Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title
Module Code
School
Online Module Resources

Module Co-ordinatorSemester 1: Ciaran Dunne
Semester 2: Ciaran Dunne
Autumn: Ciaran Dunne
NFQ level 8 Credit Rating
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
Overall, this module aims to develop students' ability to effect social change in a positive way through learning, adopting and applying social marketing principles and strategies. It explores the historical development of social marketing, introduces specific theories relevant to the field and provides frameworks and models according to which students can design and implement strategies aimed at effecting social change. The module facilitates an understanding of the impact of culture on the development of such strategies and introduces students to national and international case studies, ethical issues and the evaluation of social marketing programmes. Finally, this module stimulates thinking regarding the possible application of social marketing principles within their local community.

Learning Outcomes
1. Relate the relevance of social marketing to contemporary society and recognise the unique characteristics of social marketing.
2. Review, analyse and critically evaluate social marketing programmes from a theoretical and practical perspective.
3. Apply the principles of social marketing to the design and development of social marketing programmes



Workload Full-time hours per semester
Type Hours Description
Lecture24No Description
Seminars24No Description
Assignment10Individual assignment
Group work30Group assignment
Independent learning time162No Description
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities
introduction to social marketing.
definition of key concepts and introduction to the 'marketing mix' followed by consideration of the unique characteristics of social marketing within the broader discipline of marketing..

social marketing challenges.
common challenges including the concept of price.

social issues.
perceiving social issues from a social marketing perspective and understanding consumers' needs and wants.

theoretical considerations.
theories germane to to the discipline of social marketing.

social marketing planning process.
situational analysis, market research, product development, segmentation approaches, distribution and promotion decisions.

social marketing across cultures.
standardisation and customisation.

evaluation.
approaches to evaluating social marketing programmes.

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Projectindividual project70%n/a
Portfolion/a30%n/a
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category
Indicative Reading List
  • Andreason, A: 2006, Social marketing in the 21st century, Sage, London,
  • Andreason, A and Kotler, P: 2008, Strategic marketing for non-profit organisations, Prentice Hall,
  • Goldberg, ME, Fishbein, M, Middlestat, SE (eds): 1997, Social marketing: theoretical and practical perspectives, Lawrence Erlbaum associates Inc, washington D.C.,
  • Hastings, G: 2007, Social marketing: why should the devil have all the best tunes?, Butterworth-Heinemann, Oxford,
  • Kotler, P and Lee NR: 2009, Up and out of poverty: the social marketing solution, Wharton School Publishing, Pennsylvania,
  • Kotler, P and Lee, N: 2008, Social marketing: influencing behaviours for good, Sage, London,
  • Kotler, P, Roberto, W, Lee, N: 2002, Social marketing - improving the quality of life, Sage, Thousand Oaks, CA,
  • McKenzie-Mohr, D and Smith, W: 2000, Fostering sustainable behaviour: an introduction to community-based social marketing, New Society Publishers, British Columbia,
  • Mooij, MK: 2004, Consumer behaviour and culture: consequences for global marketing and advertising, Sage, Thousand Oaks, CA,
  • Sargeant, A and Wymer, W (eds): 2008, The Routledge companion to nonprofit marketing, Routledge, Oxon,
  • Usunier, J-C and Lee, JA: 2005, Marketing across cultures, Financial Times/Prentice Hall, Harlow,
  • Weinrich, HK: 1999, Hands-on social marketing: a step-by-step guide, Sage, Thousand Oaks, CA,
Other Resources
1632, website, Jones, SC, Iverson, DC, Penman, A and Tang, A, 2005, A practical application of theory: using social marketing theory to develop innovative and comprehensive sun protection campaigns, http://ro.uow.edu.au/hbspapers/71,
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