Core Module Information
Module title: Social Marketing

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09108
Module leader: Paul Naughton
School The Business School
Subject area group: Marketing

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

Description of module content:

- 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

Learning Outcomes for module:

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

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Liz Innes
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Each lecture covers a core principle of social marketing, with the tutorials then designed to investigate these principles in practice. You will learn about the underlying principles of social marketing throughout the lectures. Case studies and group work are then used throughout the tutorials to provide an opportunity to delve deeper into each topic.
All learning material will be provided via Moodle prior to delivery. You will be expected to prepare for each tutorial in advance by reading around the subject area. We also expect a high level of interaction and participation during tutorial sessions.
Each lecture is specifically designed to map onto a LO. LO 1 will be covered in lecture 1 and 2, LO 2 in lecture 3 and 4, LO 3 in lectures 4, 5, and 6, and LO 4 in lecture 7, 8 and 9. Lecture 10 maps onto each LO as it will be a guest speaker.
Employability/PDP/ Scholarship Skills/Internationalisation
The employability skills embedded within these assessments are research skills (especially understanding how to research social problems); oral skills in presentation work; creative skills in designing a story-board; critical writing skills in forming an argument concerning current topical issues. The PDP skills are demonstrated in the self-confidence the students will achieve in presenting their campaign and creating the story-board. The assessments are formed around the scholarly activity of the teaching team in social marketing and creativity and innovation. The World Health Organisation and UK governments have influence on many social marketing campaigns with a mixture of UK, European and global issues; for example AIDS awareness and contraception in third world countries. The students can select an international topic for their assignment to broaden their knowledge or reflect previous experience.

Formative Assessment:
Formative assessments will be conducted on 2 occasions during the tutorial sessions. You will have the opportunity to present in groups during session 6 & 8 and receive verbal feedback which is designed to enhance their understanding of the requirements of assessment 1. You will also have the opportunity to present written work during tutorial session 11 which is designed to enhance their understanding of the requirements of assessment 2.

Summative Assessment:
Assessments for this module involve a group presentation worth 40% and an individual essay worth 60%.
For the group presentation, you will be assigned into a group of 4 students. Your group must then select from a list of 4 topics, and design and deliver a 20-min presentation. Each member of the group is expected to deliver a section of the presentation.

The second assessment involves an individual essay of 2,000 words (+/- 10%) in length (excluding appendices). As an individual piece of work, you are expected to work alone, using both lecture and tutorial material to guide your answer. Higher marks will be awarded for those who incorporate sources beyond the lecture material, particularly that of academic journals.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 2-6 9 HOURS= 00.20, WORDS= 0
Essay 60 1-5 13 HOURS= 00.00, WORDS= 2000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT09108 Social Marketing