Unit description

Applies marketing skills to social issues faced by non-profit and government organisations. Explores the nature of social marketing and approaches to marketing causes, behaviour modification programs and other activities that can be adopted to benefit society. Students design innovative marketing programs to influence and modify behaviour to the advantage of society.

Unit content

Topic 1: Introduction to social marketing  and the social marketing planning process

Topic 2: Understanding the social marketing environment

Topic 3: Understanding your target markets and the importance of theoretical frameworks

Topic 4: Identification of behavioural objectives & new paradigms for marketing 

Topic 5: Developing and implementing social marketing campaigns: Crafting a desired positioning and creating the product offering

Topic 6: Developing and implementing social marketing campaigns: Understanding price and place 

Topic 7: The communication toolkit for social marketing - relationships and social networks

Topic 8: Managing social marketing programs

Topic 9: Philanthropy, sponsorship, grant writing and volunteer recruitment

Topic 10: Ethics and debates in social marketing

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

Learning outcomes and graduate attributes

Prescribed texts

Session 1

  • Lee, N & Kotler, P, 2015, Social Marketing: Influencing Behaviour for Good, 5th edn, Sage Publications, Thousand Oaks. ISBN: 9781452292144.
Prescribed texts may change in future study periods.

Teaching and assessment


Teaching method
Lecture online 1 hour (12 weeks)
Literature review for the selected social issue25%
Multi-media campaign (concept design + explanation)25%
Social Marketing proposal50%

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information


Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2018 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees


Please check the international course and fee list to determine the relevant fees.