Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)


Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Available in 2019/20 Module Cap
Tied to N1KS17
Tied to N1KR17
Tied to N1N317
Tied to N1N417


  • None.


  • None.

Excluded Combination of Modules



  • 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


  • 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

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

  • 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: Written assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written assignment based around a social marketing plan 4,000 words maximum 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