Social Marketing - Marketing for Good (12157.1)

Social marketing is the application of commercial marketing principles to solve social problems for the good of people and planet. Social marketing is increasingly being adopted by government and non-profit organisations globally as a way of achieving the United Nation¿s Sustainable Development Goals (SDGs) (e.g. poverty, health, climate change, decent work). This unit introduces students to the theory and application of social marketing, explaining how techniques such as branding, segmentation, customer value and the marketing mix can be used to respond to social and environmental issues. Using problem-based learning, students will analyse real world problems and develop innovative and creative solutions using social marketing frameworks. The unit will use design-thinking to creatively ideate concepts and prototypes for the development of a social marketing program to address problems. Policy makers and industry managers are involved in this unit providing valuable real world connections between theory and practice.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Describe the key principles and concepts of social marketing and service design;
2. Apply service design processes and social marketing theories to analyse real-world social and environmental problems in Australia;
3. Create service design concepts and prototypes for a social marketing program that addresses real world problems; and
4. Evaluate the ethical issues around the implementation of social marketing service design campaigns and programs.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.