Introduction to Social Marketing - CB734

Sorry, this module is not currently running in 2019-20.


CB680 Introduction to Marketing


Available to short-term/exchange students



This module will provide students with the tools to promote voluntary behaviour change. Specifically students taking this module will be able to identify health, environmental, social-economic related issues where behavioural changes can significantly impact present and future social outcomes. Over the course of the term the module will provide students with a toolbox to assess and affect behavioural change based around marketing principles and the "social marketing approach" This will cover basic issues in the design, implementation and evaluation of social marketing initiatives. Sessions in this module will cover:

• What is social marketing? Definitions and frameworks.
• What is the scope of social marketing? Topics and Themes.
• Who does social marketing? Topology of organizations involved I social marketing and how it affects programs.
• External barrier and drivers of social change.
• Who are we trying to change?
• What ethical issues emerge when we foster Identifying and characterizing the subjects of social marketing campaigns
• Designing and implementing social marketing programmes.
• Evaluating social marketing programs.


This module appears in:

Contact hours

Lectures 11
Seminars 10
Independent study 129

Total hours 150

Method of assessment

Examination – 2 hours, unseen 60%
Group presentation 20%
Online MCQ 20%

Indicative reading

Andreasen, A. R. (2006) Social Marketing in the 21st Century. Thousand Oaks, CA: Sage Publications.

Eagle, L., Dahl, S., Hill, S. Bird, S. Spotswood, F. and Tapp, A. (2013) Social Marketing. Harlow (UK): Pearson

Hastings, G. (2007) Social Marketing: Why Should the Devil Have All the Best Tunes? Oxford (UK): Butterworth and Heinemann

Lee, N. R., and Kotler, P. (2011) Social Marketing: Influencing Behaviours for Good. 4th Edition, London (UK): Sage.

See the library reading list for this module (Canterbury)

Learning outcomes

By the end of this module, students will be able to:
11.1 Demonstrate knowledge and understanding of the definition and scope of social marketing.
11.2 Evaluate the contexts and institutions where social marketing is applied.
11.3 Understand the contribution of business ethics and marketing strategy to social marketing.
11.4 Critically understand the challenges of using marketing for social change.
11.5 Acknowledge what makes a social marketing strategy effective.
11.6 Assess and appreciate the difference between public and private social
marketing programmes.

12. The intended generic learning outcomes
By the end of this module, students will:
12.1 Be able to demonstrate self-management skills
12.2 Be able to exercise personal responsibility and decision-making
12.3 Be able to work with others people from different cultural backgrounds
12.4 Be able to identify and reconcile conflicting views and ethical perspectives
12.5 Be able to identify, analyse, and address both academic and practical problems
12.6 Be able to communicate effectively through oral and written presentations

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