BUSI4G415: Social Marketing

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• To enable students to critically develop a systematic understanding of social marketing strategy, principles and techniques for the development of behavioural change programmes and interventions

• The module covers four inter-linked areas:-
• I. Development of Social Marketing
• History and origins of modern social marketing
• Philanthropy, propaganda and persuasive communications
• Philosophical underpinnings
• II. Disciplinary Approaches to Behavioural Change
• Behaviour Analysis and Behaviour Change
• Behavioural Economics
• Marketing/Management
• Psychology
• III. Social Marketing Process
• Situation Analysis
• Segmentation, Targeting and Positioning for Social Marketing
• Barriers, Benefits and Competition
• The 4 Ps in Social Marketing
• Social Marketing Promotion
• Evaluating, Planning and Budgeting
• Social Marketing Ethics
• IV. Fields of Application
• Crime and Anti-Social Behaviour Prevention
• Education
• Environmental Conservation
• Health and Well-being
• Not-for-profit and Charities Marketing
• Social Problems/Issues

Subject-specific Knowledge:

• By the end of the module students will:
• Have a critical understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
• have a critical appreciation of the disciplinary origins of, and the key theoretical approaches associated with, the development of behavioural change programmes
• have acquired a systematic framework with which to develop, initiative, evaluate and manage a social marketing initiative

Subject-specific Skills:

• By the end of the module students will:
• be able to develop social marketing goals and objectives
• be able to undertake research on the social marketing environment
• be able to undertake modelling of behavioural change
• be able to develop a social marketing mix
• be able to apply techniques for pre-testing and testing of marketing skills
• be able to apply a range of techniques for planning, budgeting and marketing control
• be able to implement a social marketing campaign

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

• The module will be taught through a combination of lectures, seminars, group work and discussion, supported by guided reading.
• The summative assessment of the module, by individual written assignment, is designed to test students knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills to develop a social marketing plan

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. Verbal formative feedback will be given to the students as a group throughout the seminar exercises.

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