Social marketing AS pedagogy

Purpose This study aims to share the use of social marketing as pedagogy and provide a transformative for educators. By this, authors mean same principles used by marketers improve well-being person or group are pedagogic tool bolster students’ learning understanding marketing. In described course, students asked choose one area their lives try change using concepts taught them in class. They then reflect on personal journey apply it others form plan. Design/methodology/approach The conceptual following evolution behavioural undergraduate course. Benchmark criteria discuss conceptualise pedagogy. take reflexive approach explore course development, motivations, assumptions activities expand approach. Findings Social suggests that behaviour is not just through content but also embedded throughout outcome. A can encourage individual asking critically own fully experience understand underpinnings implications this way, adopt outcome AS suggest experiential learning, including active reflexivity, able frame reference how they interpret world around them, regard complex issues, which may change. Originality/value As marketers, must only what teach (Kelly, 2013) them. Previous literature has provided any unique article provides first education – Transformative views present value three-pronged incorporating Interpretive Experiences, Experiences developing Praxis, includes elements feeding forward authentic assessment. contribution providing pedagogical goes beyond mere knowledge acquisition learning.