Outline

Overview

This unit highlights the scope and application of marketing skills beyond the commercial context and focuses on its potential in pursuing the societal marketing concept. At the core of this unit is the understanding and use of marketing methods which are guided by ethical principles and delivers social change that is for the benefit of individuals and communities rather than being solely driven by a corporate profit motive. This unit examines marketing as a set of tools and concepts that can be applied to non-traditional contexts such as in campaigns involving social attitudes, political issues, environmental awareness, non-profit and charity promotion and health behaviour changes. This unit equips students to apply marketing in the planning, analysis, execution and evaluation of programs designed to influence and persuade target audiences to behave in ways that changes their individual/group behaviour which leads to societal structural changes that positively transform societal wellbeing.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG1001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Teresa Davis, teresa.davis@sydney.edu.au
Lecturer(s)	Teresa Davis, teresa.davis@sydney.edu.au
Lecturer(s)	Angela Baxter, angela.baxter@sydney.edu.au

Assessment

The census date for this unit availability is 1 September 2025

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Contribution	Participation and engagement Participation	15%	Multiple weeks	2 x 500 words	AI allowed
Outcomes assessed:
Written test ?	Written Test (Closed Book, In Class) Written In-Class, closed book, short answer questions (1 compulsory question worth 15 marks+ 4 chosen out of 5 questions worth 4x5=20) = Total 35 Marks	35%	Week 10	1.5 hours	AI prohibited
Outcomes assessed:
Written work	Group project: Report written report	30%	Week 12 Due date: 10 Nov 2025 at 23:59 Closing date: 20 Nov 2025	3500 words	AI allowed
Outcomes assessed:
Presentation	Group project +Individual: Presentation presentation submitted as video file Each Student presents for 3 minute minimum 5 marks individual presentation style+ 15 marks overall content and structure.	20%	Week 12 Due date: 10 Nov 2025 at 23:59 Closing date: 20 Nov 2025	15 mins plus slides 3min per student	AI allowed
Outcomes assessed:
= hurdle task ? = group assignment ?

Assessment summary

Group project: Each group of 4 (maximum) students in the class will work on a live project. Client Briefing in Week 2. This assessment includes 3 components –secondary data collection and organisational analysis, a project pitch proposal and a final written report. Criteria and detail on canvas
Presentation: In week 12, each group will create a video presentation with their response (project pitch/proposal) to the group project. Each member of the group will have to present for equal time ( min 3 minutes) on one aspect of the project using a maximum of 15 slides..
Participation and engagement tasks: This assessment is made up of 2 tasks. These are informal, written, short 500 word responses to specific scenario questions in different weeks, scheduel and questions on Canvas.
In class, In Person, Closed Book Test: The exam will comprise of 5 short questions,( One compulsory 15 mark question and 4 out of 5 short answer responses (5x4) including applied problem/scenario questions that require short, but succinct and precise answers.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Please See Business School Policy on this.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Ongoing	Week 6: 08/09: Session Topic: Constructing Trusted Brand Narratives Workshop: Question to think about: Is Authenticity and Trust the same thing? Readings for Discussion: Delgado-Ballester, Elena, et al. "Development and validation of a brand trust scale." International Journal of Market Research, vol. 45, no. 1, 2003, p. 35 https://sydney.primo.exlibrisgroup.com/permalink/61USYD_INST/2rsddf/cdi_openaire_primary_doi_dedup_bd30bf3adfa9b40fe8164f0eae8e6898Links to an external site. Workshop:	Lecture and tutorial (3 hr)
Week 01	Week 1: 04/08: Session Topic: Introduction: Unlearning some lessons from Traditional Marketing. Workshop: Groups of 4 for Project formed and brief chosen, project outlines and assessment rules discussed. Question for Discussion: Is CSR = SSM? Marketing for Social Purpose is really an Oxymoron.... Readings for discussion: Wingard, J (2022) ESG: Its not Ideology, its Economics, December issue, Forbes available online at ESG: It’s Not Ideology,	Lecture and tutorial (3 hr)
Week 02	Week 2: 11/08 Guest Lecture (see Canvas for Speaker Details) Session Topic: Successful examples and identifying some criteria that makes a successful Social Purpose campaign. Workshop: Question for Discussion Why does success in MSP look different form that for commercial campaigns? Reading for discussion: Gertner, D and Rifkin L (2018) Coca-Cola and the Fight against the Global Obesity Epidemic. Thunderbird International Business Review 60(2) https://sydney.primo.exlibrisgroup.com/permalin	Lecture and tutorial (3 hr)
Week 03	Week 3:18/08: Session Topic: Live QANDA with Project Clients: Viewing Prior to session: 1.Project Briefing by Client Organisation and 2.What is a successful SSM campaign? Students then come to class with questions for live Q&A with Clients Workshop: Submission of Participation Task 1: Question on Canvas in Week 1 (7.5%)	Lecture and tutorial (3 hr)
Week 04	Week 4: 25/08 Session Topic: Theoretical and conceptual models of MSP: Motivation and Attitude theories for Social Change Question to think about: Are motives more important than attitude to work on for MSP? (or how to explain and predict social change across contexts? Readings for Discussion: David, P; Rundle-Thiele,S (2018) "Social marketing theory measurement precision: a theory of planned behaviour illustration", Journal of Social MarketingVol. 8 Issue: 2, pp.182-201,https://doi.org/10.1108	Lecture and tutorial (3 hr)
Week 05	Week 5:01/09: Session Topic:Branding and Brand Trust Question to think about Should Non for Profit Organisations spend money on Branding? Or on the social purpose itself Readings for Discussion: Kylander, N.,and Stone, C. (2012). The Role of Brand in the Nonprofit Sector. Stanford Social Innovation Review, 10(2), 37–41. https://doi.org/10.48558/NV6C-3A31Links to an external site. https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprof Workshop: Submission of Participation Task 2 (7.5%)	Lecture and tutorial (3 hr)
Week 07	Week 7: 15/09: Session Topic: Intervention Design and choice architecture Workshop: Question to think about: Why is Free Choice really not free choice? Reading for Discussion: French J (2011) When Nudging is not enough. Journal of Social Marketing Vol1(2):154-162 https://sydney.primo.exlibrisgroup.com/permalink/61USYD_INST/2rsddf/cdi_openaire_primary_doi_a59a28756c5f17059c785d98723d6997Links to an external site.	Lecture and tutorial (3 hr)
Week 08	Week 8:22/09: Session Topic: Guest Lecture: Stakeholders’ identification and mobilisation Workshop: Question to think about: How to balance Stakeholders' opposing interests? Readings for discussion: Schuster, Lisa (2015) Competition and its influence on consumer decision making in social marketing. Journal of Marketing Management, 31(11-12), pp. 1333-1352. https://sydney.primo.exlibrisgroup.com/permalink/61USYD_INST/2rsddf/cdi_openair	Lecture and tutorial (3 hr)
Week 09	Week 9: Mid Semester Break - No Class	Lecture and tutorial (0 hr)
Week 10	Week 10:13/10 Normal Lecture this week, but NO workshop to prepare for the Test. 17/10: In-Person, In Class, Closed Book, Written Test (1 compulsory question worth 15 marks + 4 chosen out of 5 shorter questions worth 5 marks each + Grand total of 35 Marks). NOTE: This is a secure test run by the University, hence timetabling was set by them for Friday, 17th October, 4:30 PM - 6:00 PM, venue to be announced.	Lecture and tutorial (3 hr)
Week 11	Week 11:20/10: Session Topic: Part 1 - Models for Messaging and framing for SSM Workshop: Question to think about: Why reframe and rethink social messages differently from traditional marketing? Readings for Discussion: Burchell, K, Rettie, R and Patel K (2013) Marketing social norms: Social marketing and the ‘social norm approach. Journal of Consumer Behaviour, 12: 1–9. ttps://sydney.primo.exlibrisgroup.com/permalink/61USYD_INST/2rsddf/cdi_openaire_primary_doi_dedup_79273ecb9f7c4e	Lecture and tutorial (3 hr)
Week 12	Week 12:27/10: Session Topic: Part 2: Messaging and Framing Workshop: Question to think about? Is the Fear appeal useful in social change promotion? Reading for Discussion: Dunn L and Hoegg J (2014), The Impact of Fear on Emotional Brand Attachment. Journal of Consumer Research, Vol. 41 :152-168. https://sydney.primo.exlibrisgroup.com/permalink/61USYD_INST/2rsddf/cdi_unpaywall_primary_10_1086_675377Links to an external site.	Lecture and tutorial (3 hr)
Week 13	Week 13:03/11: Session Topic: Channels, media mix: Is online the best ROI? Targets, segments and stakeholders Workshop: Question to think about Is social media always the answer? Should SSM waste budget on media? READINGS FOR DISCUSSION: Laroche, M., Habibi, M. R., & Richard, M. -. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1),76-82doi:10.1016/j.ijinfomgt	Lecture (3 hr)

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Attendance at workshops will be taken with 80% attendance required.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

ereserve and on canvas

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Critically evaluate underlying theories, concepts, assumptions, limitations and arguments in the study of social marketing
LO2. Identify and analyse both factual and real-world issues related to social marketing
LO3. Develop appropriate solutions to address behavioural and attitude change and provide coherent arguments to support your recommendations
LO4. Explain how behavioural and attitudinal theories and concepts can be strategically applied to business problems and social marketing practice
LO5. Identify relevant consumer and social data, and use information related to the social issue efficiently and responsibly
LO6. Collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility
LO7. Communicate your research, analysis and opinions confidently and to a professional standard.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

No changes have been made since this unit was last offered. Reintroduced unit after 6 years.

Additional information

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG3123: Strategic Social Marketing

Semester 2, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links