Core Module Information
Module title: Social Marketing (HK)

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

Module code: MKT09908
Module leader: Christine Band
School The Business School
Subject area group: Marketing

There are no pre-requisites for this module to be added

Description of module content:

- Defining social marketing - where the concept originated, how it has evolved, who carries out social marketing, who benefits?
- Understanding the social marketing environment; analysing the factors within the macro/ micro environment and understanding the competition
- Understanding the target audience (upstream/downstream); and how behaviour change theory applies here
- Assessing Social Marketing formative research – how it is conducted and why it is critical. Setting objectives and goals for planning.
- Assessing Social Marketing Research - what is the best methodological approach to understand the problem?
- Assessing Social Marketing Communications – what are the best methods for communicating the message?
- Analysing contemporary issues within the field of social marketing

Learning Outcomes for module:

LO1: demonstrate a critical understanding of the nature of social marketing and it's role in society
LO2: analyse the various audiences for social marketing (up-mid-down stream)
LO3: demonstrate a critical understanding of social marketing research, planning and communication techniques
LO4: critically assess social marketing problems and suggest ways of solving these

Full Details of Teaching and Assessment
2022/3, Trimester 3, BLENDED,
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: HONG KONG
Member of staff responsible for delivering module: Clidna Soraghan
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module is delivered via online lectures (from Edinburgh Napier) and face-to-face tutorials (in City University HK).

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.

Formative Assessment:
Formative assessments will be conducted on 4 occasions during the tutorial sessions. Students will have the opportunity to present in groups during session 2 & 5 and receive verbal feedback which is designed to enhance their understanding of the requirements of assessment 1. Students will also have the opportunity to submit written work during tutorial session 4 & 6 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)
Online Lecture 100
Face To Face Tutorial 50
Independent Learning Guided independent study 50
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 LO 1, & 2 6 HOURS= 00.20
Essay 60 LO 3 & 4 10 , WORDS= 2000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader