Course Information Undergraduate prospectus

Social Marketing

Course summary

Course code: MARK1148
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Mazia Yassim



This course aims to meet the requirements of the International Social Marketing Association, the European Social Marketing Association and the Australian Association for Social Marketing in the standards for a social marketing award at undergraduate level.
As a consequence the learning outcomes reflect those of the iSMA Academic Competencies issues in June 2014.
It develops students in their understanding and application of marketing theory and practice to social objectives. It aims to develop practical experience of planning a social marketing strategy and to nurture an appreciation of the wider social and political context of social marketing and behaviour change.

Learning outcomes

On successful completion of this course a student will be able to:

1 Demonstrate a clear understanding of social marketing and appreciation of other approaches to influencing behaviours and social change.
2 Identify, segment and select affected populations to prioritize and to select measurable behaviours of individuals, organizations and/or policy makers to influence.
3 Design and conduct situational analysis and research needed to understand current audience barriers, benefits, and competing behaviours and to select and apply relevant social marketing, behavioural, and social science theories, models, frameworks and research to inform development of a strategic social marketing plan.
4 Create an integrated social marketing strategy with consideration of appropriate tools and theory needed to influence a desired behaviour.
5 Design an evaluation plan, including a monitoring system to assure programs are on track to achieve goals and meet agreed quality and efficiency standards.
6 Document and communicate Social Marketing initiatives to colleagues and other stakeholders.

Indicative content

The principles of social marketing.
Planning frameworks.
Behaviour change theory; motivation, values, attitudes, behavioural economics, social values.
Researching social issues and behaviours.
Evaluation of social marketing.
Rethinking the marketing mix, competition.
Upstream social marketing, macro-social marketing and social engineering.

Teaching and learning activity

Lectures on key planning frameworks
Workshops on application of key frameworks and theory
A real-world social marketing brief
Small group seminars and workshops focusing on –
Research and evaluation
Developing the strategy
The social marketing mix
Group work on developing a plan
In-class, online and single group coaching
Group presentations of the plan to the ‘client’


Group Presentation - 30% weighting, 40% pass amrk, learning outcomes 2, 3 & 4. Outline Details - Presentation of a social marketing strategy. 1,000 words equivalent.

Individual reflective report - 70% weighting, 40% pass mark, learning outcomes 1 & 5. Outline Details - Reflective assessment of the group social marketing strategy. 3000 words.