BUSI44P15: Practising Social Marketing (Taught)

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• Practising Social Marketing (Online)

• To provide a comprehensive introduction to social marketing, its historical origins and its theoretical bases.
• To develop an interdisciplinary framework with which to identify, understand, develop and critically evaluate social marketing interventions.
• To equip the student with both a conceptual and a practical foundation in social marketing campaign development.

• Social change, social problems, and the development of social marketing;
• Social marketing strategies objectives, planning, and operational considerations;
• Defining the target audience and the growing role of social market segmentation;
• Developing and refining the social marketing mix;
• Principles of behavioural intervention a marketers perspective;
• Predicting and shaping human behaviour stimulus, reward and contingency approaches
• Designing and implementing a behaviour management or behavioural change programme;
• Fields of social marketing intervention health, education, crime, not-for-profit ventures, environmental and social problems, etc;
• Issues in social marketing ethics, funding, social responsibility, politics, abuses, and controversies;
• Evaluating social marketing practices.

Subject-specific Knowledge:

• On completion of the module students should have:
• a grounded understanding of the theoretical underpinnings of social marketing and its principal fields of application;
• a critical appreciation of the potential role of social marketing strategies in addressing social and health-related issues that have underlying behavioural bases.

Subject-specific Skills:

• By the end of the module, students should have:
• acquired the advanced technical skills needed to develop, implement and manage an ethical and responsible social marketing programme.

Key Skills:

• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

• Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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