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Marketing for Behaviour Change
Leverage your marketing knowledge to push for social change. Explore why governments and non-profits implement social marketing campaigns. Highlight traditional marketing principles and techniques that can address problems like drinking and littering.
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- 30 Aug 2021
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At the completion of this subject students will be able to understand:
1. Understand and evaluate the unique marketing challenges faced by governments, non-profit organisations and concerned citizens in influencing socially important behaviours.
2. Understand the role of social marketing and its value in behaviour change.
3. Comprehend and apply the theoretical foundations underpinning social marketing campaigns.
4. Understand, evaluate and consider the ethical issues associated with social marketing.
5. Demonstrate the ability to design a social marketing program to a specific social issue.
6. Understand and evaluate the marketing techniques utilised for bringing about a change or adoption of positive social behaviour for the benefit of the target audience as well as the wider society
- Introduction to Social Marketing
- Defining the Social Change PURPOSE and FOCUS
- Selecting priority audiences
- Analysing the value exchange
- Identifying barriers, benefits and the competition
- Setting behavioural change objectives
- Tapping into behaviour change theories
- Defining the market position
- Strategy: Product and Partnerships
- Strategy: Price
- Strategy: Place
- Strategy: Promotion
- Strategy: Monitoring and evaluation
- Revision of unit content
Note: Level 3 subjects normally assume a moderate level of prior knowledge in this area, e.g. from studying related Level 1 and 2 subjects or other relevant experience.
No special requirements
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 subject examines how marketing principles and techniques can influence individual voluntary behaviours for the benefit of the target audience as well as society.
- Online Concepts Quiz (20%)
- Report (35%)
- Written Assignment (45%)
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