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Social Marketing: A Behavioural Change Rebel turning 50

May 28, 2021 @ 9:30 am - 10:30 am

Location: via Zoom, NUI Galway
Galway, Ireland

Organised by: Dr Christine Domegan

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Most of us recognise that everyday life today is not the same as it was a few months ago let alone a few years ago what with climate change, the pandemic, social inequalities, digital technologies, global markets and so much more.  It is a world shaped increasingly by collective as well as individual choice, and by systems, social and behaviour change all rolled into one. In this emerging complex world social marketing is a leading behavioural science already into a future of radical transformation. To meet the demands of our time, we must incorporate an “and” approach – citizens and stakeholders, citizens and society, citizens and systems, citizens and the planet into our way of doing and being.

Social marketing’s call to action is to get on board now, be the Change Catalyst in your life, your family and your community to open the door to a new sustainable world for all.


Digital technologies: communication tools or powerful mechanisms for change?

Ms Tina Flaherty

Competitor Analysis for Social Marketing: Due diligence and lessons from Porter.

Dr Maeve McArdle

Hosted by Dr Christine Domegan


Join us and our guest speakers on the 50th anniversary of Kotler and Zaltman’s (1971) famous Social Marketing paper as we hear about the latest developments in Social Marketing. Using behavioural and systems science, research evidence, practical insights, case studies and examples, this series of social marketing seminars with global experts explores the complex links between our environment, our health and wellbeing and our future.

Other dates in the series:

19 February – Professor Sharyn Rundle-Thiele & Professor Maria Raciti (click to watch the event back)

26 March – Dr Sarah Duffy, Prof Ann-Marie Kennedy (Click to watch the event back)

30 April – Dr Dmitry Brychkov, Dr Sinead Duane (Click here to watch the event back)


Tina Flaherty is a PhD candidate with the Applied Systems Thinking Group in the Whitaker Institute at the National University of Ireland, Galway.  Her thesis looks at the role of Facebook as a mechanism for behavioural change in the context of obesity and healthy lifestyles.  Her research interests relate to systems social marketing, social mechanisms, and digital technologies as strategic and operational components of social marketing.







Maeve Mc Ardle PhD is a Lecturer in the School of Business and Humanities at Dundalk Institute of Technology and Visiting Professor at Heilbronn University, Germany. An experienced lecturer and fundraiser with previous involvement in community volunteering. Maeve’s research interests lie in social marketing and the circular economy, sustainable consumption and the Sustainable Development Goals.