Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LH Social Marketing and Societal Issues
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 25942
Module Lead Sarah Forbes
Level Honours Level
Credits 10
Semester Semester 1
Restrictions None
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours
Description 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%)
Reading List