Modules

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
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

Social marketing is a strategic approach that applies traditional marketing principles to influence behaviour change for the benefit of individuals and society. It aims to tackle diverse social challenges, from unhealthy lifestyle choices to sexual harassment. In this module you will learn about the core concepts and principles of social marketing, including behaviour change theory, strategic planning, and the social marketing mix, which are all essential in crafting effective behavioural change campaigns. You will develop skills in effective teamwork management, conducting social research, critically reviewing information, and presenting persuasive arguments.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Demonstrate a critical understanding of the core concepts and principles of social marketing

LO2: Evaluate the role of behaviour change theories in addressing societal challenges

LO3: Apply social research skills and campaign planning techniques

LO4: Demonstrate skills in critical reasoning and argumentation
Full Details of Teaching and Assessment
2025/6, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Paul Naughton
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 11 In the lectures, we cover the key concepts and principles of social marketing, often referred to as the social marketing benchmark criteria. This will contribute to the successful completion of the summative assessments.
Face To Face Seminar 22 The seminars build on the topics covered in the lectures. They are interactive and practical sessions focused on your summative assessments. Occasionally, you may be required to do some preparation work for these classes.
Online Guided independent study 167 You are expected to undertake research and other exercises outside of the lectures and seminars in order to help you develop your understanding of social marketing and enable you to successfully complete your assessment to a high standard.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 50 1~2~3~4 Week 8 HOURS= 20 minutes Working in groups, you are required do a presentation on a social marketing topic of your choice. You must analyse the social problem and propose strategies to influence behavioral change.To reward individual student performance, each group member will assess their group peers at the end of the project.
Essay 50 1~2~3~4 Week 13 , WORDS= 2000 words You are required to write an essay on a predefined topic related to social marketing.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
MKT09108 Social Marketing
 

Related information