Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedNot offered in 2014
Coordinator(s)Dr Fiona Newton


Social marketing draws upon concepts and tools that have traditionally been used for commercial purposes in order to bring about beneficial behaviour change in a range of health, environmental, and community engagement contexts. Students will explore contemporary theoretical constructs used in social marketing and develop skills in applying procedural frameworks to formulate, manage, and evaluate social marketing campaigns. Emphasis will be given to understanding the importance of appropriately leveraging the marketing mix variables to bring about sustained behaviour change in both developed and developing world contexts. This unit will draw upon both quantitative and qualitative research methods.


The learning goals associated with this unit are to:

  1. explain the historical development of social marketing and its role in contemporary society
  2. demonstrate a sound understanding of the key theories and principles used in social marketing
  3. explain and apply the steps involved in the strategic development, management, and evaluation of social marketing campaigns
  4. understand the issues associated with leveraging the 5 Ps (Product, Price, Place, Promotion, and Policy) in social marketing campaigns
  5. demonstrate ability to develop and present a social marketing campaign plan.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload equals 144 hours per semester