MKTG315-19S2 (C) Semester Two 2019

Marketing for Behavioural Change

15 points

Start Date: Monday, 15 July 2019
End Date: Sunday, 10 November 2019
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 26 July 2019
  • Without academic penalty (including no fee refund): Friday, 27 September 2019


Marketing for Behavioural Change focuses on the planning and implementation of programmes designed to bring about social change, using concepts from commercial marketing. It 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 not-for-profit and for-profit organisations that embody socially responsible and social-change driven missions.

24 (12x2) hours of in class lectures
24 (12x2) hours of lecture preparation
24 hours of test preparation
24 (12x2) hours of diary reflection and writing
40 hours of assessment preparation
4 hours of assessment writing
10 hours of online discussion

Learning Outcomes

  • 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.

    BCom Learning Goals
    Goal 1: Graduates can demonstrate advanced knowledge of their selected subject
    major, informed by the broader context of Commerce;
    Goal 2: Graduates are able to use analytical thinking and problem-solving skills to
    address specific problems;
    Goal 3: Graduates can understand issues from a range of ethical, global and
    multicultural perspectives;
    Goal 4: Graduates are able to communicate effectively both orally and in written

    Learning Goal  Assessed with:
    1: Test, Final Assignment
    2: Test, Final Assignment
    3: Diary Reflection, Final Assignment
    4: Test, Diary reflection, Final Assignment, in class and online discussions
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


Any 45 points 200-level or
above in COMS, MGMT, MKTG, PSYC or



Equivalent Courses


Timetable 2019

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Thursday 12:00 - 14:00 Rehua 005
15 Jul - 25 Aug
9 Sep - 20 Oct

Timetable Note

No tutorials.

Course Coordinator / Lecturer

Ann-Marie Kennedy

Guest Lecturer

Professor Sharyn Rundle-Thiele (Griffith University)


Assessment Due Date Percentage  Description
Concepts Test (online) 13 Sep 2019 30% Concepts Test (online)
Diary Assignment 20% Diary Assignment (submitted every 3 weeks online)
Individual Assignment 20 Oct 2019 50% Individual Assignment

Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who:
• Consistently do the readings and other assignments on schedule,
• Regularly attend lectures
• Submit work that reflects on the discussions had in class

Weightings and descriptions of the various pieces of assessment are available on Learn.  Please ensure you check Learn regularly for the most up to date information about the assessment for this course.

Concepts Test – 30% - Open Book, Submitted Online
The concepts test will assess students’ ability to understand theories discussed in class and apply them to specific issues in society. The test will cover material taught in Weeks 1-6 inclusive. The test will be very applied and require students to not only understand what the theories are but apply them into a variety of situations that have a practical impact on a specific situation.  

The test will be available to students for 24 hours.  Students should craft their answers and submit a single document (.doc, .docx, .pdf) on Learn.  All tests will be submitted to to check for plagiarism. The test should take students no longer than 2 hours to complete. It is the student’s responsibility to ensure that their document is submitted on time and in working order. Corrupted files or late submissions will not be graded. In the event of an unexpected emergency students should apply for special circumstances as extensions will not be possible.

Behavioural Change Project:
The major assessment for this class is a behaviour change project.  Each student will pick one aspect of their current lives that they wish to change for the better. Students will then spend the semester actively trying to improve this part of their life and measuring their behavioural change towards specific goals they have set themselves.

Students can choose any aspect of their behaviour that they want as long as the chosen project does not put themselves or anyone else at harm. The behaviour change project is completely confidential and no student will be reported for any aspect of what they have written unless it is suspected the student may harm themselves or someone else, in which case the appropriate course of action will be taken to ensure the safety of the student and others.  

Students will complete a diary outlining their weekly progress towards changing their behaviour and conclude by preparing a report that encourages others to change their behaviour, based on the student’s own experiences.  

Choosing an Appropriate Topic
The most important part of the project is picking a behaviour that is suitable.  The chosen behaviour must be important to YOU. It does not have to be life altering for the rest of the population, but it should be important to you as you carry out the project. The chosen behaviour should also be something that has the potential to bring betterment to the student and society as a whole.  Potential projects will be discussed in class. If you are concerned about your chosen project please discuss it with Ann-Marie sooner rather than later.

The behavioural change project is made up of two components – a weekly diary that tracks your progress as you change your own behaviour and a final report that outlines a marketing campaign to encourage others to change their behaviour as well.

Diary Assignment – 20% - Submitted Every 3 Weeks Online
The Diary assignment is designed to allow you an opportunity to reflect on the discussions in class and apply it to your behaviour change project. The purpose of the diary is to monitor your behaviour change and progress towards your final goal.  The best diaries will incorporate aspects discussed in class that week and encourage students to reach specific goals on a regular basis.

Each week we will make suggestions on how you should apply what we are learning in class to the diary, which is a crucial part of the learning process. The main focus of the marking on these diaries is your ability to link what we are doing in class to your own behavioural change process.

• Each week, for 9 weeks, you will record and journal your thoughts, feelings and actions associated with your behaviour change project. These are
• You need to set weekly goals to enable you to see how you are doing.
• Each week apply relevant social marketing theories to your diary to ensure you not only express what is happening but also analyse WHY you think these things are happening.
• Also, these diary entries will serve as your primary source in the development of your final assignment – make sure you put plenty of detail about what worked and what didn’t.
• This assignment is worth 20% of your final mark in this class.
• This assignment is due 3 weekly and to be submitted online. Details regarding submission date and time will be provided in class.

Journal format:
• You will make a total of 9 weekly entries that are typed of about a page each. Alternative submission formats are also possible and will be discussed in class.
• This should be an honest and open discussion. We are not grading your writing style or punctuation - so relax. The style and tone of your entries is entirely up to you. This will be your reflection about your successes and failures throughout the week. It is essential that you reflect deeply on the triggers, feelings, thoughts, settings, and people that surround your target behaviour.
• You might think about carrying a pocket diary to enable you to record your feelings and experiences when they happen, but what you submit needs to be typed up.
• Each week we will make suggestions on how you should apply what we are learning in class to the diary, which is a crucial part of the learning process.
• The focus of the marking on these diaries is your ability to link what we are doing in class to your own personal change process.
• Contact Ann-Marie by email if you’re unsure about your topic.

Please note:
• This is an individual assignment and should be written up alone. However, it would be great to discuss your experiences with other people who are engaging in similar lifestyle changes. This is a great exercise to learn from one another. We encourage collaboration so you might consider partnering up with someone in or outside of class to see if this helps you.

All marks will be scaled in line with University of Canterbury regulations. You should not regard 50% as a pass mark.

Textbooks / Resources

Required Texts

Donovan, Rob , Henley, Nadine; Principles and practice of social marketing : an international perspective; Fully updated ed., New international ed; Cambridge University Press, 2010 ((electronic resource)).


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
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.

Indicative Fees

Domestic fee $806.00

International fee $3,513.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Management, Marketing and Entrepreneurship.

All MKTG315 Occurrences

  • MKTG315-19S2 (C) Semester Two 2019