MKT303 Social and Sustainability Marketing (8)

This subject examines how to change behaviour or firmly held beliefs in a manner that benefits individuals and society at large through the application of social marketing campaigns. Examples of social and sustainability marketing areas include, 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.


Session 2 (60)
On Campus
CSU Study Centre Sydney
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



One session


School 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 sustainability marketing, seeking out new ideas and opportunities;
  • be able to critically analyse social and sustainability 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.


This subject will cover the following topics:
  • Defining social marketing and a 10 step planning model for social marketing campaigns
  • Role of market research
  • Behavioural change: Theories, frameworks and models
  • Social and sustainability issues: Purpose and focus
  • STP (segmentation, targeting and positioning): Selecting and understanding audiences
  • Setting objectives and goals
  • Audience insights and positioning
  • Product and price
  • Place and promotion
  • Monitoring, evaluation and budgets
  • Implementation and strategy

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT303 in Session 2 2020. 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
Value %
Monitoring the conversation
Profiling the reluctant consumer groups
Creative campaign: changing group behaviour

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.