Module Details
| Module Code: |
MRKT8004 |
| Title: |
Social Marketing
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Long Title:
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Social Marketing
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| NFQ Level: |
Advanced |
| Valid From: |
Semester 1 - 2021/22 ( September 2021 ) |
| Field of Study: |
3420 - Marketing & Advertising
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| Module Description: |
This course encourages the student to consider the nature of social marketing and the theory it is based upon and the techniques used to effect social change. Marketing can be applied equally well to tackle behavioural problems such as road safety, healthy eating, smoking, excessive drinking, etc.
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Analyse the role and function of social marketing in bringing about social change. |
| LO2 |
Discuss the conceptual and methodological issues that underlie the various stages of the social marketing planning process |
| LO3 |
Analyse the key strategic tools and techniques in social marketing. |
| LO4 |
Analyse effective and efficient social marketing strategies and interventions appropriate to a given set of circumstances. |
| Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
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| No incompatible modules listed |
Co-requisite Modules
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| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
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| No requirements listed |
| Indicative Content |
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The Theoretical Basis of Social Marketing
Introduction to the concept of social change; Different approaches to social change; Definition of social marketing and how it deals with social change; Differences between social marketing and commercial marketing; Theoretical foundations of social marketing - consumer behaviour and consumer orientation, behaviour change theory, exchange theory.
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The Practice of Social Marketing
The essential elements of a social marketing plan; Principles in the development of a social marketing plan; Limitations of the 4Ps model of marketing to social marketing; Measures for the success of social marketing programmes; Role of advertising in the social marketing mix; Challenges involved in social marketing research; Problems in researching sensitive topics and understanding ways to deal with these problems.
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Problems and Constraints in Social Marketing
Ethical issues involved in social marketing programmes; Criticisms levelled at social marketing; Differences between social marketing and generic marketing; Overall value of social marketing.
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Module Content & Assessment
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| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| No End of Module Formal Examination |
| Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
|
The University reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Class based instruction |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Reading and research |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Class based instruction |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Reading and research |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
|
Module Resources
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| Recommended Book Resources |
|---|
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Gerard Hastings and Christine Domegan. (2018), Social Marketing: Rebels with a Cause, 3rd. Routledge, [ISBN: 9781138123830].
| | Supplementary Book Resources |
|---|
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Nancy Lee and Philip Kotler. (2019), Social Marketing: Behaviour Change for Social Good, 6th. Sage, [ISBN: 9781544351506].
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Jeff French and Ross Gordon. (2019), Strategic Social Marketing for Behaviour and Social Change, 2nd. Sage, [ISBN: 9781526446046].
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Gerard Hastings and Christine Domegan.. (2014), Social Marketing: From Tunes to Symphonies, 2nd. New York; Routledge, p.xxiv, 526 :, [ISBN: 9780415683739].
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Nancy R. Lee, Philip Kotler. (2016), Social Marketing: Influencing Behaviors for Good, 5th. Sage Publications, Inc., p.520, [ISBN: 9781412981491].
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Jeff French, Rowena Merritt, Lucy Reynolds. (2011), Social Marketing Casebook, 1st. Sage Publications Ltd., London, p.280, [ISBN: 9780857025432].
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Helena Alves and José Luis Vázquez (Editors). (2013), Best Practices in Marketing and their Impact on Quality of Life, Springer, London, [ISBN: 9789400758773].
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Jeff French, Clive Blair-Stevens, Dominic McVey, Rowena Merritt. (2010), Social Marketing and Public Health, Oxford University Press, USA, p.384, [ISBN: 9780199550692].
| | This module does not have any article/paper resources |
|---|
| Other Resources |
|---|
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Website, The Institute for Social Marketing
(University of Stirling),
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Website, The National Social Marketing Centre
(UK),
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