Availabilities:

Location Domestic International
Gold Coast Session 1 Session 1
Online Session 1 Session 1
Papua New Guinea - IBSU Port Moresby N/A Session 1
Singapore - MDIS N/A Session 1

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Advanced

Former School/College

Former School of Business and Tourism

Pre-requisites

MKT00102 - Consumer Behaviour AND have completed 132 credit points in any SCU units

Unit aim

Applies marketing skills to social issues faced by non-profit and government organisations. Explores the nature of social marketing and approaches to marketing causes, behaviour modification programs and other activities that can be adopted to benefit society. Students design innovative marketing programs to influence and modify behaviour to the advantage of society.

Unit content

Topic 1: Introduction to social marketing  and the social marketing planning process

Topic 2: Understanding the social marketing environment

Topic 3: Understanding your target markets and the importance of theoretical frameworks

Topic 4: Identification of behavioural objectives & new paradigms for marketing 

Topic 5: Developing and implementing social marketing campaigns: Crafting a desired positioning and creating the product offering

Topic 6: Developing and implementing social marketing campaigns: Understanding price and place 

Topic 7: The communication toolkit for social marketing - relationships and social networks

Topic 8: Managing social marketing programs

Topic 9: Philanthropy, sponsorship, grant writing and volunteer recruitment

Topic 10: Ethics and debates in social marketing

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 Appraise social issues and recommend appropriate and creative strategies that utilise marketing tools for change or adoption of positive social behaviour for the individual and the benefit of society at large.
2 Evaluate the issues faced by governments and non-profit organisations in influencing society's thinking and behaviour
3 Develop and apply the social marketing planning and evaluation process creatively to a practical situation and through this understand the important role of behaviour change in society.
4 Critique the use of marketing tools for social benefit. Where can marketing techniques be utilised to cause positive change and where not?
5 Respond appropriately to cultural issues relating to social marketing

On completion of this unit, students should be able to:

  1. Appraise social issues and recommend appropriate and creative strategies that utilise marketing tools for change or adoption of positive social behaviour for the individual and the benefit of society at large.
    • GA2:
    • GA4:
    • GA6:
    • GA7:
  2. Evaluate the issues faced by governments and non-profit organisations in influencing society's thinking and behaviour
    • GA4:
    • GA6:
    • GA7:
  3. Develop and apply the social marketing planning and evaluation process creatively to a practical situation and through this understand the important role of behaviour change in society.
    • GA2:
    • GA4:
    • GA6:
    • GA7:
  4. Critique the use of marketing tools for social benefit. Where can marketing techniques be utilised to cause positive change and where not?
    • GA2:
    • GA4:
    • GA6:
    • GA7:
  5. Respond appropriately to cultural issues relating to social marketing
    • GA2:
    • GA4:
    • GA6:
    • GA7:

Prescribed texts

  • Lee, N & Kotler, P, 2011, Social Marketing: Influencing Behavior for Good, 4th edn, Sage Publications, Thousand Oaks. ISBN: 9781412981491.
Prescribed texts may change in future teaching periods.