MKP3800 - Social marketing - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Dr Fiona Newton

Unit guides



  • Second semester 2017 (Day)


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 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.

See also Unit timetable information

Chief examiner(s)


MKP2701 or MKP2700 or MKB2402 or MKF2111