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.

Availability

Session 2 (60)
Online
Bathurst 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

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Assumed Knowledge
MKT110

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 critically analyse social and environmental trends to determine the implications and make recommendations for managerial decision-making;
  • be able to examine and evaluate the impact of social marketing campaigns on behaviour;
  • be able to reflect on a range of contemporary social issues using multiple perspectives;
  • be able to use secondary research skills to collect, collate, monitor and use data to support social marketing strategies;
  • be able to critically analyse, discuss and evaluate social marketing strategies theories; and
  • be able to apply marketing techniques and theories to develop creative and well-balanced solutions for business aimed at alleviating social, economic, environmental and sustainability concerns.

Syllabus

This 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)

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT303 in Session 2 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
Monitoring the conversation
20
2
Profiling the reluctant consumer
45
3
Creative campaign: changing behaviour
35

The information contained in the CSU Handbook was accurate at the date of publication: February 2020. The University reserves the right to vary the information at any time without notice.

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