Social Marketing Capstone Project

Start Date: 07/05/2020

Course Type: Common Course

Course Link: https://www.coursera.org/learn/social-marketing-capstone

About Course

Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy. Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will learn to harness the full power of social marketing to grow provable market share and build stronger relationships with your high value markets. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. In this Capstone you will use the practical skills that you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy. 2016 Capstone Schedule: 1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),

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Course Introduction

Social Marketing Capstone Project In the Capstone you will have an opportunity to deploy your social marketing strategy with a partner company. You will analyze how innovation in the social marketing industry is impacting both consumers and businesses. You will evaluate the social marketing mix and the strategic integration of marketing with other businesses and businesses, and you will analyze how this impact is felt by consumers. You will analyze how your strategy aligns with the strategic goals, strategies, and objectives of the consumer. You will also evaluate how the consumer perceives the social marketing mix, the strategic integration of marketing with other businesses and businesses, and how this perception of social marketing impacts personal decision making. You will need to have some advanced knowledge of marketing, the consumer, and business. You should be able to explain the strategic aspects of marketing and how they relate to other businesses and businesses. You should also be able to differentiate the different marketing channels and differentiate the different marketing strategies that are likely to work for you given your business. You should also know how to benchmark your product or service against competitors, which will allow you to compare your products and services to those of other businesses.Introduction to Capstone Social Marketing and Innovation Reinventing Marketing: Customer Needs and Strategic Integration Measuring Up: Strategic Integration with Other Businesses Social Capital: Resources for Early Stage Private Equity Partners In this course, you’ll gain a basic understanding of the concept of

Course Tag

Social Media Marketing Social Media Budget Planning

Related Wiki Topic

Article Example
Social marketing Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues.
Social marketing Increasingly, social marketing is being described as having "two parents"—a "social parent", including social science and social policy approaches, and a "marketing parent", including commercial and public sector marketing approaches. Recent years have also witnessed a broader focus in social marketing beyond the influences on and changing individual behaviour, to socio-cultural and structural influences on social issues. Consequently, social marketing scholars are beginning to advocate for a broader definition of social marketing, beyond behavioural change, which is equally concerned with the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing programs.
Social marketing Social marketing uses the benefits of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its "primary focus on social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing.
Social marketing In recent years there has been an important development to distinguish between "strategic social marketing" and "operational social marketing".
Social marketing Social marketing has the primary aim of "social good", while in "commercial marketing" the aim is primarily financial. Although social marketing is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification. Commercial marketers can still contribute to achievement of social good.
Social marketing The next milestone in the evolution of social marketing was the publication of "Social Marketing: An Approach to Planned Social Change" in the "Journal of Marketing" by Philip Kotler and Gerald Zaltman. Kotler and Zaltman coined the term 'social marketing' and defined it as "the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research." They conclude that "social marketing appears to represent a bridging mechanism which links the behavior scientist's knowledge of human behavior with the socially useful implementation of what that knowledge allows."
Capstone course A capstone course, also known as capstone unit serves as the culminating and usually integrative experience of an educational program. A capstone course, unit, module or subject in the higher education context may also be referred to as a capstone experience, senior seminar (in the U.S.), or final year project or dissertation (more common in the U.K.).
Capstone Program In 2006, the FAA integrated the Alaskan Capstone project into the national Automatic Dependent Surveillance – Broadcast (ADS–B) program.
Social marketing Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key government policy papers have adopted a strategic social marketing approach. Publications such as "Choosing Health" in 2004, "It's our health!" in 2006 and "Health Challenge England" in 2006, represent steps to achieve a strategic and operational use of social marketing. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it. Most of the social workers are professionally trained for this task.
Social marketing Social marketing seeks to develop and integrate marketing concepts with other approaches, to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory as well as audience and partnership insight.
Social marketing In 2006, Jupitermedia announced its "Social Marketing" service, with which it aims to enable website owners to profit from social media. Despite protests from the social marketing communities over the perceived hijacking of the term, Jupiter stuck with the name. However, Jupiter's approach is more correctly (and commonly) referred to as social media optimization.
Social marketing In recent years, the concept of strategic social marketing has emerged, which identifies that social change requires action at the individual, community, socio-cultural, political and environmental level, and that social marketing can and should influence policy, strategy and operational tactics to achieve pro-social outcomes.
Social marketing On a wider front, by 2007, government in the United Kingdom announced the development of its first social marketing strategy for all aspects of health. In 2010, the US national health objectives included increasing the number of state health departments that report using social marketing in health promotion and disease prevention programs and increasing the number of schools of public health that offer courses and workforce development activities in social marketing.
Social pull marketing Social Pull Marketing is the adaptation of the traditional Push–pull strategy marketing concepts to Social Media Websites. It utilizes the traditional Pull concept for a new way of Social Media Marketing. To get a basic understanding of what Social Pull Marketing is, just think of people friending you rather than you friending people.
Social marketing These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing.
Social media marketing To integrate social networks into their marketing strategies, companies have to develop a marketing model. In a marketing model (SNeM2S) based on social networks is provided. The model includes the following steps:
Capstone Publishers Capstone imprints contain fiction and nonfiction titles. Capstone also has digital products (myON, Capstone Interactive Library, CapstoneKids FactHound and PebbleGo) and services (CollectionWiz and Library Processing).
Social marketing As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase.
Social marketing Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims. This can be very important but should not be confused with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation to topics relevant to social good (e.g., health, sustainability, recycling, etc.). For example, a 3-month marketing campaign to encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourages a long-term behavior change that benefits society. It can therefore be considered social marketing.
Social marketing Other social marketing can be aimed at products deemed, at least by proponents, as socially unacceptable. One of the most notable is People for the Ethical Treatment of Animals (PETA) which for many years has waged social marketing campaigns against the use of natural fur products. The campaigns' efficacy has been subject to dispute.