Social marketing recognises that neither government nor education alone can solve the
growing range of complex and multifaceted social policy issues facing societies around
the world. Social marketing is about behavioural change for the good of the individual and
society, combining individual factors with institutional, organisational and policy variables.
Social marketing is, potentially, extremely compatible with and benefi cial to science communication
outreach. This paper discusses ways in which social marketing can enhance the
management of science communication outreach as a means to engaging citizens and mobilising
a science-orientated public, thereby advancing the smart economy in Ireland.