MKT513 Social Marketing (8)

This subject examines how to change attitudes, beliefs and behaviours that benefit individuals and society at large. Examples of social marketing include campaigns to prevent or reduce alcohol consumption, smoking, drug abuse, domestic violence and unsafe driving. This subject examines how to design a marketing strategy that will move the target audience from indifference to action and ultimately maintenance. The subject uses a case study approach drawing on current and historic Australian and international campaigns. The subject also examines the importance of social marketing in the area of environmental sustainability and corporate social responsibility.


Session 2 (60)
On Campus
CSU Study Centre Sydney
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT513. 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

Enrolment Restrictions

Post graduate students only.

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that in MKT501 or MBA503 or MKT531 or MKT571 and MKT510.

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 marketing, seeking out new ideas and opportunities;
  • be able to provide an appraisal of social responsibility and become familiar with the range of issues where social marketing has an impact;
  • be able to evaluate 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 implement successfully the 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.


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
  • 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 MKT513 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 %
Problem identification
Campaign evaluation
Campaign development

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.