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MRKT8004 - Social Marketing

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Title:Social Marketing
Long Title:Social Marketing
Module Code:MRKT8004
 
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2021/22 ( September 2021 )
Module Delivered in 5 programme(s)
Module Coordinator: Pio Fenton
Module Author: MAURICE J MURPHY
Module Description: This course encourages the student to consider the nature of social marketing and the theory it is based upon and the techniques used to effect social change. Marketing can be applied equally well to tackle behavioural problems such as road safety, healthy eating, smoking, excessive drinking, etc.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Analyse the role and function of social marketing in bringing about social change.
LO2 Discuss the conceptual and methodological issues that underlie the various stages of the social marketing planning process
LO3 Analyse the key strategic tools and techniques in social marketing.
LO4 Analyse effective and efficient social marketing strategies and interventions appropriate to a given set of circumstances.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
 

Module Content & Assessment

Indicative Content
The Theoretical Basis of Social Marketing
Introduction to the concept of social change; Different approaches to social change; Definition of social marketing and how it deals with social change; Differences between social marketing and commercial marketing; Theoretical foundations of social marketing - consumer behaviour and consumer orientation, behaviour change theory, exchange theory.
The Practice of Social Marketing
The essential elements of a social marketing plan; Principles in the development of a social marketing plan; Limitations of the 4Ps model of marketing to social marketing; Measures for the success of social marketing programmes; Role of advertising in the social marketing mix; Challenges involved in social marketing research; Problems in researching sensitive topics and understanding ways to deal with these problems.
Problems and Constraints in Social Marketing
Ethical issues involved in social marketing programmes; Criticisms levelled at social marketing; Differences between social marketing and generic marketing; Overall value of social marketing.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Case study on specific sport, health and exercise behaviour change initiatives. 1,2,3,4 40.0 Week 7
Written Report Written report on a Social Marketing topic. 1,2,3,4 60.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Reading and research 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Reading and research 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 

Module Resources

Recommended Book Resources
  • Gerard Hastings and Christine Domegan 2018, Social Marketing: Rebels with a Cause, 3rd Ed., Routledge [ISBN: 9781138123830]
Supplementary Book Resources
  • Nancy Lee and Philip Kotler 2019, Social Marketing: Behaviour Change for Social Good, 6th Ed., Sage [ISBN: 9781544351506]
  • Jeff French and Ross Gordon 2019, Strategic Social Marketing for Behaviour and Social Change, 2nd Ed., Sage [ISBN: 9781526446046]
  • Gerard Hastings and Christine Domegan. 2014, Social Marketing: From Tunes to Symphonies, 2nd Ed., New York; Routledge [ISBN: 9780415683739]
  • Nancy R. Lee, Philip Kotler 2016, Social Marketing: Influencing Behaviors for Good, 5th Ed., Sage Publications, Inc. [ISBN: 9781412981491]
  • Jeff French, Rowena Merritt, Lucy Reynolds 2011, Social Marketing Casebook, 1st Ed., Sage Publications Ltd. London [ISBN: 9780857025432]
  • Helena Alves and José Luis Vázquez (Editors) 2013, Best Practices in Marketing and their Impact on Quality of Life, Springer London [ISBN: 9789400758773]
  • Jeff French, Clive Blair-Stevens, Dominic McVey, Rowena Merritt 2010, Social Marketing and Public Health, Oxford University Press, USA [ISBN: 9780199550692]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 2 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 8 Elective
CR_BSPRT_8 Bachelor of Business (Honours) in Sport & Exercise Management 7 Mandatory
CR_BSPTE_8 Bachelor of Business (Honours) in Sport and Exercise 1 Mandatory
CR_BCSSP_8 Bachelor of Science (Honours) in Coaching Science and Sports Pedagogy 7 Group Elective 2

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