Are We Teaching Social Marketing Properly?

The FedUni Journal of Higher Education, Vol. V, No. 3, pp. 48-62, August 2010

Posted: 27 Sep 2010

See all articles by Helena Alves

Helena Alves

Universidade da Beira Interior, Portugal

Emerson Mainardes

Universidade da Beira Interior, Portugal

Date Written: September 27, 2010

Abstract

Social marketing has experienced substantial growth over the last three decades and its utilization has spread into various domains of social and public life. However, certain barriers to its expansion do still remain. The proliferation of various definitions and the lack of consensus on what these definitions should contain have prevented its consolidation as an area of study. Since today’s students will be the upcoming marketers, it is important to analyze their understanding about the social marketing concept. In this sense, this research aims to understand the importance of social marketing as perceived by the marketing students and compares the perceptions of what is social marketing among undergraduate and master’s degree marketing students.

Suggested Citation

Alves, Helena and Mainardes, Emerson, Are We Teaching Social Marketing Properly? (September 27, 2010). The FedUni Journal of Higher Education, Vol. V, No. 3, pp. 48-62, August 2010. Available at SSRN: https://ssrn.com/abstract=1683291

Helena Alves (Contact Author)

Universidade da Beira Interior, Portugal ( email )

Portugal

Emerson Mainardes

Universidade da Beira Interior, Portugal ( email )

Portugal

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