The MEKK Public Lecture on Social Marketing Approach and the Efforts to Reduce the Spread of Covid-19
Hana Fajria – Public Relations of FEB UI
Depok – (25/11/2020) The Magister of Population and Labor Economics (MEKK) program, Faculty of Economics and Business, Universitas Indonesia, held a Public Lecture webinar with the topic “Social Marketing Approach and the Efforts to Reduce the Spread of Covid-19”. This event presented Salahudin Muhidin, Ph. D, a lecturer at Macquarie University and a senior researcher at the Demographic Institute of FEB UI as a resource person, and moderated by Euis Ratna Sari, a student of class 2020, on Wednesday (11/25/2020).
Salahudin explained on Social Marketing, by quoting Kotler, P., & Zaltman, G. (1971), Social Marketing: An Approach to Planned Social Change, Journal of Marketing, “Social marketing is the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product, planning, pricing, communication, distribution, and marketing research (Kotler and Zaltman, 1971).
“Social Marketing is not a marketing strategy that aims for profit or creating shareholder value. It focuses on applying and using marketing principles, concepts and techniques to accomplish social interests, which are designed to influence target audiences to voluntarily change behavior, for the good and interests of individuals and society,” explained Salahudin.
The social marketing approach in the 4Ps, consists of Product, what we are selling, that is the expected behavior and the benefits resulting from that behavior. Price, the cost that refers to what consumers do to obtain the social marketing products. Place, where and when the target market will perform the expected behavior, obtain related tangible objects and receive related services, and Promotion, persuasive communication designed and carried out for the audience.
To reduce the transmission of Covid-19, prevention and promotion focus on how to deal with population behavior in avoiding the transmission of Covid-19, and use that behavior to practice better and healthier habits, while at the same time keeping the environment safer, such as the 3M Movement (wearing masks, washing hands and keeping your distance). (hjtp)
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