Module BUSI44P15: Practising Social Marketing (Block Taught)

Department: Business School (Business)

BUSI44P15: Practising Social Marketing (Block Taught)

Tied To

• N1D707: Marketing (Distance Learning) (For students entering before January 2009) (see Postgraduate Handbook 2011-2012 for details)
• N1DM07: Management (Distance Learning) (For students entering before January 2009) (see Postgraduate Handbook 2011-2012 for details)
• N1DN07: Management (distance learning) (for students entering between January 2009 - September 2010) (see Postgraduate Handbook 2011-2012 for details)
• N1DP07: Marketing (distance learning) (for students entering between January 2009- September 2010) (see Postgraduate Handbook 2011-2012 for details)
• N1KY07: Entrepreneurship (Part-time)
• N2K307: Management (Part-time)
• N5K107: Marketing (Part-time)
• N6K107: Human Resource Management (Part-time)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• 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.

Content

• 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

• 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.

• 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.

• 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

Summative Assessment

Formative Assessment

Group-based discussions and case study exercises.