Do you want to learn how to campaign for issues that benefit individuals, communities, and society? This subject introduces you to the principles of social marketing and how they are used by governments, non-governmental organisations and private actors to promote positive behaviour change. It explores a range of social marketing strategies and techniques for changing attitudes and behaviours, as well as the use of promotional communication and innovation to deliver goods, ideas, and service products for positive social outcomes. In addition to learning and applying social marketing skills, this subject also encourages you to develop a realistic and – at times – critical perspective on the increasing entanglement of commercial interests and the social good by critically evaluating concepts like Corporate Social Responsibility (CSR), brand activism and related private-sector approaches to changing peoples’ behaviour ‘for the better’.
|Faculty||Faculty of Society & Design|
1. Adapt the principles of commercial marketing and promotional communication to social change campaigns.
2. Explain and apply behaviour change models, theories, and frameworks to social problems.
3. Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
4. Describe the limits of marketing as a mechanism for social change.
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
Assumed Prior Learning (or equivalent):
|Withdraw – Financial?||09/10/2021|
|Withdraw – Academic?||30/10/2021|