Class Marketing and Communication for Social Economy Organizations

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1.Introduction to Marketing Application of marketing in SEOs Differences between commercial & social marketing Value creation & stakeholder involvement 2.Market Segmentation & Target Audiences Audience identity & Characteristics Segmentation criteria & strategies Analysis of the environment & sector trends 3.Marketing Mix & Positioning Strategies Adaptation of product, price, distribution & communication Differentiation & strategic positioning Attracting & retaining the loyalty of beneficiaries, funders & partners 4.Integrated Communication Strategies aligned with the social mission Identity, branding & institutional reputation Transparency & communication of social impact 5.Digital Marketing & Community Involvement  Digital promotion & fundraising strategies Social media, storytelling, gamification 6.Impact Assessment & Sustainability Performance indicators & impact metrics Communication for sustainability & social responsibility Challenges & opportunities  

The Marketing and Communication for Social Economy Organisations course should adopt active and participatory teaching methodologies, combining theoretical and practical approaches. Interactive lectures allow the presentation of fundamental concepts and their contextualisation in the social economy sector. The use of case studies promotes critical analysis and the application of knowledge to real-life scenarios. Group work encourages collaboration and the development of marketing and communication strategies adapted to different organisations. Simulations and role-playing help to create effective campaigns. The use of digital tools and social networks allows you to explore innovative strategies and measure impact. Seminars with experts provide direct contact with industry practices. Continuous assessment, based on applied projects, guarantees learning in line with the real needs of social economy organisations.

Baker, M. J. (2005). Administração de marketing. Elsevier. Churchill, G. A., et al. (2013). Marketing: Criando valor para os clientes (13ª ed.). Saraiva. Clow, K. E., & Baack, D. (2015). Integrated advertising, promotion, and marketing communication (7th ed.). Pearson Prentice Hall. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 - Moving from traditional to digital. J. Wiley & Sons. Lee, N.R., Kotler, P., & Colehour, J. (2023). Social marketing: behavior change for good (7 th ed.). SAGE Publications. Moutinho, I. (2018). Worldwide casebook in marketing management. World Scientific Publishing Co Pte Ltd.