Program Overview

Course Overview

The Marketing for Social Good course, MARK 316, utilizes marketing concepts and techniques to implement programs that bring about individual and social change for good. This course introduces students to principles, frameworks, and challenges in social marketing, including the social marketing toolkit, competitive analysis, and ethical challenges.

Course Details

• Dates: 6 July 2026 to 8 November 2026
• Starts: Trimester 2
• Fees:
  • NZ$1,020.00 for domestic students
  • NZ$4,693.20 for international students
• Lecture Start Times: Tuesday 8.30am
• Campus: Pipitea
• Estimated Workload: Approximately 150 hours or 8.3 hours per week for 18 weeks
• Points: 15

Entry Restrictions

• Prerequisites: MARK 202 and 15 further 200-level MARK points
• Corequisites: None
• Restrictions: None

Course Objectives

Students who pass this course should be able to:

1. Explain the scope of social marketing and how it relates to other areas of marketing
2. Summarise how effective social marketing campaigns achieve desired social objectives
3. Analyse and interpret the challenges in behaviour change for social good
4. Apply the relevant social marketing theoretical frameworks in a social marketing plan
5. Evaluate marketing communication and persuasion techniques in social marketing campaigns
6. Critique the effectiveness of social marketing campaigns

Teaching and Assessment

• Teaching: Weekly on-campus lectures and tutorials. On-campus attendance is required.
• Assessment:
  • Internal Mark: 60%
  • In-person Final Test in scheduled lecture time Mark: 40%

Mandatory Requirements

To pass this course, students must achieve an overall pass mark of at least 50%. Additional mandatory requirements will be specified.

Required and Recommended Texts

• Required Text: "Social Marketing: Rebels with a Cause" by Hastings, G., & Domegan, C, published by Routledge
• Recommended Text: "Social Marketing: Principles and Practice for Delivering Global Change" by Hastings, G., & Domegan, C, 4th edition, published by Routledge in 2023

Course Coordinator

Dr Janet Davey

Disclaimer

This course outline may be subject to change.