MKTG309: Social Marketing and Sustainability
Unlike commercial marketing which seeks to simplify changes in purchasing patterns, social marketing seeks to change strongly ingrained behaviour or firmly held beliefs in a manner that benefits individuals and society at large. Examples of social marketing include campaigns to prevent or reduce alcohol consumption, smoking, drug abuse, domestic violence and unsafe driving. This unit examines how to design a marketing strategy that will move the target audience from indifference to action and ultimately maintenance. The unit uses a case study approach drawing on current and historic Australian and international campaigns.
D2 - Day; Offered in the second half-year
X1 - External study; Offered in the first half-year
Session 3 - Offered in January-February 2012
|Staff Contact(s):||Ms Leanne Carter|
Department of Marketing and Management
|People or Planet:||People|
For unit timetable information please visit the Timetables@Macquarie Website .