BUSM095 - Social and Political Marketing - 2023/24

Two areas of non-commercial marketing that are essential for understanding today's society are social marketing and political marketing. Social marketing and political marketing differ from commercial forms of marketing in that they aim to market ideas and opinion, and change behaviour to improve society. Some might say that these two areas of non-commercial marketing are at the opposite ends of the spectrum when it comes to how they affect our lives - social marketing is a force for good in society, where individuals are made aware of the choices they make upon themselves and others; political marketing, on the other hand, is increasingly seen as a means of dividing communities and polarising opinion. However, this is only half the story, as the QMUL course in Social and Political Marketing demonstrates.