Social Marketing and Value Co-Creation
Social Marketing and Value Co-Creation
Although marketing has developed its theories, ideas, and methods mainly in corporate management, its theories, ideas, and methods are now being used in the social sphere and in the sphere of activities of public and non-profit organizations. For example, non-profit organizations, governments, hospitals, schools, and others are utilizing marketing ideas, know-how, and techniques developed through corporate management in order to more effectively and efficiently realize their missions and values. In addition, for-profit companies are evaluating their corporate activities from the perspective of "corporate social responsibility" and "value co-creation with society," and are building the foundations for sustainable activities. This marketing movement is collectively called "social marketing," and various practices and theories are being accumulated. In this research project, students who have learned the basic concepts, ideas, methods, and transition of social marketing will work on specific product development while conducting various surveys, research, and development activities with the support of government agencies, companies, and social welfare corporations with which they have cooperative relationships.