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
2023/4, 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:

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