Narmada College of Management, Bharuch, Gujarat, INDIA

OMK 403- At MBA Full Time Semester -IV

OMK 601- At MBA Evening Semester - VI

Marketing of Social Services

Objectives:

The Course is designed to give an opportunity to acquire knowledge about the application of Marketing tool and techniques in the marketing socially desirable causes specially in the context developing country like India.

Course Contents:

Relevance of social services in a developing economy; applications of marketing in social services, e.g. health and family welfare, adult literacy programme, environment protection, social forestry etc.; socio-economic-cultural influences on beneficiary system; organising for marketing social services; beneficiary research and measurement of their perceptions and attitudes; planning and implementation of mass campaigns; beneficiary contact programme; use of print and electronic media in mass communication; diffusion of innovative ideas; geographical expansion strategies in mass contact programme; review and monitoring of making strategies of socially relevant programmes.

Suggested Readings :

Betsy, D Gelb and Ben, M. "Marketing is Everybody's Business Goodyear, Santa Monica (California)". 1972.
Gather, A and Warren, M D. "Management and Health Services" Pergamon Press, Oxford, 1977.
Hyenion, K E. "Ecological Marketing".. Columbus, Ohio 1976.
Jena, B and Pati R. "Health and Family Welfare Services in India". Ashish, New Delhi..1986.
Kotler, Philip and Roberto, Eduardo L. "Social Marketing : Strategies for changing Public Behaviour". Free Press, New Yourk, 1989.
Maitra, T. "Public Services in India". Mittal, New Delhi.1985.
Pena, J J and Posen B. ed :Hospital Quality Assurance". Aspen, Marykland. 1984.