Social change through marketing – The Hindu


Think of some iconic campaigns you remember: Dove Real Beauty, Digital India, Vicks India, Dabur India… What is common to all of these campaigns is good marketing to create social change. This is also called social marketing.

Management education plays a central role in changing an individual’s behavior and attitude. Teaching pedagogy, curriculum, and extracurricular activities that encompass social issues engage students through interactivity, creativity, and relevance using digital content. This improves receptivity to social marketing issues. The interdisciplinary and project-based learning environment at B schools helps to foster a sense of connection.

Today, consumers buy products from companies that care about the well-being of society and proactively engage in promoting their values ​​and beliefs. So how can B-Schools and business students be agents of social change?

Take advantage of the program

One way is to take advantage of the curriculum, which includes courses like “Integrated Marketing Communications,” “Advertising,” “Brand Management and Communications,” and more. Second, to use advertising that influences a consumer to bring about positive social change through its innate nature of “creating desire”. Management students can learn how to introduce other behavioral changes through social marketing campaigns and guide new audiences to adopt them.

Most management institutes have a “PR and Media Committee”, which covers their social events and boosts their visibility. Students can learn how to foster relationships with external stakeholders through public relations activities. They can learn how to create a brand voice by creating compelling stories. They must learn the importance of painting an inclusive story around the brand that can redefine common conversations and accelerate social acceptance. Another way is to use the Institute’s Marketing Club, which offers a platform for participation in inter- and intra-institute competitions such as debates, case studies, workshops, etc. This helps keep alive the spirit of positive social and environmental change and promotes peer learning. The social responsibility committee is also important because it attracts students who want to make a difference in society. For example, working with NGOs, helping underprivileged children and engaging with other causes will ensure that they are personally and professionally in tune with giving back to society.

These interventions offer a novel approach to educating and changing the behavioral intention and attitude of management students.

The author is Associate Professor in Marketing, Symbiosis Institute of Business Management, Bangalore


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