This module examines how social marketing techniques can inform public policy and community efforts to facilitate voluntary behaviour change. Students will examine how market research, segmentation and message framing are used to develop and implement interventions or Social Marketing campaigns. In addition, debate will surround topics (e.g., tobacco control) with regards to the suitability of individual responsibility in comparison to a nanny state (libertarianism vs. paternalism) approach. Research informed teaching will be used to demonstrate the benefit of Social Marketing activities.
Learning Outcomes
By the end of the module students should be able to:
Demonstrate a critical knowledge and understanding of the core principals of Social Marketing
Identify and evaluate competing opinions in relation to individual responsibility and government responsibility;
Analyse and explain how research can be used to inform social marketing campaigns and public policy;
Critically evaluate theories used in Social Marketing and their potential applications.
Assessment
25942-01 : Literature Review : Coursework (60%)
25942-02 : Quiz : Class Test (40%)
Assessment Methods & Exceptions
25942-01 : 1500 word Literature Review : Coursework (60%) 25942-02 : One hour Class Test (40%)