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 Sales and Entrepreneurship
Prerequisites

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

2018/9, 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 Logie-MacIver
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The learning outcomes are demonstrated through a group presentation and an individual Essay. The first assessment is a group presentation which is an evaluation of a social marketing campaign. The group must prepare a story-board depicting the issues and problems in the social environment (e.g. obesity) and the behaviour changes that are targeted by the campaign. This project will require qualitative research in the form of one focus group discussion and analysis. The students should utilise the analysis from the focus group when presenting their critical review of the social marketing issue they have chosen. The second assessment is an individual essay focusing on one social marketing problem. The essay should be developed using current popular articles and in particular journal articles. The student should write a structured essay (with references cited in the text) demonstrating the role that social marketing and social policy have to play in changing behaviour.
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:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

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


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

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

Indicative References and Reading List - URL:

Core - ANDREASEN ALAN (2006) SOCIAL MARKETING IN THE 21ST CENTURY: SAGE, 2007th ed. - ISBN: 9781483329192
Core - HOEK JANET; JONES SANDRA REGULATION, PUBLIC HEALTH AND SOCIAL MARKETING: A BEHAVIOUR CHANGE TRINITY (2011) : JOURNAL OF SOCIAL MARKETING Vol. 1, 1st ed. - ISSN: 20426763
Recommended - WEINREICH NEDRA KLINE (2011) HANDS ON SOCIAL MARKETING: A STEP BY STEP GUIDE TO DESIGNING CHANGE FOR GOOD: THOUSAND OAKS CALIFORNIA PUBLISHED BY SAGE IN LONDON, 2013rd ed. - ISBN: 9781452223124
Recommended - AZMAN, N., & SAHAK, S. Z NUTRITIONAL LABEL AND CONSUMER BUYING DECISION: A PRELIMINARY REVIEW. (2014) : PROCEDIA - SOCIAL AND BEHAVIORAL SCIENCES, Vol. 130, 1st ed.
Recommended - NOBLE, G., STEAD, MARTINE, JONES, SANDRA, MCDERMOTT, LAURA, & MCVIE, DANIELLE THE PARADOXICAL FOOD BUYING BEHAVIOUR OF PARENTS (2007) : BRITISH FOOD JOURNAL, Vol. 109, 5th ed.
Recommended - LOGIE-MACIVER, PIACENTINI M., EADIE “USING QUALITATIVE METHODOLOGIES TO UNDERSTAND BEHAVIOUR CHANGE (2011) : QUALITATIVE MARKET RESEARCH: AN INTERNATIONAL JOURNAL, Vol. 15, 1st ed.
Recommended - LOGIE- MACIVER, PIACENTINI M “TOWARDS A RICHER UNDERSTANDING OF CONSUMER IN SOCIAL MARKETING CONTEXTS: REVISITING THE STAGES OF CHANGE MODEL (2010) : JOURNAL OF MARKETING MANAGEMENT, Vol. 27, 1st ed.
Recommended - PROCHASKA J.O., DI CLEMENTE C.C., IN SEARCH OF HOW PEOPLE CHANGE: APPLICATIONS TO ADDICTIVE BEHAVIOUR, (1992) : AMERICAN PSYCHOLOGIST, Vol. 47, 9th ed.
Recommended - STEAD M. GORDON R. ANGUS, MCDERMOTT L “ A SYSTEMATIC REVIEW OF SOCIAL MARKETING EFFECTIVENESS” (2007) : HEALTH EDUCATION Vol. 107, 2nd ed.
Recommended - DIBB SALLY & CARRIGAN MARYLYN SOCIAL MARKETING TRANSFORMED: KOTLER POLONSKY & HASTINGS REFLECT ON SOCIAL MARKETING IN A PERIOD OF SOCIAL CHANGE (2013) : EUROPEAN JOURNAL OF MARKETING Vol. 47, 9th ed. - ISSN: 03090566
Recommended - LINDRIDGE ANDREW; MACGASKILL SUSAN; GINCH WENDY; EADIE DOUGLAS; HOLME INGRID APPLYING AN ECOLOGICAL MODEL TO SOCIAL MARKETING COMMUNICATIONS (2013) : EUROPEAN JOURNAL OF MARKETING Vol. 47, 9th ed. - ISSN: 03090566
Recommended - DIANA GREGORY-AMITH;VICTORIA WELLS;MANIKA DANAE; SONJA GRAHAM AN ENVIRONMENTAL SOCIAL MARKETING INTERVENTION AMONG EMPLOYEES: ASSESSING ATTITUDE AND BEHAVIOUR CHANGE (2015) : JOURNAL OF MARKETING MANAGEMENT Vol. 31, 3rd ed.
Recommended - EAGLE, L., DAHL, S., HILL, S. BIRD, S. SPOTSWOOD, F. AND TAPP (2013) SOCIAL MARKETING: PEARSON, 1st ed. - ISBN: 9780273727224
Recommended - KOTLER, P. & LEE, N. R. (2008) SOCIAL MARKETING: INFLUENCING BEHAVIOURS FOR GOOD.: SAGE PUBLICATIONS, 3rd ed. - ISBN: 9781412956475
Recommended - HASTINGS, G. (2007) SOCIAL MARKETING: WHY SHOULD THE DEVIL HAVE ALL THE BEST TUNES: ROUTLEDGE, 1st ed. - ISBN: 9780750683500
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