MKTG315-23S2 (C) Semester Two 2023

Marketing for Behavioural Change

15 points

Start Date: Monday, 17 July 2023
End Date: Sunday, 12 November 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 30 July 2023
  • Without academic penalty (including no fee refund): Sunday, 1 October 2023


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, Survey, Final Assignment
    2: Test, Survey, Final Assignment
    3: Diary Reflection, Final Assignment
    4: Test, Diary reflection, Survey, Final Assignment, in class 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 60 points at 200-level or above

Timetable 2023

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Friday 11:00 - 13:00 A1 Lecture Theatre
17 Jul - 27 Aug
11 Sep - 22 Oct

Timetable Note

No tutorials.

Course Coordinator / Lecturer

Ann-Marie Kennedy


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

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


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 $868.00

International fee $4,075.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG315 Occurrences

  • MKTG315-23S2 (C) Semester Two 2023