Innovation in Social Marketing Advertising

The Unit will strengthen the integration of business and the community by educating, researching and applying social marketing contributing to long-term systemic positive change.

Social marketing

Social marketing applies the principles of marketing to assist in defining solutions to social and health problems. It uses marketing principles to encourage people to lead healthier individual and collective lifestyles.

Social marketing draws its body of knowledge from a variety of disciplines including psychology, anthropology, sociology, and communications to understand and influence the behaviours of both individuals and communities. It offers a logical and planned response to consumer oriented research, marketing analysis, market segmentation, the setting of objectives, and strategic planning.

Social marketing as a tool plays an active role in industry and community through its ability as a medium to assist organisations demonstrate corporate social responsibility, achieve cause related marketing objectives and enable organisations to report on their tripe/quadruple bottom line. While the underlying philosophies of these objectives varies, the common thread is the effectiveness of social marketing in achieving widespread, proactive and permanent change in individual and community behaviour.

Objectives research area

1. A coherent and logical overview of the intended program within a national and international context.
2. The director is a leading Curtin researcher and the program is represented by a strong team comprising researchers with significant track records who would assist in building the research capacity of several of the other Curtin participants listed in the program in the early stages of their research career.
3. Excellent publishing record of researchers associated with the program.
4. Highly successful record in attracting grant income.
5. Plans to recruit HDR students.
6. Relevance to business, government and the Australasian region.