Applying Marketing for Social Change - 2017

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Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: No
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP3
  • Availability for 2018: SP3
  • Assessment: Invigilated Exam (50%) , Project (30%) - Learn more

Unit provided by

2017 Fees
Domestic 1,324.00
HECS 1,324.00
International 1,574.00

Societies around the world are faced with a diverse range of social problems to do with health, safety and the environment. Many of these social problems are the result of the behavioural choices that people make in their everyday lives, for example, drinking, drug taking, smoking and littering. Finding solutions to these problems is a challenge for governments and non-profit organisations. Increasingly, social marketing is utilised to address many of these problems. This unit examines how marketing principles and techniques can influence individual voluntary behaviours for the benefit of the target audience as well as society.

At the completion of this unit students will be able to understand:

  1. social marketing and its role in addressing social change
  2. the theoretical foundations underpinning social marketing
  3. how adaptation of social marketing techniques can be utilised to enhance social wellbeing
  4. the ethical considerations in social marketing.
  • Invigilated Exam (50%)
  • Project (30%)
  • Quiz (20%)
For more information on invigilated exams see Exams and results

There are no prerequisites for this unit.

Note: Level 3 units normally assume a moderate level of prior knowledge in this area, eg from studying related Level 1 and 2 units or other relevant experience.

This unit addresses the following topics.

1Introduction to Social Marketing
2Social Marketing environment analysis
3Social marketing theoretical frameworks
4Target audience analysis
5Barriers, benefits and competition in social marketing
6Strategy: Positioning
7Strategy: Product
9Strategy: Place
10Strategy - Promotion
11Monitoring and evaluation
12Social Marketing ethics

This unit is delivered using the following methods and materials:

Instructional Methods

  • Audio/Video conferencing
  • Chat rooms
  • Discussion Forum/Discussion Board
  • Embedded Multimedia
  • Online Quizzes/Tests
  • Online assignment submission
  • Podcasting/Lecture capture
  • Standard Media
  • Web links

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Social Marketing: Changing Behaviors for Good

    By:Lee & Kotler

    ISBN: 9781452292144


    Supplier:Go to The Co-op Bookshop

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