The course is based on the use of marketing principles to develop social marketing strategies and programs and to bring behavioral change for social good. Social marketing can be used to promote merit goods or to make a society avoid demerit goods and thus promote the well-being of society. It can influence behavior in four different ways according to Kotler & Lee (2012): 1) accept a new behavior 2) reject a potentially undesired behavior, 3) modify a current behavior 4) abandon an old undesired behavior.
- Teacher: Dr. Girma Tilahun