SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN523677
Module Leader Julie McColl
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • B (January start)

Pre-Requisite Knowledge

Foundations of Marketing/Principles of Marketing

Summary of Content

Social Marketing is increasingly being applied by governments, public sector institutions and voluntary organisations when developing interventions to bring about social good. Organisations engaged in social marketing must use their resources effectively to achieve maximum results. The aim of this module is to explore the theory and practice of planning, effectively implementing and evaluating social marketing campaigns through both traditional and new media approaches. The module focuses on social marketing approaches to social change through the understanding of social marketing environment and the management of social marketing programmes.


Exploring theory and practical applications Research in social marketing Competition in social marketing Strategic plans and social marketing The social marketing toolbox: segmentation, targeting and positioning Traditional and new media communication and the limitation of fear Social media and social marketing: The limitation of costs Social marketing campaigns Ethical issues

Learning Outcomes

On successful completion of this module, the student should be able to:1. Understand the social marketing approach to social change2. Analyse the social marketing environment3. Review social marketing programmes for government, public and voluntary sector institutions4. Design and communicate the social marketing campaigns through traditional and new media5. Evaluate and control the social marketing programme

Teaching / Learning Strategy

The teaching and learning strategy uses a combination of lectures and workshops, some of which are led by academic staff and others by the students. To contextualise and provide currency to specific issues guest speakers will be invited, as well as using media from a variety of sources (e.g use of the bob box of broadcasts, Emphasis is placed on bridging the gap between theory and practice, where students are introduced to a range of concepts, analytical tools and frameworks, and given the opportunity to discuss and apply them using case studies. The use of case studies is designed to give students responsibility for learning through their joint efforts, with the teaching team acting as facilitators. The case method is a form of experiential learning, and its use on the module is designed to encourage students to acquire knowledge through research, develop skills in evaluating a problem using analytical tools, practice how to make strategic decisions, and present and justify a particular course of action. GCU Learn will support the learning experience in a number of ways, notably as a source of relevant reading and teaching material, but also as a portal for research resources, video clips and related audio-visual sources. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Andreasen, A., (2006) Social Marketing in the 21 st Century, Sage Publications,UK Andreasen, A. (1994) Social Marketing: its definition and Domain, Journal of Public Policy and Marketing , 13, 108-114 Andreasen, A. (1995) Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, Jossey-Bass US Eagle, L., Dahl, S., Hill, S., Baird, S., (2012) Social Marketing, Pearson, UK -567 French, J. (2011) Social Marketing Casebook (Electronic Resource) French, J. Blair-Stephens, C., McVey, D., Merritt, R. (2009) Social Marketing and Public Health, Oxford Scholarship (Electronic Resource) Hastings, G., and Domegan, C. (2013) Social Marketing from Tunes to Symphonies, Routlidge UK, 2 nd Edit Hastings, G and Angus, K. (2011) When is social marketing not social marketing? Journal <>of Social Marketing <> Volume: 1 Issue: 1 <> Hastings, G. (2013) Social Marketing: Why should the devil get all the best tunes?: Why Should the Devil Have All the Best Tunes? Butterworth UK. Gordon, R. (2011) Critical social marketing: definition, application and domain, Journal of Social Marketing <> Volume: 1 Issue: 2 <> Lee, N. and Kotler, P. (2011) Social Marketing: Influencing Behaviors for Good, Sage UK, 4 th edit Lefebvre, C. (2011) An integrative model for social marketing, Journal <>of Social Marketing <> Volume: 1 Issue: 1 Wymer, W. (2011) Developing more effective social marketing strategies, Journal <>of Social Marketing <> Volume: 1 Issue: 1 <> Online sources: -567 Journal of Social Marketing Social Marketing Quarterly Journal of Digital and Social Media Marketing

Transferrable Skills

By the end of this module students will have gained competence in the following key areas : b7 Analytical skills - through case study analysis in seminars b7 Communication and interpersonal skills - through presenting individual findings in seminars and through group discussions b7 Problem-solving skills - through the application and integration of knowledge gained (from this and other disciplines) to making recommendations on the validity of various tools and techniques b7 Self-management/independent learning skills (reflected in management of coursework and directed learning activities) b7 Writing skills (through the coursework) b7 Research skills - through directed investigative work b7 ICT Skills - through the use of the Internet, Blackboard and Web 2.0 technologies

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Independent Learning (FT) 116.00
Assessment (FT) 60.00
Lectures (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 70.00 n/a Individual Report - 3000 words
Coursework 1 n/a 30.00 n/a Group Presentation - 30 mins