Module Descriptor

Title

/ Social Marketing
Code / MKM30
Level / M
Credit rating / 20
Pre-requisites / Completion of first term in any Masters course at Brighton
Type of module / For MSc Marketing offered in Term 3.
For PG Certificate Social Marketing, 4 days block course which can be delivered at any part of the academic year, and also in weekly mode
Aims /
  • To enable students to critically develop a systematic understanding of social marketing strategy, principles and techniques for the development of behavioural programmes and interventions
  • To apply social marketing techniques to
current behavioural issues in the area of health and/or environment
  • To engage in strategic social marketing discussions with others on the course at Masters level
  • Develop the ability to become a reflective practitioner in the discipline of social marketing

Learning outcomes/objectives / On completion of this module students should be able to:
Subject specific:
  • To demonstrate a systematic and critical analysis of social marketing strategy, both in practice and policy making settings
  • To show competence in social marketing planning techniques and the application of behaviour theory in the area of health and/or environment to ‘live’ projects
  • To manage the complexity and critical reflection required to apply commercial marketing and other management tools to behaviour change programmes in the public sector
  • To contribute towards the preparation of an individual professional’s specialism in either health and/or environment social marketing practice
  • This will be achieved through an approach to learning that encourages the student to demonstrate ability to:
  • Critically understand the ambiguity, unpredictability and complexity that characterise an academic study within a highly politicised, complex environment
  • Understand the constructed and contextual nature of academic knowledge and critically assess the relevance of different perspectives.
  • Deliver a standard of communication in written and oral presentations and participation in the study sessions that meets the academic criteria for post-graduate study and the expectations of current and future employers
  • Become a reflective learner by applying theory to ‘live’ projects in workplace settings

Content / The module will cover core concepts and techniques associated with social marketing, as well as models and theories of behaviour change and application to social marketing delivery. Essential themes of social marketing will be covered:
  • Social marketing principles
  • Models of attitude and behaviour change
  • Research and evaluation
  • Ethical issues in social marketing
  • Customer insight and practice-based commissioning
  • Partnerships and policy making
  • Social marketing planning and programme development

Teaching and learning strategies / The module team will comprise of staff with specialist social marketing, health and environment experience from the public and private sectors.
Principles and key aspects of practice will be introduced through short lectures supported by pre-reading material/textbook text and lecturer handouts. Participants will explore the application of social marketing to different behavioural challenges through individual work, work in small groups and presentations to the whole group.
Lectures / Opening Learning
Seminars / Self study / 75
Workshops / 30 / Assessment / 95
TOTAL HOURS / 200
Indicative Reading:
The latest editions of:
  • Andreason, A. (Ed.), Ethics in Social Marketing, Georgetown University Press
  • Andreason, A., Marketing Social Change, Jossey-Bass
  • Andreason, A., Social Marketing for the 21st Century, Sage.
  • Donovan, R. & Henley, N.,Social Marketing, IP Communications
  • Harvey, P., Let Every Child Be Wanted, Greenwood Press.
  • Hastings, G (2007). Social Marketing: Why Should the Devil Have all the Best Tunes? Butterworth-Heinemann
  • Kotler, P. & Lee, N., Marketing in the Public Sector, Pearson Professional
  • Kotler, P., Roberto, N. & Lee, N., Social Marketing: Influencing Behaviour for Good, Sage
  • McKenzie-Mohr, D & Smith, W., Fostering Sustainable Behaviour, New Society Publishers
  • Prahalad, C., The Fortune at the Bottom of the Pyramid, Wharton School Publishing
  • Siegel, M, & Doner Lotenberg, L., Marketing Public Health, Jones & Bartlett
  • Weinreich, N., Hands-On Social Marketing, Sage
Key Journals:
  • British Medical Journal
  • European Journal of Marketing
  • Journal of Healthcare Marketing
  • Journal of Marketing
  • Journal of Marketing Management
  • Journal of Public Policy and Marketing
  • Marketing Theory
  • Psychology and Marketing
  • Social Marketing Quarterly
Internet resources:
  • Social Marketing listserv managed by Alan Andreason at Georgetown University
  • Social Marketing Blogs managed by Craig Lefebvre
  • Fostering Sustainable Behavior Listserv managed by Doug McKenzie-Mohr
  • Tools of Change Network managed by Jay Kassirer
  • Social Marketing Down Under Listserv managed by Jennifer Harris
  • Social Marketing Network managed by the National Social Marketing Centre, UK

Assessment tasks / 1. A project (100% weighting) (3500 words) and
2. A Reflective Statement (compulsory but not weighted). (1000-1500 words)
Brief description / Social Marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good. It has a strong focus on understanding the motivations of the target audience or ‘customer’ when planning programmes to influence, and ultimately work to change behaviour. Social marketing builds on and complements the core discipline of marketing. This module seeks to explore ways in which individual managers and professionals can utilise social marketing to develop behavioural interventions.
Area examination board to which module relates / Postgraduate Programme Examination Board
Module team/authors/coordinator / Julie Alexander, Matthew Wood
Term offered, where appropriate / 3
Site where delivered / Moulsecoomb
Date of first approval
Date of last revision
Date of approval of this version
Version number / 1
Replacement for previous module / n/a
Field for which module is acceptable and status in that field / Communications, Marketing, Public Health, Environmental Studies, Health and Social Sciences
Course(s) for which module is acceptable and status in that course / Compulsory for the MSc Social Marketing pathway in the Postgraduate Marketing Award. Optional for all Masters courses at the Business School. Optional module as part of University of Brighton’s Postgraduate Programme in Health and Social Sciences.
School home / Business School
External examiner / Extending current external examiners on Business School postgraduate management degrees