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Durham University

Postgraduate Module Handbook 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23

Department: Management and Marketing

BUSI4G4JN: Social Marketing

Type Tied Level 4 Credits 15 Availability Not available in 2021/22
Tied to N5K609J Marketing (commencing in January) (suspended for 21/22)
Tied to N2P109J Management (commencing in January) (suspended for 21/22)


  • None


  • None

Excluded Combination of Modules

  • None


  • To enable students to critically develop a systematic understanding of social marketing strategy, principles and techniques for the development of behavioural change programmes and interventions


  • The module covers four inter-linked areas:-
  • I. Development of Social Marketing
  • History and origins of modern social marketing
  • Philanthropy, propaganda and persuasive communications
  • Philosophical underpinnings
  • II. Disciplinary Approaches to Behavioural Change
  • Behaviour Analysis and Behaviour Change
  • Behavioural Economics
  • Marketing/Management
  • Psychology
  • III. Social Marketing Process
  • Situation Analysis
  • Segmentation, Targeting and Positioning for Social Marketing
  • Barriers, Benefits and Competition
  • The 4 Ps in Social Marketing
  • Social Marketing Promotion
  • Evaluating, Planning and Budgeting
  • Social Marketing Ethics
  • IV. Fields of Application
  • Crime and Anti-Social Behaviour Prevention
  • Education
  • Environmental Conservation
  • Health and Well-being
  • Not-for-profit and Charities Marketing
  • Social Problems/Issues

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • Have a critical understanding of the nature and scope of social marketing practice across a range of international and socio-cultural contexts
  • have a critical appreciation of the disciplinary origins of, and the key theoretical approaches associated with, the development of behavioural change programmes
  • have acquired a systematic framework with which to develop, initiative, evaluate and manage a social marketing initiative
Subject-specific Skills:
  • By the end of the module students will:
  • be able to develop social marketing goals and objectives
  • be able to undertake research on the social marketing environment
  • be able to undertake modelling of behavioural change
  • be able to develop a social marketing “mix”
  • be able to apply techniques for pre-testing and testing of marketing skills
  • be able to apply a range of techniques for planning, budgeting and marketing control
  • be able to implement a social marketing campaign
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught through a combination of lectures, seminars, group work and discussion, supported by guided reading.
  • The summative assessment of the module, by individual written assignment, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills to develop a social marketing plan

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 1 per week 2 hours 20
Seminars 4 Fortnightly 1 hour 4
Preparation and Reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment based around the development of a social marketing plan 2500 words 100% same

Formative Assessment:

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. Verbal formative feedback will be given to the students as a group throughout the seminar exercises.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University