Кто читает:: Департамент социологии

Статус:: Курс по выбору

Когда читается:: 1-й курс, 3 модуль

Abstract

This course provides students with a systemic understanding of communication and promotion strategies aligned with a business’s social mission. Students will explore key marketing tools and approaches relevant to social projects, including audience segmentation, value-based branding, storytelling, digital marketing channels, and crowdfunding. Special emphasis is placed on ethical marketing, trust-building, and community engagement. Through case studies and project-based learning, students will develop the ability to create marketing campaigns that not only promote a product or service but also contribute to sustainable social change.

Learning Objectives

Understand the theoretical foundations of marketing for social entrepreneurship
Distinguish between commercial, nonprofit, and social enterprise marketing
Identify customer and beneficiary needs using human-centered approaches
Develop branding strategies for mission-driven organizations
Apply digital marketing tools to social enterprises
Evaluate marketing performance using quantitative and qualitative indicators
Design integrated marketing strategies for social enterprises operating in different cultural contexts

Expected Learning Outcomes

Understand the role of marketing within social entrepreneurship
Distinguish different organizational models
Identify stakeholders of social enterprises
Explain the relationship between marketing and social impact
Conduct stakeholder analysis
Develop customer personas
Apply empathy mapping
Identify stakeholder conflicts
Formulate value propositions
Distinguish economic and social value
Evaluate mission-market fit
Analyze brand identity
Evaluate mission consistency
Develop branding recommendations
Develop storytelling strategies
Communicate impact effectively
Evaluate ethical communication
Identify appropriate communication channels
Conduct digital marketing audits
Evaluate digital marketing strategies
Recommend improvements
Explain the role of communities in social entrepreneurship
Distinguish between audiences and communities
Develop stakeholder engagement strategies
Evaluate community-building practices in digital environments
Identify different fundraising models
Design donor communication strategies
Prepare crowdfunding campaigns
Evaluate fundraising effectiveness
Distinguish commercial and social marketing
Apply behavioural insights to marketing campaigns
Design behaviour change interventions
Critically evaluate social marketing campaigns
Select appropriate marketing KPIs
Evaluate marketing performance
Interpret impact indicators
Integrate marketing evaluation with social impact assessment
Analyse cross-cultural marketing challenges
Adapt communication strategies for international audiences
Evaluate global branding strategies
Design culturally appropriate marketing campaigns
Integrate marketing tools into a coherent strategy
Develop mission-driven marketing plans
Justify strategic marketing decisions
Present professional marketing recommendations.

Course Contents

Topic 1. Introduction to Marketing for Social Entrepreneurship
Topic 2. Understanding Customers, Beneficiaries and Stakeholders
Topic 3. Creating Social Value Propositions
Topic 4. Mission-Driven Branding
Topic 5. Storytelling and Social Impact Communication
Topic 6. Digital Marketing for Social Enterprises
Topic 7. Community Building and Social Media Engagement
Topic 8. Marketing for Fundraising and Crowdfunding
Topic 9. Behaviour Change and Social Marketing
Topic 10. Measuring Marketing Effectiveness and Social Impact
Topic 11. International Marketing and Cross-Cultural Communication
Topic 12. Developing an Integrated Marketing Strategy for Social Enterprises

Assessment Elements

Class Participation and Seminar Activities
Individual Marketing Case Analysis
Each student prepares an individual written analysis of the marketing strategy of an existing social enterprise.
Final Group Project: Integrated Marketing Strategy
Working in groups of 3–5 students, students develop a comprehensive marketing strategy for an existing or proposed social enterprise.
Project Presentation and Defense
Each group presents its integrated marketing strategy in a 15-minute presentation, followed by a 10-minute discussion.

Interim Assessment

2026/2027 3rd module
0.3 * Individual Marketing Case Analysis + 0.2 * Class Participation and Seminar Activities + 0.3 * Final Group Project: Integrated Marketing Strategy + 0.2 * Project Presentation and Defense

Bibliography

Recommended Core Bibliography

A framework for marketing management, Kotler, P., 2007
Building social business : the new kind of capitalism that serves humanity's most pressing needs, Yunus, M., 2011
Cumming, D., & Johan, S. A. (2020). Crowdfunding : Fundamental Cases, Facts, and Insights. Academic Press.
Digital Marketing : Strategy, Implementation and Practice, 5th ed., XXIX, 698 p., Chaffey, D., Ellis-Chadwick, F., 2012
Digital marketing analytics : making sense of consumer data in a digital world, Hemann, Ch., 2013
Digital marketing strategy : an integrated approach to online marketing, Kingsnorth, S., 2022
Fundraising management : analysis, planning and practice, Sargeant, A., 2010
Fundraising: principles and practice, Worth, Michael J., 2025
Gabriel, Y. (2000). Storytelling in Organizations: Facts, Fictions, and Fantasies. Oxford University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.oxp.obooks.9780198297062
Global marketing, Keegan, W. J., 2017
Guo, C., & Bielefeld, W. (2014). Social Entrepreneurship : An Evidence-Based Approach to Creating Social Value. San Francisco: Jossey-Bass. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=705924
Leveraging corporate responsibility : the stakeholder route to maximizing business and social value, Bhattacharya, C., 2011
Managing social businesses : mission, governance, strategy and accountability, Jager, U. P., 2010
Marketing 5.0 : technology for humanity, Kotler, P., 2021
Marketing management, , 2019
Marketing management, Kotler, Philip, 2006
New directions in social impact assessment : conceptual and methodological advances, , 2011
Page, R. E., & Thomas, B. (2011). New Narratives : Stories and Storytelling in the Digital Age. Lincoln: University of Nebraska Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=477164
Research in international marketing, , 2013
Social entrepreneurship : an evidence-based approach to creating social value, Guo, C., 2014
Social entrepreneurship : what everyone needs to know, Bornstein, D., 2010
Social marketing : improving the quality of life, Kotler, P., 2002
Social media marketing, Tuten, T. L., 2018
Stakeholder theory : impact and prospects, , 2011
Storytelling : branding in practice, Fog, K., 2005
The leader's guide to storytelling : mastering the art and discipline of business narrative, Denning, S., 2011
The SAGE handbook of social marketing, , 2011
This is service design doing : Applying Service Design Thinking in the Real World, , 2018
Understanding social enterprise : theory and practice, Ridley-Duff, R., 2011
Создание сильных брендов : Building strong brands, Аакер Д.А., Старов С.А., 2008

Recommended Additional Bibliography

Brent Dykes. (2020). Effective Data Storytelling : How to Drive Change with Data, Narrative and Visuals. Wiley.
Bridging horizons. Exploring social entrepreneurship in Malaysia and Russia, , 2025
Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010
Design thinking for business growth : how to design and scale business models and business ecosystems, Lewrick, M., 2022
Design thinking for the greated good : innovation in the social sector, Liedtka, J., 2017
Emarketing excellence : planning and optimizing your digital marketing, Chaffey, D., 2013
Ennico, C. R. (2015). The Crowdfunding Handbook : Raise Money for Your Small Business or Start-Up with Equity Funding Portals. New York: AMACOM. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=795578
Epic content marketing : how to tell a different story, break through the clutter, and win more customers by marketing less, Pulizzi, J., 2014
Getting beyond better : how social entrepreneurship works, Martin, R. L., 2015
Global marketing : a market-responsive approach, Hollensen, S., 2001
Guo, Chao, and Wolfgang Bielefeld. Social Entrepreneurship : An Evidence-Based Approach to Creating Social Value, John Wiley & Sons, Incorporated, 2014. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1637065.
Handbook of research methods on social entrepreneurship, , 2012
Hands-on social marketing : a step-by-step guide to designing change for good, Weinreich, N. K., 2011
Harvard Business Review, Michael E. Porter, A.G. Lafley, Clayton M. Christensen, & Rita Gunther McGrath. (2020). HBR’s 10 Must Reads on Strategy, Vol. 2 (with Bonus Article “Creating Shared Value” By Michael E. Porter and Mark R. Kramer). Harvard Business Review Press.
Higher ambition : how great leaders create economic and social value, Beer, M., 2011
How brands become icons : the principles of cultural branding, Holt, D. B., 2004
International marketing, Czinkota, M. R., 2011
Knaflic, C. N. (2015). Storytelling with Data : A Data Visualization Guide for Business Professionals. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1079665
Marketing management : a decision-making approach, Venugopal, P., 2010
Marketing management and communications in the public sector, Pasquier, M., 2012
Marketing management for nonprofit organizations, Sargeant, A., 1999
Marketing management, Kotler, P., 2006
Nathalie Henry Riche, Christophe Hurter, Nicholas Diakopoulos, & Sheelagh Carpendale. (2018). Data-Driven Storytelling. A K Peters/CRC Press.
Nonprofit marketing : marketing management for charitable and nongovernmental organizations, Wymer, W., 2006
Porter, M. E., & Kramer, M. R. (2011). Creating Shared Value. Harvard Business Review, 89(1/2), 62–77. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=56698455
Saving the media : capitalism, crowdfunding, and democracy, Cage, J., 2016
Social entrepreneurship and research methods, , 2014
Social marketing : influencing behaviors for good, Lee, N. R., 2011
Strategic Marketing, Cravens, D. W., 1997
Westman, P. J. (2012). “Playing with the Team”: The Development of Communities of Practice in a Digital Storytelling Project. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrac&AN=edsrac.260206

Authors

KUZINER EVGENIIA NIKOLAEVNA

Магистерская программа «Социальное предпринимательство и инновации»

Контакты

Социальные сети

Marketing in Social Entrepreneurship

Course Syllabus