Inhoud
Inleiding .................................................................................................................................................... 3
H1: the role and contributions of social marketing ................................................................................. 5
Paper: 50 years of social marketing – seeding solutions for the future............................................... 7
Recap evolutie SM .............................................................................................................................. 13
H2: social marketing principles .............................................................................................................. 14
Wat is sociale marketing?................................................................................................................... 14
Social marketing theory and practice................................................................................................. 16
Up, mid and downstream social marketing ....................................................................................... 17
Developing a new concept of social marketing.................................................................................. 18
Moving towards Strategic Social Marketing ....................................................................................... 19
H3: Strategic Social Marketing ............................................................................................................... 21
Complex social behavioral challenges ................................................................................................ 21
The role and responsibilities of politicians, public insititution and planners .................................... 22
Wat is strategic social marketing? ...................................................................................................... 22
Defining marketing strategy ............................................................................................................... 23
The strategic social marketing mindset.............................................................................................. 24
Defining strategic social marketing .................................................................................................... 25
Social marketing as central aspect in social programme planning .................................................... 26
Coherence and integration of social marketing in policy ................................................................... 27
H4: Systems social marketing ................................................................................................................. 28
Systeemdenken definiëren ................................................................................................................. 28
Wat is kritisch systeemdenken? ......................................................................................................... 30
Belang van systeemdenken ................................................................................................................ 32
Aan systeemdenken doen .................................................................................................................. 33
Systeemtheorie .................................................................................................................................. 36
Conclusie H4 ....................................................................................................................................... 39
H5: kritische sociale marketing .............................................................................................................. 39
Concurrentieanalyse .......................................................................................................................... 40
Kritisch sociale marketingonderzoek.................................................................................................. 42
Van commerciële naar structurele concurrentie ............................................................................... 42
Reflectie/kritisch debat binnen SM .................................................................................................... 43
Kritiek op commerciële modellen .................................................................................................. 44
Kritische reflectie binnen SM ......................................................................................................... 45
Kritische reflexiviteit ........................................................................................................................... 46
,H6: Planning and designing social marketing interventions .................................................................. 47
Guide to planning a social marketing intervention: STELLA model ................................................... 48
H7: Creating value in social marketing ................................................................................................... 52
H8: The social marketing contribution to social programme design ..................................................... 55
Social marketing and social policy ...................................................................................................... 56
Generating and selecting social policy ............................................................................................... 56
Social marketing and social programme desgin ................................................................................. 57
H10: applying behavioural theory and science in social marketing ....................................................... 61
Individual level theories ..................................................................................................................... 62
Interpersoonlijke level theories.......................................................................................................... 71
Social ecological and systems theories .............................................................................................. 74
H11: research perspectives and social marketing .................................................................................. 75
Onderzoek binnen strategische sociale communicatie ...................................................................... 75
Onderzoeksparadigma‘s ..................................................................................................................... 75
Reflexiviteit ......................................................................................................................................... 78
H12: kwalitatief onderzoek en sociale marketing .................................................................................. 80
Kwalitatieve methoden ...................................................................................................................... 80
H13: kwantitatief onderzoek en sociale marketing................................................................................ 83
Kwantitatieve methoden .................................................................................................................... 84
Onderzoek in strategische sociale communicatie .............................................................................. 87
H14: social marketing’s contribution tot he big behavioural influence toolbox .................................... 88
Behavioural economics ...................................................................................................................... 89
Behavioural science VS social marketing ........................................................................................... 91
H15: the social marketing intervention mix ........................................................................................... 92
Marketing mix .................................................................................................................................... 93
Sociale marketing en 4P’s ................................................................................................................... 93
Social marketing intervention tools, techniques and strategies ........................................................ 95
Flexibele sociale marketingmix .......................................................................................................... 95
Case: from bites to likes ....................................................................................................................... 104
Case: klimaat ........................................................................................................................................ 106
Case: Unia ............................................................................................................................................. 107
Strategische communicatie .............................................................................................................. 107
Case: 11.11.11 ...................................................................................................................................... 108
Case: kinderopvangzaak ....................................................................................................................... 110
Crisis in de kinderopvang: kroniek van aangekondigde problemen ................................................ 110
Het verzet groeit: met baby’s en peuters als actiemiddel in het Vlaams Parlement ....................... 112
, Kinderopvang 101 ............................................................................................................................ 112
Nieuwe voorrangsregels via programmadecreet december 2023................................................... 114
De kinderopvangzaak coalitie (ongezien in grootte en diversiteit) .................................................. 114
Succesformule .................................................................................................................................. 116
Examen ................................................................................................................................................. 117
Inleiding
21 oktober en 4 november verplichte aanwezigheid voor gastcolleges!
Lesopnames slechts 1 week beschikbaar.
Boek!
Reflectiemoment 9/12: voorbeeldvragen, vragen uit forum.
Inhoud:
- Verkenning op hoe marketingprincipes strategisch kunnen worden toegepast om positieve
sociale gedragsverandering te bevorderen.
- Theoretische inzichten in relatie tot praktische toepassingen.
- Sociale marketing:
o Basisprincipes.
o Rol en meerwaarde.
o Modellen voor gedragsverandering.
o Interventies voor prosociaal gedrag.
o Duurzaamheid/gezondheid/risicogedrag/etc.
Werkvormen:
- Opnames 1 week beschikbaar.
- Gastcolleges door communicatiespecialisten uit het vakgebied.
o 21 oktober en 4 november verplichte aanwezigheid.
- Begeleide zelfstudie: zelfstandig verwerken van aangereikte leerstof.
o BV. case-based learing.
Handboek:
, - Belang vh boek.
o Lessen en slides = kerninfo.
o Boek = leidraad en ondersteuning.
- Aanvulling op boek.
o Studies besproken in les.
o Casestudies die in de les aan bod komen.
o Gastsprekers.
- Alles in boek is te kennen tenzij anders vermeld tijdens lessen.
Schriftelijk examen:
- Deel open vragen.
- Deel mc vragen.
- Casestudie.
- Theoretisch en toepassing.
- Reflectiemoment 9/12.
Inleiding .................................................................................................................................................... 3
H1: the role and contributions of social marketing ................................................................................. 5
Paper: 50 years of social marketing – seeding solutions for the future............................................... 7
Recap evolutie SM .............................................................................................................................. 13
H2: social marketing principles .............................................................................................................. 14
Wat is sociale marketing?................................................................................................................... 14
Social marketing theory and practice................................................................................................. 16
Up, mid and downstream social marketing ....................................................................................... 17
Developing a new concept of social marketing.................................................................................. 18
Moving towards Strategic Social Marketing ....................................................................................... 19
H3: Strategic Social Marketing ............................................................................................................... 21
Complex social behavioral challenges ................................................................................................ 21
The role and responsibilities of politicians, public insititution and planners .................................... 22
Wat is strategic social marketing? ...................................................................................................... 22
Defining marketing strategy ............................................................................................................... 23
The strategic social marketing mindset.............................................................................................. 24
Defining strategic social marketing .................................................................................................... 25
Social marketing as central aspect in social programme planning .................................................... 26
Coherence and integration of social marketing in policy ................................................................... 27
H4: Systems social marketing ................................................................................................................. 28
Systeemdenken definiëren ................................................................................................................. 28
Wat is kritisch systeemdenken? ......................................................................................................... 30
Belang van systeemdenken ................................................................................................................ 32
Aan systeemdenken doen .................................................................................................................. 33
Systeemtheorie .................................................................................................................................. 36
Conclusie H4 ....................................................................................................................................... 39
H5: kritische sociale marketing .............................................................................................................. 39
Concurrentieanalyse .......................................................................................................................... 40
Kritisch sociale marketingonderzoek.................................................................................................. 42
Van commerciële naar structurele concurrentie ............................................................................... 42
Reflectie/kritisch debat binnen SM .................................................................................................... 43
Kritiek op commerciële modellen .................................................................................................. 44
Kritische reflectie binnen SM ......................................................................................................... 45
Kritische reflexiviteit ........................................................................................................................... 46
,H6: Planning and designing social marketing interventions .................................................................. 47
Guide to planning a social marketing intervention: STELLA model ................................................... 48
H7: Creating value in social marketing ................................................................................................... 52
H8: The social marketing contribution to social programme design ..................................................... 55
Social marketing and social policy ...................................................................................................... 56
Generating and selecting social policy ............................................................................................... 56
Social marketing and social programme desgin ................................................................................. 57
H10: applying behavioural theory and science in social marketing ....................................................... 61
Individual level theories ..................................................................................................................... 62
Interpersoonlijke level theories.......................................................................................................... 71
Social ecological and systems theories .............................................................................................. 74
H11: research perspectives and social marketing .................................................................................. 75
Onderzoek binnen strategische sociale communicatie ...................................................................... 75
Onderzoeksparadigma‘s ..................................................................................................................... 75
Reflexiviteit ......................................................................................................................................... 78
H12: kwalitatief onderzoek en sociale marketing .................................................................................. 80
Kwalitatieve methoden ...................................................................................................................... 80
H13: kwantitatief onderzoek en sociale marketing................................................................................ 83
Kwantitatieve methoden .................................................................................................................... 84
Onderzoek in strategische sociale communicatie .............................................................................. 87
H14: social marketing’s contribution tot he big behavioural influence toolbox .................................... 88
Behavioural economics ...................................................................................................................... 89
Behavioural science VS social marketing ........................................................................................... 91
H15: the social marketing intervention mix ........................................................................................... 92
Marketing mix .................................................................................................................................... 93
Sociale marketing en 4P’s ................................................................................................................... 93
Social marketing intervention tools, techniques and strategies ........................................................ 95
Flexibele sociale marketingmix .......................................................................................................... 95
Case: from bites to likes ....................................................................................................................... 104
Case: klimaat ........................................................................................................................................ 106
Case: Unia ............................................................................................................................................. 107
Strategische communicatie .............................................................................................................. 107
Case: 11.11.11 ...................................................................................................................................... 108
Case: kinderopvangzaak ....................................................................................................................... 110
Crisis in de kinderopvang: kroniek van aangekondigde problemen ................................................ 110
Het verzet groeit: met baby’s en peuters als actiemiddel in het Vlaams Parlement ....................... 112
, Kinderopvang 101 ............................................................................................................................ 112
Nieuwe voorrangsregels via programmadecreet december 2023................................................... 114
De kinderopvangzaak coalitie (ongezien in grootte en diversiteit) .................................................. 114
Succesformule .................................................................................................................................. 116
Examen ................................................................................................................................................. 117
Inleiding
21 oktober en 4 november verplichte aanwezigheid voor gastcolleges!
Lesopnames slechts 1 week beschikbaar.
Boek!
Reflectiemoment 9/12: voorbeeldvragen, vragen uit forum.
Inhoud:
- Verkenning op hoe marketingprincipes strategisch kunnen worden toegepast om positieve
sociale gedragsverandering te bevorderen.
- Theoretische inzichten in relatie tot praktische toepassingen.
- Sociale marketing:
o Basisprincipes.
o Rol en meerwaarde.
o Modellen voor gedragsverandering.
o Interventies voor prosociaal gedrag.
o Duurzaamheid/gezondheid/risicogedrag/etc.
Werkvormen:
- Opnames 1 week beschikbaar.
- Gastcolleges door communicatiespecialisten uit het vakgebied.
o 21 oktober en 4 november verplichte aanwezigheid.
- Begeleide zelfstudie: zelfstandig verwerken van aangereikte leerstof.
o BV. case-based learing.
Handboek:
, - Belang vh boek.
o Lessen en slides = kerninfo.
o Boek = leidraad en ondersteuning.
- Aanvulling op boek.
o Studies besproken in les.
o Casestudies die in de les aan bod komen.
o Gastsprekers.
- Alles in boek is te kennen tenzij anders vermeld tijdens lessen.
Schriftelijk examen:
- Deel open vragen.
- Deel mc vragen.
- Casestudie.
- Theoretisch en toepassing.
- Reflectiemoment 9/12.
