| CODE | MRK4140 | |||||||||
| TITLE | Social Marketing | |||||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | The study-unit starts with an introduction to and brief history of social marketing, including a distinction between social and commercial marketing and between social marketing and socially responsible marketing. It proceeds to cover a panorama of theoretical frameworks which may underlie social marketing interventions (including theories of consumer behaviour; theories of behavioural change; principles of persuasion; the communication process; social learning theory, theory of reasoned action, cognitive dissonance, theory of interpersonal behaviour, motivational models, diffusion theory etc). It also provides an overview of the types of research techniques used in the field, including both qualitative and quantitative research. Lectures will cover topics like audience segmentation, selection and profiling; barriers, benefits, competition and partnerships as applied to social marketing interventions; objective and goal setting; developing a strategy/mix and tactics for a successful interventions (including positioning, product, price, place and promotional characteristics) considerations for campaign implementation, management and evaluation; and ethical aspects in social change initiatives (including paternalism, power imbalances and unintended consequences). Throughout the study-unit, students will be introduced to a range of case studies, and social change campaigns. This unit also provides an opportunity to undertake a step-by-step process in developing, implementing, and evaluating plans for social marketing interventions. Study-unit Aims The aim of the unit is to introduce students to underlying theory and case-studies in social marketing, as well as to the practical aspects of employing this knowledge to real-world applications. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - outline the scope of social marketing; - draw from theories as they apply to social influence; - explain the role that research plays in social marketing; - describe principles and concepts which may underlie a social marketing intervention; - quote a range of real life case studies; - recognise the ethical dimensions in social change initiatives. 2. Skills: By the end of the study-unit the student will be able to: - use written and oral skills to develop, implement and evaluate a social marketing design intervention founded in theory and research; - reason, to question and to analyze information; - integrate and synthesise knowledge from a range of sources and environments; - critique the constraints, assumption and limitations of scholarly activity think independently, and systematically. Main Text/s and any supplementary readings Recommended text book - Donovan and Henley (2010) Principles and Practice of Social Marketing. - Kotler, P., and Lee, N.R. Social Marketing: Influencing Behaviors for Good, (2008), 3rd edition, Sage, Thousand Oaks, California. Other optional text books - Andreasen, A. R. and Kotler, P. (2008) Strategic Marketing for Nonprofit Organizations, 7th Edition, NJ: Pearson Education. |
|||||||||
| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | |||||||||
| METHOD OF ASSESSMENT |
|
|||||||||
| LECTURER/S | Marie Briguglio |
|||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
||||||||||