BUSI42I15: Managing Social Marketing Campaigns (Full-Time)

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• The module will begin with a broad overview of social marketing; however the main focus will be on the operational level. The specific aims are therefore as follows:
• To provide a comprehensive introduction to the development and theoretical underpinnings of contemporary social marketing practice
• To develop an in-depth understanding of the principles of campaign development within a social marketing context, from initial conceptualisation and research through to creative execution and project management
• To equip students with a set of transferable campaign management skills, applicable in both social and commercial marketing contexts

• Social marketing origins, development, nature and scope
• The social marketing planning process
• Developing a campaign concept
• Environmental and situational analysis
• Audience segmentation, profiling and targeting
• Audience research and profiling
• Theories of behavioural change
• The social marketing mix
• Developing a creative execution
• Developing and costing a social marketing campaign
• Managing social marketing communications
• Implementing, managing and evaluating a social marketing programme

Subject-specific Knowledge:

• a detailed understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
• a critical appreciation of the potential of social marketing campaigns to facilitate changes in behaviour that benefit the individual, community or society at large

Subject-specific Skills:

• Specialised skills in the following areas:
• developing social marketing goals and objectives
• researching the social marketing environment
• segmenting and profiling target audiences
• modelling behavioural change
• developing a social marketing mix
• pre-testing and test marketing
• developing a creative execution
• planning, budgeting and control
• campaign management and evaluation

Key Skills:

• Written communication; planning, organising and time management; problem solving and analysis; interpretation of data; computer literacy

• Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The summative assessment will be a written assignment based around the development of a social marketing plan, and a linked poster presentation. These will test students understanding of the taught material and their acquisition of, and ability to apply, relevant specialised skills.

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