Course Title: Social Marketing

Part A: Course Overview

Course Title: Social Marketing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 1 2014,
Sem 1 2015,
Sem 1 2016,
Sem 1 2017,
Sem 1 2018

Course Coordinator: Diane Martin

Course Coordinator Phone: 9925 1339

Course Coordinator Email:

Course Coordinator Location: Building 80

Pre-requisite Courses and Assumed Knowledge and Capabilities

Assumed knowledge of the following topic areas applies to the course:

• 008994 Marketing Management
• 008995 Consumer Behaviour


Course Description

The need for marketing to inform social and behavioural change initiatives is nascent. This course has been designed to equip you with the tools to practically adapt and apply marketing principles to a range of current and emerging social and environmental challenges. The course explores marketing beyond its commercial role in the economy by highlighting its capacity to leverage fundamental frameworks to achieve pro-social and pro-environmental behaviour change to enable sustained positive outcomes for society.    

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Effectively apply a range of social and environmental marketing principles that promote positive social change amongst community members, business and government sectors
  2. Apply social marketing tools and frameworks that have the capacity to measure and monitor the value of strategic social marketing initiatives
  3. Utilize the tools presented in the course to assess the responsibilities, challenges and opportunities that social issues present the organisation and its leaders
  4. Implement social marketing initiatives that promote value for core stakeholders who are representative of business, government and community members
  5. Strategically link theoretical frameworks with practical solutions to the social issues confronting business, government and the community
  6. Develop, present and articulate practical solutions to pressing social issues at a standard that reflects the research rigour required from clients that commission work in this field

Overview of Learning Activities

Classes have been structured to introduce you to the topics highlighted in the course conceptual model that will be presented in week one. These classes will focus on core social and environmental marketing principles and will be complemented with interactive forums that are designed to enable you to apply your knowledge, explore these principles in-depth and get direct feedback on your progress.  Further, targeted case studies and presentations from industry experts have been incorporated into the course to enhance your understanding of marketing’s role in addressing challenging social issues.

Overview of Learning Resources

The course is supported online using Canvas through myRMIT. This gives access to important announcements, staff contact details, the teaching schedule and content, assessment timelines and a variety of important learning materials including journals, periodicals and newsletters and relevant books, guides and electronic resources.

Overview of Assessment

The assessment alignment listed below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 20%
Linked CLOs: 1, 2, 4, 5, 6

Assessment Task 2: 30%  
Linked CLOs: 1, 2, 4, 5, 6

Assessment Task 3: 50%  
Linked CLOs:  1, 2, 3, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.