module specification

MN6070 - Social Marketing (2023/24)

Module specification Module approved to run in 2023/24
Module title Social Marketing
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
36 hours Scheduled learning & teaching activities
74 hours Assessment Preparation / Delivery
40 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 20%   The students prepare a group presentation to be uploaded
Coursework 80%   Individually written assignment. It is submitted electronically via Turnitin on Weblearn. (2000 words)
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Autumn semester North Wednesday Morning
Autumn semester North Wednesday Afternoon

Module summary

This module aims to introduce the students to a developing specialist new field associated with marketing. It provides the students with the opportunity to build on their knowledge about marketing to apply it to situations where the aim is to help address social problems. Students will learn how this developing new science makes use of several disciplines, in addition to marketing, to help improve the welfare of our societies. This field has been successfully applied to many social ills ranging from obesity, drinking and driving to discrimination and domestic violence. 
Students will be first introduced to the history and concepts of social marketing and shown the procedures used by social marketers to address social problems. The students will be encouraged to develop their critical as well as applied abilities during their studies.
By the end of the module the students will not only be able to appreciate the benefits of social marketing but also learn very useful skills about how to apply it. The knowledge and skills of this module will combine with previous skills achieved by students in the course, to enable them to understand and apply their marketing skills to both commercial as well as social situations. It will also help develop a socially responsible attitude as well as enable them to consider pursuing this professionally rewarding specialist area for their career.


A brief outline of the indicative syllabus in narrative form identifying key subject areas to be addressed in discrete elements of the course

  • Describe the purpose, definitions and scope of the dimensions of SM LO1 
  • Describe the principles of SM LO1, LO2 
  • Plan the SM process LO2, LO3 
  • Discuss partnerships and ethical issues LO1, LO2 
  • Apply the SM consumer and effective targeting LO3 
  • Critically explain social change LO1, LO2 
  • Design an optimal intervention LO3 
  • Explain and apply message framing LO2, LO3 
  • Discuss and demonstrate creativity in SM LO2, LO3 
  • Describe media planning in SM LO2, LO3 
  • Discuss the challenges of evaluation LO2, LO3

Balance of independent study and scheduled teaching activity

The module will be delivered over a 15-week period consisting of 2 hour weekly sessions. The module will use a blended learning delivery approach covering lectures/workshops, video demonstrations and student projects. We will use Weblearn extensively for both delivery of teaching and practice material as well as for the submission of assessment.

Each seminar will include introductions to key concepts as well as opportunities for practice of the concepts using real-life examples. Students will be given the opportunity to prepare for sessions by encouraging them to undertake tasks before sessions.

During classes students will be encouraged to present their reflections about tasks so they may also develop their ability to speak confidently to audiences.
Students will be encouraged to keep a learning log to help them see how they are developing and note any areas of difficulties which can be discussed with the tutor.

Learning outcomes

On successful completion of the module students should be able to:

1. Critically appreciate the importance of Social Marketing (SM) as an effective tool in improving society. This means also understanding its history and how it came to be considered a specialist field of marketing.

2. Critically appreciate the challenges addressed by SM locally and globally and the concepts and models it makes use of to make a difference in our societies

3. Use a range of key social marketing tools to help understand a problem and develop a strategy to change behaviour.

The outcomes will be targeted via in-class activities (e.g. presentations, practice) and between sessions preparations/readings.

Assessment strategy

The assessment strategy consists of 2 components: One group assessment and the other, a report. All assessment assesses not only the level of familiarity with the concepts covered but also the ability to apply them critically in a real-life context. The assessment will ensure all dimensions of learning are covered.

All assessments address the content covered in the learning. The assessment components are as follows:

Assessment 1 (Individually Assessed Group presentation) (20%)
This assessment encourages the students to work together to research and evaluate a Social Marketing project degree of success or failure based on the procedure adopted by the project. They will suggest recommendations that may improve the result in the future. The report will make use of secondary data in developing the arguments.

Assessment 2: Written Individual Assignment (Weighting: 80%)
This assignment requires the students to identify a social marketing topic that has been addressed in more than one geographical area (or countries) or periods and report about the difference of approaches and critically assess their respective degree of success. The student will provide a list of recommendations for future workers on the selected topic.

All assessment outcomes will be accompanied by feedback to students on the positive aspects of their submissions as well as areas for improvements.


1.  Core Reading

Eagle, Lynne & Dahl, Stephan & Hill, Ms Susie & Bird, Sara & Spotswood, Fiona & Tapp, Alan (2012). Social Marketing. London: Pearson.

Fourali, C (2016). The Promise of Social Marketing: A powerful tool for changing the world for good. London: Routledge.

2.   Additional Texts

Andreasen, A. (2006) Social Marketing in the 21st Century, Thousand Oaks, CA: Sage.
Donovan, R. and Henley, N. (2010) Principles and Practice of Social Marketing: An International Perspective, Cambridge University Press: Cambridge.
Fourali, C. (2009) Developing world-class Social Marketing standards: a step in the right direction for a more socially responsible Marketing  profession, Social Marketing Quarterly, 15(2), 14–24.
Fourali, C. (2017). Qualitative Research Methods: Elements of a Good Design, in Benzo, R., Gad-Mohsen, M. and Fourali, C. (Eds). Marketing Research: Planning, Process, Practice. London: Sage.
Fourali, C. (2017). From Theory to Practice: Illustrating the Qualitative Research Process, in Benzo, R., Gad-Mohsen, M. and Fourali, C. (Eds). Marketing Research: Planning, Process, Practice. London: Sage.
Fourali, C. (2018). Development Education and Social Marketing: Two Disciplines with One Purpose. Policy and Practice: A development Education Review. Centre for Global Education. (free access at: )
French, J. and Gordon, R. (2015) Strategic Social Marketing, London: Sage.
Hastings, G. and Domegan, C. (2018) Social Marketing: Rebels with a Cause, Abingdon: Routledge. (recommended)
Kotler, P. (2013) World Social Marketing Conference (WSMC), (accessed 29 November 2014).
Kotler, P. and Lee, N. (2008) Social Marketing: Influencing Behaviours for Good, London: Sage.
Peattie, S. and Peattie, K. (2003) Ready to fly solo? Reducing social marketing’s dependence on commercial marketing theory, Marketing Theory, 3(3), 365–385.
WSMC (2008) World Social Marketing Conference, Brighton and Hove City, 29–30 September, (accessed 10 July 2015).


Social Marketing Quarterly
Journal of Social marketing
Journal of marketing
The Marketer
International Journal of Research in Marketing
European Journal of Marketing
Journal of Consumer Psychology
Journal of International Marketing


Chartered Institute of Marketing (CIM)

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.
World conference on Social Marketing
Agents of Change conference USA
Australian Social Marketing Conference 9 Biannual)
American Social Marketing Association Conference (Biannual)
European Social Marketing Conference (Biannual)
CIM annual conference on marketing
African Social Marketing Conference