MMM139-Social Purpose Marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Irene Garnelo-Gomez


Type of module:

Summary module description:

Social issues and challenges as diverse as climate change, obesity and terrorism have led to the growth of marketing tools being applied with a social purpose. As a result, organisations and governments are gradually starting to use marketing techniques in order to influence stakeholder behaviour towards pro-social outcomes. This module is designed to provide knowledge of this marketing discipline and how to evaluate and implement social purpose marketing strategies. This includes the design of a social purpose marketing campaign, including selection of target audiences and behavioural goals. This module also covers aspects related to the evaluation and monitoring of campaigns and social impact.


The aim of this module is to introduce students to the idea of marketing for a social purpose. By the end of the module students should be able to understand how governments, companies and charitable organisations can use marketing principles and techniques to influence behaviours for social good and how to apply these techniques in a real environment. 

Assessable learning outcomes:

It is expected that by the end of the module students should be able to:

• Identify and evaluate key approaches to social purpose marketing.

• Review social purpose marketing campaigns in different organisational contexts.

• Demonstrate an understanding of the social purpose marketing environment and the factors affecting it.

• Demonstrate the ability to develop a social purpose marketing campaign and evaluate its impact.

Additional outcomes:

Students will develop their team working skills through the completion of a team project, a well as enhancing their critical thinking, research, presentation, data gathering and information technology skills.

Outline content:

• Social challenges and the role of marketing: concepts and theories.

• The social purpose marketing environment.

• Setting behaviour objectives: encouraging pro-social behaviour and preventing harmful behaviour. 

• Segmentation and target audiences in social purpose marketing. 

• Developing and implementing social marketing campaigns.

• Evaluating social impact: monitoring and evaluation.

Brief description of teaching and learning methods:

The above themes will be taught in five, two-hour lectures (weeks 20 to 24 of the Spring term) supported by 5 hours of tutorials and 5 hours of fieldwork. Each lecture will have required pre-reading and involve class discussion.

Contact hours:
  Autumn Spring Summer
Lectures 10
Tutorials 5
Fieldwork 5
Guided independent study 80
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Project output other than dissertation 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

• Individual assignment: 1500-word report to be submitted on week 30 of the Spring term. 60% of the overall module mark.

• Team project: team project to be submitted on week 34 of the Summer term. 40% of the overall module mark. Due to the practical nature of the team project, the format will be confirmed during Spring term time, because this will depend on the arrangements with our partner organisation(s).

Formative assessment methods:

Feedback will be provided in class and during the 5 hours of tutorials.

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Assessment requirements for a pass:

A minimum of 50%.

Reassessment arrangements:

By individual project only, to be submitted during the Summer term.

Additional Costs (specified where applicable):

Last updated: 5 February 2019


Things to do now