Social marketing is the planning and implementation of programmes designed to bring about social change using concepts from commerical marketing. Social marketing is geared toward furthering a cause, raising money, raising awareness and public education, or bringing about social change. Students will be exposed to a diverse range of nonprofit and for-profit organisations that embody socially responsible and social-change driven missions.
Social marketing is becoming a vital part of the marketing landscape and it has become still more essential for marketers to understand and be able to navigate in a social, environmental and political context. The course is designed for anyone who is interested in understanding the social aspects of marketing, a growing field not only in the public sector but also among organisations involved in social change programs (non-profit organisations, health authorities, political parties, interest groups etc.) and companies dealing with social issues as part of brand management or crisis management (Corporate Social Responsibility, issue management/lobbying etc.) The course seeks to develop the students' understanding of how to conceptualize and design a marketing process within particular social and political environments.
On a theoretical level marketing strategies and concepts are discussed in relation to the analysis, execution and evaluation of programmes designed to change social behaviour. Upon completion of the course, students should be able to understand the major concepts, theories and principles of social marketing.
On a more practical level the aim of the course is to help students acquire the knowledge, skills and techniques to design and organize effective social marketing campaigns. Upon completion of the course, students should be able to apply social marketing components and organize an effective campaign for a social cause and plan successfully.
The course will be a blend of theoretical and empirical material. Most of the readings will come from the marketing literature but students can also expect to encounter readings from sociology, environmental studies, politics and public policy.
Upon completion of this course students should be able to:
• Appreciate the significance of concepts of social marketing for profit and non-profit organisations in New Zealand and internationally.
• Understand social marketing campaign strategy.
• Understand the role of the media in social marketing.
• Understand the services dimension of social marketing.
• Have improved independent research, critical analysis, and written communication skills.
Course Coordinator / Lecturer
09 Aug 2012
Individual Diary Assignment
19 Oct 2012
Individual Diary Assignment
19 Oct 2012
Detailed information on assessment will be available on LEARN and covered in class.
Departmental Academic Policies
The Department assumes that you have read this document.
You should also read the General Course and Examination Regulations
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.
IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.
Coversheets - Group and Individual
For further information see
All MKTG315 Occurrences
Semester Two 2012