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.
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
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
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||Appraise social issues and recommend appropriate and creative strategies that utilise marketing tools for change or adoption of positive social behaviour for the individual and the benefit of society at large||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
|2||Evaluate the issues faced by governments and non-profit organisations in influencing society's thinking and behaviour||Knowledge of a discipline||Communication and social skills||Cultural competence|
|3||Develop and apply the social marketing planning and evaluation process creatively to a practical situation and through this understand the important role of behaviour change in society||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
|4||Critique the use of marketing tools for social benefit. Where can marketing techniques be utilised to cause positive change and where not?||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
|5||Respond appropriately to cultural issues relating to social marketing.||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
- Lee, N & Kotler, P, 2015, Social Marketing: Influencing Behaviour for Good, 5th edn, Sage Publications, Thousand Oaks. ISBN: 9781452292144.
Teaching and assessment
|Lecture online 1 hour (12 weeks)|
|Literature review for the selected social issue||25%|
|Multi-media campaign (concept design + explanation)||25%|
|Social Marketing proposal||50%|
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2018 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.