SOCIAL MARKETING

MKT3SOX

Not currently offered

Credit points: 15

Subject outline

In this subject you will learn about social marketing. Social marketing is the application of marketing principles to solve social problems. Increasingly social marketing is developing its own theory base and also drawing on research in allied areas such as health communication. It is increasingly being adopted by governments, non-governments organizations (NGOs) and others institutions around the world as they seek effective solutions relating to social issues and social problems in poverty, public health, road safety, racism and climate communication and change, along with environmental issues. In this subject you will be introduced to the theory and application of social marketing, explaining how techniques such as branding, segmentation and the marketing mix can be used to respond to social and health issues. Working individually and in small groups, you will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorMalliga Marimuthu

Available to Study Abroad StudentsNo

Subject year levelYear Level 3 - UG

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB and MKT1MDX

Co-requisitesN/A

Incompatible subjects MKT3SEM

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsSocial MarketingRecommendedEagle and Kotler et. al 2014 & 2015Pearson
ReadingsSocial Marketing Learner ResourcePrescribedDidasko Digital, 2017Didasko Group

Graduate capabilities & intended learning outcomes

01. Understand the key principles of social marketing

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

02. Identify the ethical issues around the implementation of social marketing campaigns

Activities:
Analysis of cases and discussion in class each week
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

03. Use social marketing theories to analyse real-world social and health problems

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

04. Use social marketing theories to recommend creative solutions

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

05. Use social marketing theories to evaluate social marketing campaigns

Activities:
Use social marketing theories to evaluate social marketing campaigns
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

06. Communicate effectively; in writing, verbally and electronically

Activities:
Report and presentation
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)

Subject options

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Subject not currently offered - Subject options not available.