MKT6016 social marketing

Learning outcomes and pass attainment level:

On completion of the assignment students should be able to demonstrate their ability to:

  • To examine the role and use of social marketing for behavioural change
  • To critically analyse an occurrence of behaviour in order to plan for a social marketing intervention
  • To appraise a social marketing intervention plan for its potential to achieve behavioural change

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

Structure and clarity of expression

The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment – a case study report and plan based for a social marketing intervention - and the work should be produced to a high professional standard and should remain clearly focused, follow a logical sequence and have clear sense of direction even though the multiple and complex issues of the triple bottom line are addressed.

Content and understanding

Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative, comprehensive awareness of the current role and use of social marketing and a thorough appreciation of the relevant societal issues faced by the social marketer. It is expected that students will demonstrate the significance of these issues and how they contribute to an informed, critical review of the present situation of the case.


Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a future social marketing strategy so that the individual and common goals of the intervention can be achieved. It is expected that students will show their ability to appraise and evaluate the current situation for their chosen example intervention, the challenges it faces and the suitability of current strategies and tactics to fit those conditioning factors and be inclusive of the needs of the range of stakeholders involved using appropriate concepts, theories or frameworks. As a result of the analysis, students are expected to be able to propose an intervention plan for how the initiative may be developed in the future.

Reading/Research and Referencing

Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. It is expected that reading and research will reflect the contemporary nature of the module and that the work of government departments, local government bodies, relevant campaigning NGOs and other third parties will be consulted as will the research reports and data from bona fide social marketing organisations. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source, poor quality, unreliable sources or limited sources of information.

Application to industry

Students should demonstrate the ability to integrate social marketing theory into practice through their analysis of a current intervention and their proposed intervention plan and increasing abilities to suggest viable solutions to the problems of the social issue within the reality of the environment in which it is found. It is expected that students should be able to demonstrate the ability to develop a realistic and viable vision and plan for the future within their chosen context.

Synthesis and Originality

Students should be developing the ability to demonstrate the advanced skills of synthesis, providing solutions to unpredictable professional situations when necessary and offering both creativity and originality whenever possible to meet those challenges presented by the chosen social issue.


A social intervention


This assignment has been designed to allow students the opportunity to explore the numerous social marketing issues which face society by applying their knowledge gained on this module over the term to a specific social issue.

Learning outcomes

On completion of the assignment students should be able to demonstrate their ability to:

  • To examine the role and use of social marketing for behavioural change
  • To critically analyse an occurrence of behaviour in order to plan for a social marketing intervention
  • To appraise a social marketing intervention plan for its potential to achieve behavioural change

Hand-in procedure

Please follow University policy regarding the handing in of assignments and ensure that your assignment is handed in on time and that you retain a copy of the assignment for yourself together with the receipt.

Mode of working

This is an individual assignment and University policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained an unfair advantage.


You are required to choose a different contemporary social issue from your first attempt on which to base your resit assignment and agree your choice with your module tutor at a one-to-one meeting that you must arrange directly with the tutor.

This issue should already be the subject of social marketing campaigns and interventions and may be within any relevant social marketing context where there is already a clear emphasis on achieving behavioural change for both individual and societal benefits to be accrued.

You are advised to take plenty of time to research a number of potential social marketing issues before making your final choice and consult your lecturer if in any doubt about the suitability of your choice of context. Collect as much information as possible on your chosen focus in order to allow you make your appraisal as complete and as detailed as possible.

Your report should make use of appropriate frameworks and mechanisms from the module and include the following:

  • An analysis of the social issue
  • A critical evaluation of a current, contemporary intervention designed to address the social issue
  • An appraisal of the outcomes of the chosen intervention
  • A proposed change or modification to any aspect(s) of chosen intervention plan as a result of your appraisal in order to consolidate its efforts to address the social issue

Expectations – and answers to some of your frequently asked questions

  • My expectations are high.
  • Your answer can only be as good as your research. The more you read and research the greater your potential to produce a piece of work of excellent quality.
  • At this level I would expect an assignment of these characteristics to be resourced thoroughly and this should be evidenced by at least 30 entries in the final references list.
  • It should be demonstrated how each referenced resource has contributed to the work. That is, you cannot just add a long list of references at the back of the work – they need to be used and referred to inside the report too!
  • As a consequence of the above, good quality answers tend to result from consistent research over an extended period of time – not last minute reading.
  • You are required to choose and use your own example – a social issue – to demonstrate your in-depth understanding of how social issues affect the target audience and society as a whole and appraise how those issues are currently being addressed by the analysis of a single intervention.
  • You may find it useful (and necessary) to critique your chosen example from the perspective of other similar interventions which are more successful (or less) in dealing with social issues.
  • You are NOT expected to contact any organisations; this work should use secondary sources of information.
  • Print your work single sided, 1.5 line spaced, font size12, Arial please – I already wear glasses for reading! Headings and sub-headings at your discretion to guide the reader.
  • Assignment packaging – NONE. No folders, no plastic wallets, no packaging whatsoever. Just the paper and standard BCU frontispiece, neatly stapled, once only, in the top left-hand corner.
  • Tables, figures and illustrations may be included when appropriate and will not affect the word count.
  • Any examples of your chosen intervention which you feel are relevant and wish to evaluate (e.g. marketing communications, policy documents, testimonial evidence etc) can be included in a single appendix, which must be properly and neatly ordered and catalogued. Please note the appendix is not compulsory and if included it must be directly referred to in your appraisal of the social issue and the performance of the intervention.

Format for the submitted work

The assignment will be submitted as a report and be presented in polished and professional manner complete with a contents page, with each section clearly identified and a final references section. The standard conventions of report writing will be followed, including the overall presentation of the work and the use and inclusion of supporting references and quotations within the text when appropriate. University policy regarding the use and format of supporting references within the text and the presentation of the final references section must be followed. The maximum word count will be 3000 words +/- 10%.


This assignment carries a weighting of 100% for the Social Marketing module.

In order to obtain higher grades students should consider the following:

  • the ability to demonstrate creativity and critical analysis in the provision of original solutions
  • the ability to demonstrate greater depth of knowledge and understanding through wide reading and varied research activities and the appropriateness of theory for understanding and developing feasible responses to real social problems.