Module BUSI4V915: PRACTISING SOCIAL MARKETING

Department: Business School (Business)

BUSI4V915: PRACTISING SOCIAL MARKETING

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 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

• To have a grounded understanding of the theoretical underpinnings of social marketing and its principal fields of application.
• To have a critical appreciation of the potential role of social marketing strategies in addressing social and health-related issues that have underlying behavioural bases.

• To have acquired the advanced technical skills needed to develop, implement and manage an ethical and responsible social marketing programme.

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

• The learning outcomes will be achieved through a combination of lectures, guided reading, individual exercises and group discussion of case studies.
• The assessment of the module, by written assignment, is designed to:
• test the aquisition and articulation of knowledge;
• test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Student presentations, case study preparation.