Master of Management Studies (M.M.S) Social Marketing Syllabus - Mumbai University 2026
This is the M.M.S. syllabus under NEP 2020, in force from the academic year 2025-26: Semesters I and II from the revised circular and Semesters III and IV from the new one, both approved by the Academic Council on 20 May 2025. The earlier choice-based syllabus is still set alongside it for repeating candidates, so check which scheme your exam form names before you revise.
Loading syllabus...
Syllabus for Social Marketing
Course objectives
- 1 To introduce foundational concepts, principles, and strategies specific to social marketing.
- 2 To equip students with practical skills in designing and implementing social marketing campaigns.
- 3 To develop analytical capabilities for evaluating societal needs, behaviour change strategies, and campaign effectiveness.
- 4 To foster understanding of ethical considerations, stakeholder engagement, and social responsibility.
- 5 To cultivate strategic insights into contemporary challenges and opportunities in social marketing initiatives.
Course outcomes
- CO1: Understand the importance of social marketing in influencing Behaviours
- CO2: Apply concepts learnt to real life plans
- CO3: Analyse social marketing campaigns
- CO4: Evaluate the plan on Objectives, behaviours, cost, and ethical aspects
- CO5: Create a social marketing campaign based on concepts learnt
Unit 1 CO1 · 4 hours
Definition, difference from commercial marketing, non-profit marketing, value proposition of social marketing, impact on social issues
Unit 2 CO1, CO2 · 6 hours
Steps in developing a social marketing plan, marketing mix strategies, monetary and non- monetary costs,
Unit 3 CO2, CO3 · 6 hours
Analyzing the social marketing environment, purpose and focus of the plan, situations audit
Unit 4 CO2, CO3 · 6 hours
Segmentation, evaluation and selecting target audiences, variables for segmentation, criteria for evaluating segments, ethical issues in selecting target audiences
Unit 5 CO2, CO4 · 5 hours
Behavioural objectives, knowledge and belief objectives, campaign evaluation
Unit 6 CO2, CO3 · 4 hours
Target audience barriers, revision of target audiences, researching target audiences
Unit 7. CO3, CO4 · 6 hours
Developing a positioning statement, positioning focused on behaviour, barriers, benefits, competition; repositioning, branding
Unit 8. CO2, CO3 · 5 hours
Product platform, branding issues
Unit 9 CO2, CO3 · 4 hours
Pricing – monetary and non-monetary incentives and dis-incentives, pricing of tangible objects and services
Unit 10 CO2, CO3 · 4 hours
Managing distribution channels
Unit 11 CO3 · 4 hours
Promotion – creative brief, pretesting, messenger strategy
Unit 12 CO3, CO4, CO5 · 6 hours
Plan for monitoring and implementation, metrics to measure, cost, ethical evaluation of the plan; budgets and funding sources
Text Books
- 1 Nancy Lee, Philip Kotler. Social Marketing: Influencing Behaviours for Good. 4e. Sage Publications
- 2 Philip Kotler, Ned Roberto, Nancy Lee. Social Marketing: Improving the Quality of Life.2e. Sage Publications
Reproduced from the University of Mumbai syllabus for Master of Management Studies (Two Year), Semester III and IV, AC 20/05/2025, Item No. 7.11 (N), in force from the academic year 2025-26. Wording and unit numbering are as printed there. The PDF above is the syllabus's own page, unaltered.
The complete syllabus
This subject is cut from the University circular for its semester. Open a document here if you want the whole thing rather than a single subject.