This unit entry is for students who completed this unit in 2016 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.

MKP3800 - Social marketing

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Dr Fiona Newton

Offered

Peninsula

Second semester 2016 (Day)

Synopsis

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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Fiona Newton

Prerequisites

MKP2701 or MKP2700