Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2014/15 Module Cap
Tied to N2K307
Tied to N5K107
Tied to N6K107
Tied to N1KY07
Tied to N2K507
Tied to N5K407
Tied to N1N107
Tied to N6K207
Tied to N5K507


  • None.


  • None.

Excluded Combination of Modules



  • 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 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:
  • 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.
Subject-specific Skills:
  • To have acquired the advanced technical skills needed to develop, implement and manage an ethical and responsible social marketing programme.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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

  • The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
  • The summative assessment of the module is 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
Video content, directed reading, self-assessed assignments and guidance for further reading 150
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written assignment, based on a social marketing project 3000 words (max) 100% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

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