Undergraduate | LTU-MKT3SEM | 2023
- Study method
- 100% online
- 100% online
- Entry requirements
- Prior study needed
- 12 weeks
- 31 July 2023
HECS-HELP and FEE-HELP available
About this subject
- Understand the key principles of social marketing.
- Identify the ethical issues around the implementation of social marketing campaigns.
- Use social marketing and allied theories to analyse real-world social and wellbeing problems.
- Use social marketing and allied theories to recommend creative solutions.
- Use social marketing and allied theories to evaluate social marketing campaigns.
- Communicate effectively; in writing, verbally and digital media.
- What is social marketing?
- The core principles of social marketing.
- Upstream, policy and partnerships and ethical issues in social marketing.
- Understanding the consumer: the role of theory.
- Conducting research in social marketing.
- Segmentation, social forces and population level effects.
- Designing social marketing interventions.
- Creativity in social marketing and media planning in social marketing.
- Measurement and evaluation of social marketing programmes.
- Understanding the poverty problem and its broad solutions.
- Understanding barriers, benefits, and the competition for change.
- Revision and discussion about semester review.
Social marketing is the application of marketing principles to solve social problems. These include issues in poverty, public health, road safety, racism and climate communication and change. Increasingly, social marketing is developing its own theory base and also drawing on research in allied areas such as transformative research and wellness communication. It is being adopted by governments, non-governments organizations (NGOs) and others institutions around the world as they seek effective solutions relating to social issues and social problems. This subject introduces students to the theory and application of social marketing, explaining how techniques such as digital and social media, branding, segmentation and the marketing mix can be used to respond to social and wellbeing issues. Working individually and in small groups, you will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks.
- Evaluating a Social Marketing Campaign. Equivalent to 1000 words. (30%)
- Develop a Social Marketing Campaign (equivalent to 1500 words) (30%)
- Individual Assignment (Equivalent to 2000 words) (40%)
For textbook details check your university's handbook, website or learning management system (LMS).
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