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 Module Cap
Tied to N1DM07
Tied to N1D707
Tied to N1D807
Tied to N1D907
Tied to N1D507


  • 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:
    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 met through a combination of learning material, self assessed exercises and a formative assignment on key topical issues, together with guided reading.
  • On the DL MA Programme each module is delivered in discrete Units which are equivalent to a lecture session. A DL Unit normally consists of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading.
  • Each student is allocated a Tutor for each Module. The Tutor is tasked with providing feedback on formative work and is available for individual consultation as necessary. Tutoring is normally provided at a distance and may be conducted by email, telephone, post or fax.
  • The DL Programme also offers annual residential seminars which provide the opportunity for DL students to interface with members of Faculty, meet Tutors and to interact with other students.
  • 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
Units 9 108
Tutorials 5
Preparation and reading 37
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written assignment, based on a social marketing project 3000 words (max) 100%

Formative Assessment:

Written assignment of 1,500 words (maximum)

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