Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2011/12 Module Cap None.
Tied to N1DU17
Tied to N1DR17
Tied to N1DU14
Tied to N1D417
Tied to N1D617
Tied to N1D414
Tied to N1D317
Tied to N1D217
Tied to N1D314


  • 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

  • The module is delivered in discrete Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post or fax).
  • The summative assessment is a written assignment based around a social marketing plan, to test students' understanding of key issues in social marketing practice and their ability to apply relevant specialised skills.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
DL Study Units (a combination of specially written material, directed reading, self-assessed assignments and guidance for further reading) 150
Total 150

Summative Assessment

Component: Written assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written assignment based around a social marketing plan 4,000 words maximum 100%

Formative Assessment:

Self-assessed exercises integrated into the distance learning materials.

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