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. Understand 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. Understand the limits of marketing as a mechanism for social change.
Future offerings not yet planned.