24762 Chap.13 Creating Value in Social Marketing
Creating Value in Social Marketing
Value as the goal
Week 12 argues that creating value for citizens, stakeholders and societies should be a core objective of social marketing, with citizens as co-creators and marketers as facilitators.
Domains and dimensions
Value sits in exchange, in use or in behaviour, and the lecture lists six dimensions: functional, economic, emotional, social, ecological and societal.
Co-creation and its limits
Co-discovery, co-design, co-delivery and co-interpretation create value with people, while poor experiences destroy it.
Assessment 3 asks you to say what social good means to you and how it creates value for stakeholders.
Caveats
Co-creation is high involvement and expensive, not everyone wants or is able to take part, marketers become facilitators rather than managers, and programmes must avoid pushing more responsibility onto people.
What this chapter covers
- 01
Value in exchange, use and behaviour
- 02
Sources of value
- 03
Six dimensions of value
- 04
Co-design, co-discovery and co-delivery
- 05
Value destruction
- 06
The mock job advert
- 07
Writing the personal statement
Worked example · free
Diagnose value destruction at a youth health clinic
- 1A clinical waiting room with no privacy destroys emotional value; add private check-in.
- 1Long unpredictable waits destroy functional value; offer text alerts when the room is ready.
- 1Opening hours that clash with work and study raise the cost; add evening sessions.
- 1Staff who seem judgemental destroy social value; train and reward frontline staff.
Key terms
- Value-in-Behaviour
- Value people do or do not gain from carrying out a behaviour, a domain that emerged from social marketing.
- Value Co-creation
- Citizens creating value with an organisation and shaping the experience to suit their own situation.
- Value Destruction
- Value lost when resources are misused, or when people disengage or do the reverse of what a programme intended.
- Societal Value
- Value from human effort that benefits society at large, beyond the person acting.
Creating Value in Social Marketing FAQ
What are the six dimensions of value?
Functional, economic, emotional, social, ecological and societal. The lecture links each to a motivation, for example functional and economic value are extrinsic and self-benefiting, while emotional value is intrinsic, and readings add others such as hedonic and altruistic value.
What is the difference between value-in-use and value-in-behaviour?
Value-in-use comes from services marketing and is the value experienced in using a service, such as a clinic visit. Value-in-behaviour emerged from social marketing and is the value people perceive in performing the behaviour itself, such as using energy efficiently.
How is value destroyed?
When resources, services or experiences are misused or misappropriated, or when people disengage or do the reverse of what a programme intended. Hastings and Domegan describe young adults with diabetes missing checks in waiting rooms with no privacy.
What does the Assessment 3 job advert ask for?
A poster or website with at least three examples of work linked to the role’s qualities, each with a short reason, and a statement of about 800 words on who you are as a marketer, what social good means to you and how it creates value for stakeholders.
What is value co-design?
Active participation and leadership from citizens in designing the products, services and experiences a programme offers. In Edinburgh’s Community Healthy Lifestyles programme, participants produced recipe cards and billboards and school children made a picture storybook about healthy living.
How is the personal statement rubric weighted?
The Canvas rubric lists social good and value at 7 points, artefacts at 8, cultural diversity and social justice at 8 and communication at 7, plus a program outcome row; the top artefact band requires every job criterion to be covered by at least one artefact.
What are the sources of value in a programme?
The lecture names three: the organisation, through information, interactions with staff and systems, and the environment such as a waiting room; the participant, through cognitive, behavioural and affective inputs; and third parties such as the media, social norms and community values.
Assessment move
List the six dimensions of value and, for each, one example from a programme you studied in this subject. Then pick the three artefacts for your personal statement and match each to a criterion in the job advert. Write the paragraph on what social good means to you last, once the artefacts show what you actually did.
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