Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)

Module BUSS40815: Social Marketing

Department: Economics, Finance and Business (Business) [Queen's Campus, Stockton]

BUSS40815: Social Marketing

Type Tied Level 4 Credits 15 Availability Available in 2010/11 Module Cap None.
Tied to N5K309


  • None


  • None

Excluded Combination of Modules

  • None


  • To enable students to critically develop a systematic understanding of social marketing strategy, principles and techniques for the development of behavioural change programmes and interventions


  • The module covers four inter-linked areas:-
  • I. Development of Social Marketing
  • History and origins of modern social marketing
  • Philanthropy, propaganda and persuasive communications
  • Philosophical underpinnings
  • II. Disciplinary Approaches to Behavioural Change
  • Behaviour Analysis and Behaviour Change
  • Behavioural Economics
  • Marketing/Management
  • Psychology
  • III. Social Marketing Process
  • Situation Analysis
  • Segmentation, Targeting and Positioning for Social Marketing
  • Barriers, Benefits and Competition
  • The 4 Ps in Social Marketing
  • Social Marketing Promotion
  • Evaluating, Planning and Budgeting
  • Social Marketing Ethics
  • IV. Fields of Application
  • Crime and Anti-Social Behaviour Prevention
  • Education
  • Environmental Conservation
  • Health and Well-being
  • Not-for-profit and Charities Marketing
  • Social Problems/Issues

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • Have a critical understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
  • have a critical appreciation of the disciplinary origins of, and the key theoretical approaches associated with, the development of behavioural change programmes
  • have acquired a systematic framework with which to develop, initiative, evaluate and manage a social marketing initiative
Subject-specific Skills:
  • By the end of the module students will:
  • be able to develop social marketing goals and objectives
  • be able to undertake research on the social marketing environment
  • be able to undertake modelling of behavioural change
  • be able to develop a social marketing “mix”
  • be able to apply techniques for pre-testing and testing of marketing skills
  • be able to apply a range of techniques for planning, budgeting and marketing control
  • be able to implement a social marketing campaign
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

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

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The summative assessment of the module, by individual written assignment and poster presentation, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills to develop a social marketing plan

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 80%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment based around the development of a social marketing plan 2500 words 100% same
Component: Poster presentation Component Weighting: 20%
Element Length / duration Element Weighting Resit Opportunity
Individual poster presentation linked to written assignment 500 words 100% same

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