic marketing and the social aspects of its intensive development 2. The characteristics of social marketing 3. The characteristics of political marketing 4. The emergence and development of social-political marketing 5. The external marketing environment of social and political organizations 6. The market of social and political organizations 7. Social-political marketing research - concept, particularities, area, typology, history, approach 8. Documentary study in social-political marketing 9. Qualitative research in social-political marketing 10. Quantitative research in social-political marketing 11. Social-political marketing strategies 12. Management of human, time and financial resources in social and political organizations 13. Social marketing and political marketing in the online environment 14. Evaluation of the marketing activities of social and political organizations

Teaching methods:

Lectures, Discussions, Study Cases, Campaign Examples

Learning outcomes:

- Ensuring the students with a minimum level of knowledge in social – political marketing - Application of basic principles and methods for solving problems and defined situations related to socio-political marketing - Appropriate use of the criteria for assessment of processes, concepts and theories of social and political marketing - Development of professional socio-political marketing projects

Learning outcomes verification and assessment criteria:

Written test examination - 60%, Verification during the semester (project) - 40%.

Recommended reading:

Lynne EAGLE; Stephan DAHL; Susie HILL; Sara BIRD; Fiona Spotswood; Alan TAPP, Social Marketing, Harlow: PEARSON EDUCATION LIMITED, UK, 2013, 130.
Kotler P., Roberto E.,, Social Marketing: Improving the Quality of Life, SAGE Publications, London, 2002, 450.
Andreasen Alan R.,, Marketing Social Change, Jossey-Bass Publisher, San Francisco, 1995, 350.
Trent S. Judith, Friedenberg V. Robert,, Political Campain Communication, Sixth Edition, Rowman & littlefield Publishers, Inc., Maryland, USA, 2008,
Kotler P., Andreasen A.,, Strategic Marketing for Nonprofit Organizations, Ed. Prentice-Hall,, Englewoods Cliffs, NY., 2003,