Psychology for Non-Profit and Social Marketing
PROF. PAOLO ANSELMI
COURSE AIMS
The course intends to offer:
– a picture of the applications of the concepts and tools of the non-profit and
social marketing sector;
– an analysis of the characteristics and recent developments of marketing and
“social” communication;
– a picture of the outlook for corporate “social” marketing in the context of the
model of the Corporate Social Responsibility (ethical marketing, green
marketing, sustainable marketing).
COURSE CONTENT
1. The specific characteristics of non-profit and social marketing as regards the
definition of the profile and the segmentation of the reference market, analysis
of the positioning of non-profit associations, definition of the optimal
positioning, the strategies and tools for communication and fund raising.
2. The attitudes of Italians when faced by the current offer of non-profit
organizations (empirical evidence from qualitative-quantitative research).
3. The objects of social communication (public bodies, non-profit organizations,
companies, Pubblicità Progresso) and their recent communication strategies.
4. The psychological aspects of social communication and the psychological
theories applied to social communication.
5. Assessment of social communication campaigns: questions of method and case
studies.
6. Ethical marketing, social marketing, sustainable marketing: the themes, tools,
reference targets.
7. CSR models and the implications for the communication of the company.
8. Tools for communication of the social responsibility of the company: il codice
etico, the Statement of Sustainability, Cause Related Marketing, the partnership
with non-profit associations.
READING LIST
A. BOLLO, Il marketing della cultura, Carocci, Roma, 2012.
F.R. PUGGELLI-R. SOBRERO, La comunicazione sociale, Carocci, Roma, 2010.
N. CERANA, Comunicare la responsabilità sociale, F. Angeli, Milano, 2004.
TEACHING METHOD
Lectures in the lecture room, presentation and discussion of case studies, presentations
by external experts.
ASSESSMENT METHOD
Oral exam.
NOTES
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice
board.