Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)

Module BUSI44P15: Practising Social Marketing (Block Taught)

Department: Business School (Business)

BUSI44P15: Practising Social Marketing (Block Taught)

Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap None.
Tied to N5K107
Tied to N2K307
Tied to N6K107
Tied to N1KY07
Tied to N1DN07
Tied to N1DP07
Tied to N1DM07
Tied to N1D707


  • None.


  • None.

Excluded Combination of Modules

  • Practising Social Marketing (Distance Learning)


  • 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 or behavioural change 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:
  • On completion of the module students should have:
  • a grounded understanding of the theoretical underpinnings of social marketing and its principal fields of application;
  • 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:
  • By the end of the module, students should have:
  • acquired the advanced technical skills needed to develop, implement and manage an ethical and responsible social marketing programme.
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

  • Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
  • The summative assessment of the module involves the development of a social marketing plan, designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of taught input, groupwork, case studies and discussion), timetabled in blocks 24
Preparation and reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report, based on the development of a social marketing plan 3000 words 100% Same

Formative Assessment:

Group-based discussions and case study 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