Module BUSS3231: SOCIAL MARKETING

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS3231: SOCIAL MARKETING

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• Social Marketing applies commercial marketing principles and technologies to the field of social change. Social marketing has been particularly successful in influencing health and social behaviours in fields such as HIV/AIDS prevention and childhood immunisation, but is also being used in areas such as criminal justice, environmental protection and promotion of sustainable lifestyles. Social marketers also use their insights into how marketing operates to research and critique the activities and effects of commercial marketing on public well-being and society at large.
• The module aims to enable students to consider the scope of commercial marketing techniques for social change campaigns – specifically it aims to:
• determine what is the nature of exchange in social marketing. • examine various marketing theories and how these can be applied to social marketing.
• identify how well current models derived from the private sector address the salient issues of social marketing
• consider how social marketing might be used to promote behaviours that bring social benefits.
• review the effects of marketing on society.
• determine to what extent can social causes be more successfully advanced through applying the principles of marketing analysis, planning and controls to problems of social change.
• address worldly, collaborative & action mindsets.

Content

• Definition and Domain of Social Marketing
• Social Marketing Theory
• Social marketing and behaviour modification
• Social and environmental marketing
• Communicating social and environmental performance
• Public Policy; Communications, Public Consultation
• Social Marketing and Public Policy Communication
• Social Marketing, Message Management and Media Strategies
• Strategic Social Change Campaigning
• Social Marketing Mix: Creation & communication of Value
• Environments, Publics and Stakeholders
• Application of Marketing to Social Behaviours (Environmental marketing, Tobacco regulation, commercial freedom and smoking cessation programmes, Campaigns designed to promote moderation in alcohol consumption and the use of fear appeals, Use of marketing to promote other social behaviours, such as donation behaviour)
• Marketing’s Effect on Society (Advertising of prescription medicines, advertising of “fast food” to children, consumer deception

Learning Outcomes

• Demonstrate a detailed understanding of how social marketing theory has evolved, differences between social marketing theories, and limitations affecting these theories.
• Demonstrate a detailed understanding of marketing’s role in contemporary social debates.
• Understand the process of adapting commercial marketing tools and techniques into social marketing environments.
• Recognise the differences between government marketing, political marketing, and social marketing.

• Discuss and criticise the arguments about the moral responsibilities of contemporary organisations for managing social and environmental impacts.
• Explore the composition of social marketing campaigns; examine how these campaigns operate for individual, community and general public benefit without directly benefiting the organisation.
• Apply skills in critical analysis that enables them to evaluate social marketing theory and practice.
• Demonstrate an understanding of the ways in which insights from social marketing may contribute to social policy.

• Time management
• Interpersonal and teamworking skills
• Oral presentation skills
• Critical thinking and analysis
• Ability to communicate effectively in writing on specialised subject areas

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

• Teaching will be via lectures, discussing the key conceptual and theoretical ideas in social marketing. These ideas will be put into practice in group-work, supported by surgery sessions and specialist tutorials. Strong emphasis is placed on group participation developing the students’ inter-personal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises. Formative assessment is by means of seminar exercises. Summative assessment is by means of one written individual report and one group seminar presentation/poster.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Seminar exercises.

■ 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