Registry
Module Specifications
Archived Version 2014 - 2015
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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 | |||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities introduction to social marketingdefinition 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 challengescommon challenges including the concept of pricesocial issuesperceiving social issues from a social marketing perspective and understanding consumers' needs and wantstheoretical considerationstheories germane to to the discipline of social marketingsocial marketing planning processsituational analysis, market research, product development, segmentation approaches, distribution and promotion decisionssocial marketing across culturesstandardisation and customisationevaluationapproaches to evaluating social marketing programmes | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources 11981, 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, | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||
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