Module BUSI42J15: Managing Social Marketing Campaigns (Executive)

Department: Management and Marketing

BUSI42J15: Managing Social Marketing Campaigns (Executive)

Tied To

• N1KB17: Business Administration (see Postgraduate Handbook 2018-2019 for details)
• N1KD17: Business Administration [Finance] (No longer recruiting) (see Postgraduate Handbook 2010-2011 for details)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• The module will begin with a broad overview of social marketing; however the main focus will be on the operational level. The specific aims are therefore as follows:
• To provide a comprehensive introduction to the development and theoretical underpinnings of contemporary social marketing practice
• To develop an in-depth understanding of the principles of campaign development within a social marketing context, from initial conceptualisation and research through to creative execution and project management
• To equip students with a set of transferable campaign management skills, applicable in both social and commercial marketing contexts

Content

• Social marketing — origins, development, nature and scope
• The social marketing planning process
• Developing a campaign concept
• Environmental and situational analysis
• Audience segmentation, profiling and targeting
• Audience research and profiling
• Theories of behavioural change
• The social marketing mix
• Developing a creative execution
• Developing and costing a social marketing campaign
• Managing social marketing communications
• Implementing, managing and evaluating a social marketing programme

Learning Outcomes

• a detailed understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
• a critical appreciation of the potential of social marketing campaigns to facilitate changes in behaviour that benefit the individual, community or society at large

• Specialised skills in the following areas:
• developing social marketing goals and objectives
• researching the social marketing environment
• segmenting and profiling target audiences
• modelling behavioural change
• developing a social marketing “mix“
• pre-testing and test marketing
• developing a creative execution
• planning, budgeting and control
• campaign management and evaluation

• Written communication; planning, organising and time management; problem solving and analysis; interpretation of data; computer literacy

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 lectures, groupwork, case studies and discussion, supported by guided reading. The summative assessment will be a written assignment based around the development of a social marketing plan, and a linked poster presentation. These will test students’ understanding of the taught material and their acquisition of, and ability to apply, relevant specialised skills.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Team-based exercises developing a social marketing plan