MKT303 Social and Environmental Marketing (8)


This subject examines how to change behaviour or firmly held beliefs in a manner that benefits individuals and society at large. Examples of social and environmental marketing include sustainability, campaigns to prevent or reduce alcohol consumption, recycling, the climate change debate, farm management and environmental outcomes, smoking, drug abuse, domestic violence and unsafe driving. This subject examines how to design a marketing strategy that will move the target audience from ignorance or indifference to awareness, action and ultimately maintenance. The subject uses a case study approach drawing on current and historic Australian and international campaigns.

+ Subject Availability Modes and Location

Session 2
InternalAlbury-Wodonga Campus
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT303
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge


Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to differentiate between commercial and social marketing, and outline the scope of social and environmental marketing, seeking out new ideas and opportunities;
  • be able to demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact;
  • be able to appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability;
  • be able to critically analyse, discuss and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory;
  • be able to apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society; and
  • be able to demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.


The subject will cover the following topics:
  • What is social and environmental marketing? Is it marketing after all?
  • Social marketing and sustainability
  • Good reasons for behaviour change: Overconsumption and the pursuit of pleasure; environmental farm practices
  • Social marketing and sustainability: Changing behaviour
  • The basic toolkit: HIV/AIDS and stigmatisation
  • The basic toolkit: Road safety
  • Health and wellbeing: The battle of the bulge
  • Environmental and sustainable living
  • Power and perception: Out of darkness (violence, bullying, eating disorders, depression and mental illness)
  • Health and wellbeing: Prevention and early detection (cancer and immunisation)
  • Environmental and sustainable living: What a waste (litter and recycling)
  • Addictions and risky behaviour (alcohol, binge drinking, street violence and drink driving)


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.