| CODE | MRK4141 | ||||||||||||
| 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 behavior; theories of behavioral 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 a basic understanding 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 unit, students will become familiar with case studies, and analyze 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 study-unit is to introduce students to the theory and application of social marketing. This unit also aims to teach students to analyse real world problems and develop innovative and creative solutions using social marketing frameworks. The overall goal of the unit is for students to gain an understanding of how to analyse and plan social marketing interventions. 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; understand principles and concepts which underlie a social marketing intervention; be familiar with a range of real life case studies; understand the ethical aspects 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; 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 (availability at the Library or otherwise is indicated against each entry) Kotler, P., and Lee, N.R. Social Marketing: Influencing Behaviors for Good, (2008), 3rd edition, Sage, Thousand Oaks, California. (NOT AVAILABLE) OR Kotler, P., Ned R. and Lee N. (2002) Social Marketing: Improving the Quality of Life, second edition. Sage Publications. (NOT AVAILABLE) Other recommended texts Hastings G. Social Marketing: Why should the devil have all the best Tunes? (2007) Elsevier, Oxford (NOT AVAILABLE) Andreasen, A. R. (2006) – Social Marketing in the 21st Century. Thousand Oaks, California: Sage (AVAILABLE) Andreasen, A. R. ed. (2001) Ethics in Social Marketing. Washington DC: Georgetown University Press (NOT AVAILABLE) . Andreasen, A. R. and Kotler, P. (2008) Strategic Marketing for Nonprofit Organizations, 7th Edition, NJ: Pearson Education. (AVAILABLE) Basil, B.Z. and Wymer, W. editors (2007) – Social Marketing: advances in research and theory. Binghamton NY: Best Business Books. (NOT AVAILABLE) Doyle, P. (2008) Value Based Marketing 2E, John Wiley and Sons, Australia. (NOT AVAILABLE) Readings, websites, and case studies will be made available by the lecturer. Sample of readings to include: Andreasen, A. R. (2003). The life trajectory of social marketing: Some implications. Marketing Theory, 3 (3), pp. 293-303. Andreasen, A. R. (2002). Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21 (1), 3-13. Rangan, V. K., Karim, S., & Bijawat, S. (1998). Focusing the concept of social marketing. Harvard Business School. Grier, S. & Bryant, C.A. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319-339. Kotler, P. and Lee, N. (2004). Best of Breed. Stanford Social Innovation Review. Spring, 14-23. Lefebvre, R.C. & Flora, J.A. (1988). Social marketing and public health intervention. Health Education Quarterly, 15; 299-315. Guidelines for Evaluating Non-Profit Communications Efforts. Communications Consortium Media Center, April 2004 (http://www.mediaevaluationproject.org/Paper5.pdf) |
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| STUDY-UNIT TYPE | Lecture and Project | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Marie Briguglio |
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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 2025/6. It may be subject to change in subsequent years. |
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