Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2017-2018 (archived)


Department: Business School (Business)


Type Tied Level 3 Credits 20 Availability Available in 2017/18 Module Cap Location Durham
Tied to N201
Tied to N203
Tied to N207
Tied to NN12
Tied to N205
Tied to N208
Tied to N500
Tied to N506
Tied to N508
Tied to N501
Tied to N505
Tied to N507
Tied to N509
Tied to N510
Tied to N511


  • Integrated Marketing Communications (BUSS22181) OR Consumer Psychology (BUSS2191) OR Strategic Brand Management (BUSS2141)


  • None.

Excluded Combination of Modules

  • None.


  • 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.
  • determine to what extent social causes can be more successfully advanced through applying the principles of marketing analysis, planning and controls to problems of social change.


  • History and Development of Social Marketing
  • Definition and Domain of Social Marketing
  • Ethics in Social Marketing
  • Analysing the Social Marketing Environment
  • Audience Research and Segmentation
  • Upstream social marketing
  • Social marketing and behaviour modification
  • Theories of behaviour change (stages of change theory, social cognitive theory, exchange theory and the theory of planned behaviour)
  • The social marketing mix
  • Social marketing communications
  • Social Marketing, Message Management and Media Strategies
  • Implementation and monitoring of social marketing campaigns
  • Application of Marketing to Social Behaviours (Environmental marketing, Tobacco regulation, 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, piracy, etc)

Learning Outcomes

Subject-specific Knowledge:
  • 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.
Subject-specific Skills:
  • 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.
Key Skills:
  • 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 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

Activity Number Frequency Duration Total/Hours
Lectures 20 1 per week 1 hour 20
Seminars 8 4 in term 1, 4 in term 2 1 hour 8
Preparation, fieldwork and Reading 172
Total 200

Summative Assessment

Component: Individual Assignment Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
Report 3000 words max 100% Same
Component: Group Assignment Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Group presentation 20 minutes presentation 100% Individual assignment

Formative Assessment:

Seminar exercises to prepare students for the summative components. The exercises tackle each element of the Social Marketing plan, and allow students to understand the theoretical concepts and apply them to realistic scenarios.

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