Summary of content

Social Marketing is increasingly developing into a recognised marketing specialism linked to but distinct from traditional commercial marketing theory and practice. It is predominantly employed by governments, public and third sector institutions and voluntary organisations when developing interventions to bring about social change for the common good. Social Marketing is becoming increasingly important as an influencer in social norm perceptions and is now recognised as a powerful tool in mobilising behavioural change in the development of civil society, well-being and the movement towards a more social economy underpinned by such sub-disciplines such as Empathy Marketing and its use in the development of a more compassionate society. Social Marketing contributes to achieving Sustainable Development Goals by equipping students with the tools and techniques to become effective social entrepreneurs and leaders in securing a sustainable future for both people and planet. The aim of this module is to explore the theory and practice of strategic and operational social marketing, including planning, effectively implementing and evaluating social marketing strategy and campaigns through both traditional and contemporary approaches. The module focuses on training student thought processes to effectively understand and evaluate the social marketing environment (nationally, internationally and cross culturally) and its linkages to behavioural change. There is a strong focus on the application of theory in a consultancy-based approach to learning, development and assessment.

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