Equality and Gender-Based Violence in the University: a practical case of social marketing to implement in the framework of non-profit marketing studies

Resumen

This paper proposes a practical case to be incorporated in marketing courses and, more specifically, in courses of non-profit marketing and/or social marketing. From the social marketing model proposed by Mier-Terán (Igualdad y violencia de género, https://druidadelmarketing.com/violencia-de-genero/Apuntes-de-clase, 2017a; Un análisis de los resultados de las estrategias contra la violencia de género en España desde una óptica de marketing social, 2017b), the main goal is to present to university students with the necessary tools to develop a social marketing campaign: analysis and test of the problem, campaign focus, definition of goals and strategies and, finally, evaluation. The starting point for this is an applied case study, carried out within the University of Cádiz (Spain), which considers the problem of gender-based violence in the university context, with a specific focus on women university students.