THE APPLICATION OF SOCIAL MARKETING IN SOCIAL WORK

Abstract

The paper presents the practical significance and application of social marketing in social work. Aimed at improving the quality of life for individuals and communities, social marketing and social work are closely connected. Social marketing, on the one hand, uses marketing techniques to change behavior, while social work, on the other hand, focuses on providing support in addressing issues such as poverty, crime, or social exclusion. By combining marketing strategies with the approach of social work, it is possible to create and implement social programs that meet the needs of users while also having an attractive element for target groups. This paper addresses social marketing as a tool that social workers can use in their professional practice to respond to complex social problems such as social exclusion or to create conditions for desirable (re)socialization and improved lives through education, prevention, and support. The purpose of the paper is to highlight the ideas and principles of social marketing and the importance of its implementation in social work, promoting socially responsible behavior and the prevention of deviance in society.