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The Chinese University of Hong Kong
Physical inactivity, unhealthy diet, smoking, people nowadays are often living an unhealthy lifestyle. Education and the rule of law have been used in attempts to change people’s behaviour with limited success. Social marketing is a systematic planning process that utilizes commercial marketing techniques to change people’s behaviour and achieve social good. The primary difference between social and commercial marketing is that the ultimate goal for commercial marketing is financial gain, whereas for social marketing, it is societal gain.
This course will focus on the social marketing planning process, which includes scoping, target and behaviour selection, understanding of facilitators and barriers, and design of social marketing campaigns.
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