MKB3804 - Strategic marketing in social contexts

Overview

The marketing discipline can add value beyond commercial settings, particularly in the not-for-profit and government sectors. This capstone unit will consolidate your marketing knowledge using a marketing planning framework. You will use non-traditional marketing contexts to elevate your understanding of the role and purpose of marketing beyond commercial applications. Specifically, … For more content click the Read More button below. The unit's strong focus on developing skills in the areas of planning and implementation will benefit students seeking to pursue careers in both the profit and not-for-profit sectors.

The marketing discipline can add value beyond commercial settings, particularly in the not-for-profit and government sectors.

This capstone unit will consolidate your marketing knowledge using a marketing planning framework. You will use non-traditional marketing contexts to elevate your understanding of the role and purpose of marketing beyond commercial applications. Specifically, you will gain experience in applying marketing concepts and tools traditionally used for commercial purposes to a range of health and social contexts in order to bring about positive change in society.

The unit's strong focus on developing skills in the areas of planning and implementation will benefit students seeking to pursue careers in both the profit and not-for-profit sectors.

Offerings

S2-01-PENINSULA-ON-CAMPUS

Requisites

Prohibition

Rules

Enrolment Rule

You must have passed MKB2703 and completed two additional level 2 or 3 units (12 credit points) from the Department of Marketing to undertake this unit.

To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.

Contacts

Chief Examiner(s)

Associate Professor Fiona Newton

Learning outcomes

On successful completion of this unit, you should be able to:

construct an appropriate marketing plan to achieve specific organisational objectives and goals

discuss the role and use of social marketing in society

apply commercial marketing tools with the aim of effecting positive change in society

effectively communicate social marketing ideas and information to an organisational client.

Teaching approach

Active learning

Case-based teaching

Assessment summary

Within semester assessment: 100%

Assessment

1 - Within semester assessment

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Learning resources

Required resources