SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN525561
Module Leader Margie Shields
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • B (January start)

Summary of Content

Social Marketing is increasingly being applied by governments, public sector institutions and voluntary organisations when developing strategic and operational 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 designing social marketing strategy, implementing and evaluating social marketing campaigns, and understanding the theory, uses and impacts of behavioural science and behavioural economics on society for its common good. The module focuses on social marketing approaches to social and behavioural change through the understanding of social marketing environment and the management of social marketing strategy and programmes. Links to corporate social responsibility, empathy marketing and social marketing ethics also feature


The development and practice of social marketing theory Social marketing strategy development The concepts of behavioural science and behavioural change in relation to social marketing Behavioural economics and its impact on major social institutions Competition in social marketing Social marketing audience identification, segmentation, targeting and positioning Social marketing and media channels including new media Social marketing campaign planning Ethical issues in social marketing (Nudge, Shove and Slap) Models and frameworks of social marketing practice Social marketing and globalisation, culture and social norms Social marketing and linkages to the consumer metaphor, well-being and human rights Social marketing and corporate social responsibility Social marketing as a force for social disorder (inappropriate applications of social marketing) Sustainable social marketing (citizenship and empathy)

Learning Outcomes

On successful completion of this module, the student should be able to:1. Understand the social marketing approach to social and behavioural change.2. Analyse the social marketing environment.3. Review/evaluate social marketing programmes for government, public and voluntary sector institutions.4. Design and communicate social marketing campaigns through traditional and new media.5. Demonstrate the application of social marketing tools and techniques to contemporary social issues.6. Understand the ethical issues of social marketing practice

Teaching / Learning Strategy

The teaching and learning strategy uses a combination of lectures and seminars, some of which are led by academic staff and others by the students. Extensive use of case study will be used to bring theory to life, as well as using media from a variety of sources ( 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 both case studies and material generated by the contemporary issues of the day. 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 in a truly blended learning environment. 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.

Indicative Reading

Books and articles: Eagle, L., Dahl, S., Hill, S., Baird, S., (2012) Social Marketing, Pearson, UK 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., Domegan, C. (2013) Social Marketing from Tunes to Symphonies, Routledge UK, 2nd Ed Hastings, G and Angus, K. (2011) When is social marketing not social marketing? Journal of Social Marketing Vol 1 Issue 1, Hastings, G. (2013) Social Marketing: 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. (2016) Social Marketing: Influencing Behaviors for Good, Sage UK, 5th edit Lefebvre, C. (2011) An integrative model for social marketing, Journal of Social Marketing Vol: 1 Issue: 1 Wymer, W. (2011) Developing more effective social marketing strategies, Journal of Social Marketing Volume: 1 Issue: 1 Online sources: Journal of Social Marketing Social Marketing Quarterly

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
Assessment (FT) 70.00
Lectures (FT) 24.00
Seminars (FT) 12.00
Independent Learning (FT) 94.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 70.00 35% Individual essay (3000 words) Week 14
Coursework 1 n/a 30.00 35% Group Presentation 30 minutes - Week 10