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Subject details

At the completion of this subject 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.
  • Topics
    • Introduction to Social Marketing
    • Social Marketing environment analysis
    • Social marketing theoretical frameworks
    • Target audience analysis
    • Barriers, benefits and competition in social marketing
    • Strategy: Positioning
    • Strategy: Product
    • Strategy:Price
    • Strategy: Place
    • Strategy - Promotion
    • Monitoring and evaluation
    • Social Marketing ethics
  • Study resources
    • Instructional Methods
      • Audio/Video conferencing
      • Chat Rooms
      • Disscusion forum/Discussion Board
      • Embedded Multimedia
      • Online Quizzes/Tests
      • Online assignment submission
      • Podcasting/Leacture capture
      • Standard Media
      • Web links

Entry Requirements


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.

Special requirements

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.

  • Assignment 1 - Invigilated Exam (50%)
  • Assignment 2 - Project (30%)
  • Assignment 3 - Quiz (20%)

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 subject.

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