Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)


Department: Economics, Finance and Business (Business)


Type Open Level 4 Credits 15 Availability Available in 2010/11 Module Cap None.
Tied to N1K807


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide a comprehensive introduction to social marketing, its historical origins and its theoretical bases.
  • To develop an interdisciplinary framework with which to identify, understand, develop and critically evaluate social marketing interventions.
  • To equip the student with both a conceptual and a practical foundation in social marketing campaign development..


  • Social change, social problems, and the development of social marketing;
  • Social marketing strategies - objectives, planning, and operational considerations;
  • Defining the target audience and the growing role of social market segmentation;
  • Developing and refining the "social marketing mix";
  • Principles of behavioural intervention - a marketer's perspective;
  • Predicting and shaping human behaviour - stimulus, reward and contingency approaches
  • Designing and implementing a behaviour management programme;
  • Fields of social marketing intervention - health, education, crime, not-for-profit ventures, environmental and social problems, etc;
  • Issues in social marketing - ethics, funding, social responsibility, politics, abuses, and controversies;
  • Evaluating social marketing practices.

Learning Outcomes

Subject-specific Knowledge:
  • To have a grounded understanding of the theoretical underpinnings of social marketing and its principal fields of application.
  • To have a critical appreciation of the potential role of social marketing strategies in addressing social and health-related issues that have underlying behavioural bases.
Subject-specific Skills:
  • To have acquired the advanced technical skills needed to develop, implement and manage an ethical and responsible social marketing programme.
Key Skills:
    Enhanced skills of: written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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

  • The learning outcomes will be achieved through a combination of lectures, guided reading, individual exercises and group discussion of case studies.
  • The assessment of the module, by written assignment, is designed to:
  • test the aquisition and articulation of knowledge;
  • test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 9 weekly 2 hours 18
Seminars 4 fortnightly 1 hour 4
Preparation & Reading 128
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written assignment, based on a social marketing project 2,500 words (max) 100%

Formative Assessment:

Student presentations, case study preparation.

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