Social Marketing

MKTP021

Social Marketing 

Semester:

Spring

Credit:

10

Module Coordinator:

Mr Brian Smith

Contact Hours:

15 Lecture, 5 Seminar

Assessment:

100% Coursework

The module is one of the elective advanced modules on the MSc Marketing course, as well as being offered as an elective on a range of other postgraduate courses.  The module aims to demonstrate how commercial marketing ideas and techniques can be applied outside the marketplace to tackle social policy challenges such as obesity, traffic safety or carbon consumption.  It explores how voluntary behaviour change can contribute to pro-social change at micro and macro levels. 

The module also provides an introduction to critical marketing, that is, how commercial marketing can adversely affect health and wellbeing and what can be done to limit this effect.  As such it provides marketing students with a different approach to marketing problems and, in particular, brings into focus the linkages between state, market and civil society.

Learning Outcomes

  • Theoretical and practical understanding of key marketing ideas;
  • Learning to think critically, and to see what it means to make rational, discerning marketing choices that will influence decision-makers and consumers;
  • An understanding of pertinent moral, ethical and corporate social responsibility considerations in marketing and its interactions with stakeholder groups.
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