Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)

Module BUSI42J15: Managing Social Marketing Campaigns (Executive)

Department: Economics, Finance and Business (Business)

BUSI42J15: Managing Social Marketing Campaigns (Executive)

Type Tied Level 4 Credits 15 Availability Available in 2010/11 Module Cap None.
Tied to N1KB17
Tied to N1KD17


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • The module will begin with a broad overview of social marketing; however the main focus will be on the operational level. The specific aims are therefore as follows:
  • To provide a comprehensive introduction to the development and theoretical underpinnings of contemporary social marketing practice
  • To develop an in-depth understanding of the principles of campaign development within a social marketing context, from initial conceptualisation and research through to creative execution and project management
  • To equip students with a set of transferable campaign management skills, applicable in both social and commercial marketing contexts


  • Social marketing – origins, development, nature and scope
  • The social marketing planning process
  • Developing a campaign concept
  • Environmental and situational analysis
  • Audience segmentation, profiling and targeting
  • Audience research and profiling
  • Theories of behavioural change
  • The social marketing mix
  • Developing a creative execution
  • Developing and costing a social marketing campaign
  • Managing social marketing communications
  • Implementing, managing and evaluating a social marketing programme

Learning Outcomes

Subject-specific Knowledge:
  • a detailed understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
  • a critical appreciation of the potential of social marketing campaigns to facilitate changes in behaviour that benefit the individual, community or society at large
Subject-specific Skills:
  • Specialised skills in the following areas:
  • developing social marketing goals and objectives
  • researching the social marketing environment
  • segmenting and profiling target audiences
  • modelling behavioural change
  • developing a social marketing “mix”
  • pre-testing and test marketing
  • developing a creative execution
  • planning, budgeting and control
  • campaign management and evaluation
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; interpretation of data; computer literacy

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The summative assessment will be a written assignment based around the development of a social marketing plan, and a linked poster presentation. These will test students’ understanding of the taught material and their acquisition of, and ability to apply, relevant specialised skills.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of lectures, groupwork, case studies and discussion) 28
Preparation and Reading 122
Total 150

Summative Assessment

Component: Written assignment Component Weighting: 80%
Element Length / duration Element Weighting Resit Opportunity
Written assignment based around the development of a social marketing plan 3000 words maximum 100%
Component: Poster presentation Component Weighting: 20%
Element Length / duration Element Weighting Resit Opportunity
Poster presentation linked to written assignment N/A 100%

Formative Assessment:

Team-based exercises developing a social marketing plan

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University