Social and Non-Profit Marketing, MSc Marketing, MK 576
Social and Non-Profit Marketing
- Course Outline: MK576 2012 “Social marketing critically examines commercial marketing so as to learn
from its successes and curb its excesses” (Hastings & Domegan, 2012).
Objectives
This course encourages you to consider and critically reflect upon the scope
for marketing ideas, theories and principals for social innovation.
Marketing’s insights, concepts and techniques can be applied equally well
outside the market place to tackle such behaviourally driven social goals as
binge drinking, organ donation, cancer prevention, antibiotic resistance,
traffic safety, recycling, public health and global warming.
It shows that Marketing is a means of influencing our behaviour for the
betterment of the individual and society.
Social marketing, based on the assertion there is no altruism as human
behaviour is goal-seeking, is particularly good at value creation when the
individual self-interest is not consistent with the collective behaviour of a
society. Social marketing links the individual to the collective, the consumer
to the citizen and visa versa. As a consequence, social marketing and its focus
on social innovation, is an intense societal living systems mechanism that
shapes sustainable quality of life for society.
Course Lecturer
Guest Lecturers
Name
Office
Ext
E-mail
Dr. Christine
Domegan
Room 334
Cairnes building
2730
christine.domegan@
nuigalway.ie
Sinead Duane
Patricia McHugh
Christine Fitzgerald
Safefood Fellow
PRTLI 4 Fellow
COPE/HSE Fellow
Galway Healthy
Cities Coordinator
City of Galway
VEC
Fiona Donovan
Liam O Loughlin
Times
fiona.donovan@hse.
ie
liam.oloughlin@cgv
ec.ie
Day
Time
Venue
Tuesday
11-1pm
CA001
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
The class provides the opportunity for students to develop and demonstrate
knowledge, understanding and skills in the following areas:-
A. Knowledge Based Outcomes
Learning
Method
After this course you will be able to:
Overall Learning
Outcomes
Explain the role, function and purpose of Social Marketing
for social change.
 Critically differentiate between Social Marketing and
other forms of marketing, assessing the impact of such
 Describe, in detail, the historical and 21st century
development of Social Marketing.
 Critically discuss the conceptual and methodological
issues that that underlie Social Marketing.
 Detail the more commonly used behavioural and
behavioural change theories in Social Marketing.
 Explain how, using social marketing, the state can take a
deliberate and proactive role in process of participatory
problem-solving.
 Debate the pros and cons of our individualistic society
with its value laden-ness of behavioural and lifestyles
 Critical understanding the social and institutional context
of consumer behaviour for policy and social innovation
L; C
L; CD; GS
L; CD; GS; CA
L; CD; CA.
L; CD; CA
L; GS; CA
L; CD; CA
B. Skills Outcomes
You develop the ability to:

L; CA
Formulae a Social Marketing plan.
Be sensitive to the problems and challenges of doing
L; CD; CA; GS
marketing in the non-profit domain.
C. Service Learning Outcomes
Service-learning is a structured learning experience that empowers you
to:


combine community service with reflection - making the connection
between practice and theory; between service and academic
coursework, thereby developing critical thinking.
emphasises reciprocal learning – we learn from each other
and the traditional boundaries of ‘client’, ‘teacher’ and ‘student’ are
consciously blurred.
discuss the context in which the service is provided, i.e., a post Celtic
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
tiger economy and

appreciate the active and deliberate role we can play being an
innovative, informed, active and participating citizens in a developing
a sustainable based society.
Learning methods: Lecture (L), Class Discussions and exercises (CD); Guest
Speakers (GS) and Assignments (CA).
Format
Programme
Weekly, the course comprises 2 lecture(s) plus class discussions, guest
lectures, tutorial support and in-class exercises.
Masters of Science (Marketing)
A course web file is available at http://blackboard.nuigalway.ie
Course Material
A list of on-line social marketing resources is also available at
http://blackboard.nuigalway.ie
Marks are allocated for this course as follows :(A) A group Social Marketing Plan for Galway Health Cities (50%)
(1) A Social Marketing Plan, Proposal
10%
(2) A Social Marketing Plan, Interim report
10%
(3) A Social Marketing Plan, Final Report
30%
AND
Assessment
(b) Written 2 hour Examination
Total
50%
100%
Penalties
-All course assessments methods must be completed. There will be no
opportunity to resubmit.
- A minimum of 35% is required in the final written examination before
marks for continuous assessment can be included in the determination of the
overall mark for the subject.
Workload
Credit weighting:
Lecture hours:
Independent assignment work:
Independent study:
Class Reflection
Examination:
Total Student Effort:
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
5 ECT
22
30
61
10
2
125 hours
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Social and Non-Profit Marketing, MSc Marketing, MK 576
Course Required Text
“Social Marketing: Why Should the Devil have all the Tunes? A few More Tunes” by Gerard Hastings
and Christine Domegan (forthcoming Second Edition) 2012, Routledge.
Draft available through blackboard.
Course Recommended Readings
(1) Andreasen, A.R. (2006). Social Marketing in the 21st century. London, UK: Sage.
(2) French, J., Blairs-Stevens, C., McVey, D., and Merritt, R., (2010), Social Marketing and Public
Health, Theory and Practice, Oxford Press, UK.
(3) Weinrich, HK 2011, Hands-on social marketing: a step-by-step guide to designing change for
good, Second Edition, Sage Thousand Oaks, CA
(4) Kotler P, Lee N, (2008) Social Marketing, Influencing Behaviours for Good. Sage: London
You are expected to read from a broad range of social science and marketing journals available in
the NUIG library including Social Marketing Quarterly; The Journal of Social Marketing; the Journal
of the Academy of Marketing Science; Journal of Public Policy and Marketing; International Journal
of Non-Profit and Voluntary Sector Marketing; Journal of Business Ethics and the Journal of
Marketing Research.
Assessment
A group Social Marketing Plan to reduce binge drinking among third level students in Galway
using social norms theory.
A Social Marketing Strategic Plan for Galway Health Cities
Design, develop and report on a Social Marketing Plan to reduce binge drinking among third level
students in Galway using social norms theory.
Your social marketing strategy plan is to include a situational analysis, a stakeholder analysis,
objectives, segmentation, an intervention mix including a product or service; competitive analysis,
implementation and evaluation processes and a discussion of the theoretical behavioural change
model or framework underling the intervention.
(1) A Strategic Social Marketing Proposal
10%
The proposal 3-5 page report deadline is Friday, January 27th, 3pm, Marketing Discipline Office.
(2) A Strategic Social Marketing Interim Report
10%
The interim 5-7 page report deadline is Friday, February 24th, 3pm, Marketing Discipline Office.
(3) A Social Marketing Plan for Galway Health Cities
30%
The final social marketing report deadline is Friday, March 30th, 3pm, Marketing Discipline Office.
Project Outline
(a) Background to the Social Marketing problem/opportunity and Client Organisation
Using the client debriefing and desk research, provide a background and introduction to the
behavioural change issue your group has selected. Clearly explain the nature of the social
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
marketing problem being addressed in terms of current behaviour and desired behaviour.
(approx. 1000 words, 10% of marks)
(b) Situational Analysis
Conduct a situational analysis using secondary data about the external macro environment
relevant to the behavioural issue the group are addressing. Examine Sociocultural, Economic,
Political and Technological issues through tools such as ‘PEST’ and ‘SWOT’. (approx. 1000
words, 10% of marks)
(c) Stakeholder and Competitive Analysis
Conduct a Stakeholder Analysis, resulting in a Stakeholder map. Conduct a Competitive
Analysis, resulting in a partnership strategy to be detailed later. Depending on the
problem/opportunity, a Harm Chain Analysis may or may not be relevant. (approx. 1500
words, 15% of marks)
(d) Market Segmentation and Targeting
Identify and profile the target market for the planned behavioural change, remembering the
group may want to target upstream, that is media or policy makers. Identify and justify the
segmentation criteria used. (approx. 1500 words, 10% of marks)
(e) Marketing Behavioural Objectives
Document the behavioural objectives for the intervention. Be specific and SMART. Identify
the theoretical model(s) underlying the objectives, i.e. exchange theory plus ...(approx. 1000
words, 10% of marks)
(f) Marketing Intervention Mix
Detail and describe the marketing intervention mix, being specific on product or service;
price; place and promotion. You may also want to include partnerships and policy. Consider
branding, use of fear, participatory media and other social marketing tools if relevant. This
section needs to be realistic and practical, reflecting client’s resources, budgets and skills.
(approx. 3,000 words, 25% of marks).
(g) Implementation
Indicate any implementation issues, concerning ethics, resources and relationships
(approx. 600 words, 5% of marks)
(h) Evaluation
Briefly indicate post evaluation options. (approx. 750 words, 5% of marks)
Writing and Submission
(10% of marks awarded for report coherence, structure, layout, presentation and report writing)
The assessment comprises of a group (of three) written report. The following guidelines apply:
(1) Maximum length of final report 10,000 words, excluding title page, signed statement,
appendices and references.
(2) The title page is to contain all relevant details, such as assignment title, course, programme,
name, student names and student identification numbers, date, and word count.
(3) The text is written with 1.5 spacing, in font size 12. Pages should be numbered. Sections
should be indicated by headings. Sections, subsections and text should be left and right
aligned.
(4) Use the Harvard style of referencing.
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
(5) E-mail assignments to christine.domegan@nuigalway.ie in addition to submitting a hard copy.
The e-mailed assignment should be identical to the hard copy submitted.
(6) The following statement is to be included after the title page:We have read the University’s code of practice on plagiarism. We hereby certify this material,
which We/I submit for assessment on the programme of study leading to the award of B. Comm is
entirely our own work. It has not been taken from the work of others, except to the extent that
such work has been cited and acknowledged.
Student ID Number:
Name:
Signature:
Date:
Writing Style
The writing style is professional in nature – use the third person. Proof read carefully, as
professional presentation is important. One way to proof read is to read from right to left, from
the bottom of the page to the top, i.e., going against what you normally do. Another suggestion is
to have someone else proof read the paper.
Referencing
The Harvard style of referencing is to be used. There is a guide to referencing on the library
website at http://www.library.nuigalway.ie/librarians/nursing/Citing References.html. The
University code of practice for dealing with plagiarism will be followed to the fullest extent where
appropriate.
Group Reflection and Assessment Agenda
At the end of the group Social Marketing project, please attach a group assessment sheet
answering the following questions:
1.
2.
3.
4.
5.
6.
7.
8.
9.
What do you honestly consider will be a fair grade for the work you are handing in?
What do you think was the thing you did the best in this assignment?
What did you find the hardest part of this assignment?
If you had the chance to do this assignment again from scratch, what (if at all)
might you decide to go about it differently?
How difficult (or easy) did you find this project?
What was the most important thing you learnt about this subject through doing
this project?
What was the most important thing you learnt about yourself while doing this
assignment?
What do you think are the most important things I am looking for in this
assignment?
What is the worst paragraph of your report and why?
Written Examination
The written exam, accounting for 50% of the overall grade for this course, is a two hour paper,
featuring 6 questions, 3 required for answering. The exam is theory based, requiring critical
reflection essay style answers that demonstrate in-depth knowledge. You must pass the written
paper to be credited with term work.
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
Course Timetable
Session
Part One
Topic
Main Point (s)
January 10th
Introduction
The concept of Social Marketing and social innovation.
January 17th
Theoretical
Origin and
Foundations
The philosophy & evolution of Social Marketing.
What Social Marketing is and is not.
Readings:
Wilkie, William L. and Elizabeth S. Moore (2003), "Scholarly
Research in Marketing: Exploring the '4 Eras' of Thought
Development," Journal of Public Policy and Marketing, 22
(Fall), 116-146. (pdf)
Chapters 1 and 2 of the course text.
Part Two
January 24th
Social Marketing
Planning
The Social Marketing Planning Process.
Segmentation and targeting; Setting objectives; Devising the
offering. The Intervention Mix – beyond the 4P’s
Reading: Chapter 3 of the course text.
Project
Debriefing
Guest Speakers:
Fiona Donovan, Galway Health Cities & HSE.
Liam O Loughlin, Drugs Task Force Community Liaison Worker
City of Galway V.E.C.
January 31th
Behavioural &
Social Theories
As part of the social marketing planning process, behaviour
and social theories often used, including but not limited to
Social Cognitive Theory; Social Norms Theory; Social Ecological
Theory; Stages of Change; and Exchange Theory.
Readings: Chapter 4 of the course text and Kenny, P &
Hastings, G (2011) “Understanding Social Norms: Upstream
and Downstream Applications For Social Marketers” Chapter 4
in Sage Handbook of Social Marketing, UK.
February 7th
The Co-creation
of Value
Exchange theory integrated with behavioural and social
theories speaks to the co-creation of value.
Reading: Chapter 5 of the course text.
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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Social and Non-Profit Marketing, MSc Marketing, MK 576
February 14th
Research
The particular challenges of conducting both quantitative and
qualitative research for social marketing.
Reading: Chapter 6 in course text.
February 21st
Engagement
Social marketing communications; the limits of fear, Branding;
Participatory Media and internal Marketing.
Reading: Chapter 7 in course text.
February 28th
Community
Social Marketing
From silos to systems and the “whole-systems-in-the-room”,
community social marketing epitomises the ability to
overcome the paternalism inherent in a funder-driven agenda
and expert-driven planning process.
Reading: Chapter 8 in course text.
March 6th
Competition and
Social Marketing
Competitive analysis is as valuable to social marketers as
commercial marketers.
Reading: Chapter 9 in course text.
March 13th
Critical
Marketing
Social marketers have to recognise that commercial marketing
can have a negative influence, as when it is used by tobacco
companies.
Reading: Chapter 10 in course text.
March 20st
Ethics
Social marketing presents particular ethical challenges.
Reading: Chapter 11 of course text.
Brenkert G, (2002) Ethical Challenges of Social Marketing. J of
PP & Mkt 21:14-25.
Co-authoring
to-morrow
Policy, social innovation and social marketing
Reading: Chapter 12 of course text.
Part 3
March 27th
Course review.
Dr. Christine Domegan | Social & Non-Profit Marketing | MK576
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