Social Marketing: Advancing a New Planning Framework to Guide Programmes

Journal article


Akbar, M Bilal, Ndupu, Lawrence, French, Jeff and Lawson, Alison 2021. Social Marketing: Advancing a New Planning Framework to Guide Programmes. RAUSP Management Journal. https://doi.org/10.1108/RAUSP-08-2020-0186
AuthorsAkbar, M Bilal, Ndupu, Lawrence, French, Jeff and Lawson, Alison
Abstract

This paper develops and presents a new planning framework of social marketing, known as CSD-IES (Consumer Research, Segmentation, Design of the Social Programme, Implementation, Evaluation and Sustainability).
The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches.
The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme, and the need for explicit feedback mechanisms.
Research Implications – The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners, and researchers to develop, implement, and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources.
This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

KeywordsSocial Marketing; Behaviour Change; Framework; Principles; Planning; Sustainability; Ethics
Year2021
JournalRAUSP Management Journal
PublisherEmerald
ISSN2531-0488
Digital Object Identifier (DOI)https://doi.org/10.1108/RAUSP-08-2020-0186
Web address (URL)http://hdl.handle.net/10545/625805
hdl:10545/625805
Publication dates31 May 2021
Publication process dates
Deposited04 Jun 2021, 14:49
Accepted31 Mar 2021
ContributorsNottingham Trent University, University of Derby and Strategic Social Marketing Ltd, London
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