MKB3804 - Strategic marketing in social contexts - 2019

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

Chief examiner(s)

Dr Fiona Newton


Dr Fiona Newton

Unit guides



  • Second semester 2019 (On-campus)


MKB2703 and MKB2704 and any other unit (6 points) at level 2 or 3 from the Department of Marketing.


MKC3110, MKF3121, MKP3800.


The marketing discipline can add value beyond commercial settings, particularly in the not-for-profit and government sectors.

This capstone unit will consolidate your marketing knowledge using a marketing planning framework. You will use non-traditional marketing contexts to elevate your understanding of the role and purpose of marketing beyond commercial applications. Specifically, you will gain experience in applying marketing concepts and tools traditionally used for commercial purposes to a range of health and social contexts in order to bring about positive change in society.

The unit's strong focus on developing skills in the areas of planning and implementation will benefit students seeking to pursue careers in both the profit and not-for-profit sectors.


The learning goals associated with this unit are to:

  1. construct an appropriate marketing plan to achieve specific organisational objectives and goals
  2. discuss the role and use of social marketing in society
  3. apply commercial marketing tools with the aim of effecting positive change in society
  4. effectively communicate social marketing ideas and information to an organisational client.


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