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BX3186 - Social Marketing

Credit points: 3
Year: 2019
Student Contribution Band: Band 3
Administered by: College of Business, Law & Governance

This subject is designed to enable participants to explore the fundamental principles of social marketing, and to gain or improve skills relating to the design and implementation of social marketing interventions. It will include a critical review of the relevance of commercial marketing concepts and behavioural theories to social marketing applications such as sustainability as well as other relevant topics such as environmental issues, crime prevention and health behaviours. Participants will also gain experience in developing research instruments, using both quantitative and qualitative techniques, in order to provide background research on target populations prior to developing specific interventions.

Learning Outcomes

  • critically evaluate the differences between for- profit and social marketing, including transactional and relationship marketing concepts and to apply this to real-world marketing problems in the sector;
  • examine factors influencing or impeding sustained positive behavioural change and the steps in developing interventions, using traditional and non-traditional ways of communicating with target audiences, message framing, and potential ethical issues;
  • apply the knowledge and the accompanying skills to analyse data and to make reasoned recommendations for future actions;
  • undertake competitor analysis and the management of strategic partnerships, together with techniques for evaluating intervention effectiveness;
  • use appropriate marketing tools to apply marketing theories, concepts and processes to develop well-reasoned recommendations for a real- world project.
Prerequisites: 24 CP OF SUBJECTS OR AS APPROVED BY THE SUBJECT COORDINATOR

Availabilities

JCU Singapore, Study Period 51, Internal
Census Date 11-Apr-2019
Coordinator: Dr Tracey Mahony
Lecturer: Mr Rayan Daniyal.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 0 hours
  • assessment and self-directed study
Assessment: applied social marketing project - critical presentation and report of well-reasoned recommendations (60%); case study analysis (40%).

Study Period 1, External
Census Date 28-Mar-2019
Coord/Lect: Dr Tracey Mahony.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 0 hours
  • assessment and self-directed study
Method of Delivery: WWW - LearnJCU
Assessment: applied social marketing project - critical presentation and report of well-reasoned recommendations (60%); case study analysis (40%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.