MKT07102 Consumer Behaviour
Examples of equivalent learning would be knowledge of interdisciplinary aspects of consumer behaviour such as social psychological theories; motivation, attitudes, perceptions, memory and learning at SCQF Level 7

- Defining social marketing (SM); where the concept originated; how it has evolved; who carries out social marketing; what social issues can benefit from social marketing
- The social marketing environment; analyzing the factors within the macro environment and the micro social context of the consumer/client
- Social Marketing core principles and concepts
- Theory: Understanding the consumer; Behaviour change; Social marketing
- Social Marketing plans; formative research - setting objectives and goals for planning
- Social Marketing Research - what is the best methodological approach to understand the problem?
- Social Marketing Communications
- Assessment One: Presentation of Social Marketing campaign evaluations on story-boards
- Social Marketing and Food Labelling

LO1: define the extent of social marketing and its role within public services
LO2: demonstrate a critical understanding of the specific factors that may affect the social marketing environment
LO3: analyse the various audiences for social marketing (primary, secondary, tertiary)
LO4: demonstrate a critical understanding of social research techniques and planning
LO5: understand the role of behaviour change, goals and coping strategies in social marketing
LO6: demonstrate how communications and the other parts of the social marketing mix position the social marketing product