MKT40650 Marketing for Social Change

Academic Year 2021/2022

Why do people smoke if they know it's unhealthy? How can people be encouraged to behave environmentally friendly? What can be done to reduce stress among students?

This module explores how can marketing be used to for social change. Instead of selling products or services, marketing can also be used to “sell” ideas and attitudes and change behaviour. The key focus of this course is on marketing strategies aimed to influence social issues and to change consumers’ behaviour in order to improve their personal welfare and collective goods in society, such as public health and the environment. In this course, you will learn about marketing campaigns aimed to change consumers' behaviours and promote sustainability, health and wellbeing in society. This course will provide students with skills and theories needed to apply marketing techniques to encourage behaviour change.

*** PLEASE NOTE that due to the COVID-19 situation, this course is undergoing changes, which may lead to deviations from Module Descriptor***

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Curricular information is subject to change

Learning Outcomes:

After completing the course students should have obtained an overview and understanding of the most important concepts and theories that are relevant to understanding social behaviour change. Upon successfully completing this module, students will:

1. Have an understanding of which factors influence consumers' behaviour, including their motivations, attitudes, and social influence.
2. Understand and are able to apply principles of marketing to design campaigns aimed at changing social behaviour.

Indicative Module Content:

Strategies and theories for behavioural change, including:
- Rewards and punishments
- Social influence
- Breaking habits
- Values and norms
- Nudging

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Presentation Unspecified n/a Graded No


Project: Project report Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Pre-assessment: (1) there is an option to consult with lecture regularly when working on the assessment; (2) students are expected to give each other feedback on their projects in group sessions. Post-assessment: (2) Class feedback will be provided.

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