Outline

Overview

This unit highlights how marketing strategies can be leveraged to realise social change. Students learn how fundamental marketing concepts and frameworks (e.g. the Sustainable Development Goals), guided by ethical and sustainability principles, may be adapted to nurture social good. Students will also gain experience in analysing, applying, and promoting social causes in a range of contexts. Specifically it will focus on changing social attitudes, shifting political beliefs, encouraging sustainability values, and persuading people to donate to non-profit causes. These critical skills will assist students to initiate and sustain changes in individual and community behaviours, with the aim of leading authentic social change urgently required in economies of overconsumption and excess.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	None
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

Assessment

The census date for this unit availability is 6 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Contribution	Participation in class activities Participation in class activities	10%	Ongoing	--	AI allowed
Outcomes assessed:
Written work	Individual Case Reponse Individual Assignment	10%	Week 04 Due date: 14 Mar 2026 at 23:59 Closing date: 24 Mar 2026	1000 words	AI allowed
Outcomes assessed:
Written work	Group Report Group Report	30%	Week 06 Due date: 27 Mar 2026 at 23:59 Closing date: 06 Apr 2026	3000 words	AI allowed
Outcomes assessed:
Presentation	Video Group Presentation Video Group Presentation + 15 Slides (max) submitted (10%) plus Individual Presentation Style at least 5 min of group video recording (10%)	20%	Week 06 Due date: 27 Mar 2026 at 23:59 Closing date: 06 Apr 2026	30 minutes + Written Slides on video	AI allowed
Outcomes assessed:
Written test	In-semester Test 5 short questions, maximum 400 words per question, closed book	30%	Week 07	2 hours	AI prohibited
Outcomes assessed:
= group assignment ?

Assessment summary

In-semester Test (30%): 5 applied problem/scenario questions that require short (maximum 400 words per question), but succinct and precise answers. These questions relate to the concepts covered in the lecture and workshop materials. Closed book.

Individual Case Response (10%): Individual Assignment 1000 words

Video Group Presentation (10%): Video Group Presentation + 15 Slides (max) plus Individual Presentation Style (10%): individual presentation, at least 5 min of group video recording.

Group Report: Students will be required to develop and provide a strategic response for the real project client. The client will engage with students in a live 60 min lecture and Q&A session. Their presentation and any other data/information they are willing to share should be used to understand fully the 'client' brief and problem. All questions students need to ask the client must be asked during the Live Lecture; see the session schedule.

Contribution: participation in in-class activities.

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.

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
Week 02	28/02/2026 TOPIC: Unlearning some lessons from Traditional Marketing. (1) Groups formed for group project (presentation and report) . Review and discuss assessment group projects. Question for Discussion: Is CSR = MSC? Marketing for Social Purpose is really an Oxymoron....	Workshop (2 hr)
	28/02/2026 TOPIC: What is a successful MSP Campaign? Examining successful examples and identifying some criteria that makes a successful campaign Question for Discussion Why does success in MSP look different form that for commercial campaigns?	Workshop (2 hr)
	01/03/2026 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	Workshop (2 hr)
	01/03/2026 TOPIC: Branding and Brand Trust Question to think about Should Non for Profit Organisations spend money on Branding? Or on the social purpose itself	Workshop (2 hr)
Week 03	07/03/2026 GUEST LECTURE: Client Briefing and Q&A	Workshop (2 hr)
	07/03/2026 TOPIC: Constructing Trusted Brand Narratives Question to think about: Is Authenticity and Trust the same thing?	Workshop (2 hr)
	08/03/25 TOPIC: Intervention Design and choice architecture Question to think about: Why is Free Choice really not free choice?	Workshop (2 hr)
	08/03/25 TOPIC: Stakeholders’ identification and mobilisation Question to think about: Are there soft targets or is everyone fair game in social change campaigns? Balancing Stakeholders' opposing interests?	Workshop (2 hr)
Week 04	14/03/2026 GUEST LECTURE: BMF (agency perspective) date may change - via RESPECT Domestic Violence Campaigns. Emily Fields, Creative and Strategic Planner and Christina Aventi Chief Strategy Officer, (45+15 minutes). Question to think about: Is Stigmatizing useful: Victim or perpetrator?	Workshop (2 hr)
	14/03/25 TOPIC: Part 1 - Communication, messaging and framing for MSP: Models Revisited Question to think about: Why reframe and rethink social messages differently from traditional marketing?	Workshop (2 hr)
	15/03/2026 TOPIC: Part 2 - Communication, Messaging and Framing Question to think about? Is the Fear appeal useful in social change promotion?	Workshop (2 hr)
Week 05	21/03/2026 TOPIC: Channels, media mix: Is online the best ROI? Targets, segments and stakeholders Question to think about Is social media always the answer? Should we waste our budget on media? Is it better used on actually making a difference?	Workshop (2 hr)
	21/03/2026 GUEST LECTURE: Ashley Kileen, Director of Engagement, Medecins sans Frontieres (MSF) Balancing Act: Stakeholders, Identity, Funding and Global Caompassion Fatigue( tentative titel)	Workshop (2 hr)
	22/03/2026 GROUP WORK AND CONSULTATION ON PROJECT PROGRESS IN CLASS	Workshop (2 hr)
	22/03/2026 GUEST LECTURE: Doris Xu, Donor Growth Manager, UTS (date may change waiting for speaker to confirm date) Fundraising Strategies and Management of Donors Question to think about: Balancing Authenticity as NPF and Seeking Donations (Tentative Title)	Workshop (2 hr)
Week 06	27/03/2026 TOPIC: Review for final Assessment	Workshop (2 hr)
Week 07	ASSESSMENT: In Semester Test - short answer written applied responses, closed book, 2 hours + 10 minutes reading time.	Workshop (3 hr)

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.

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 ethical and societal issues relating to a wide range of organisations.
LO2. Create new ideas and opportunities using marketing strategies in a social change context.
LO3. Communicate professionally and persuasively recommendations, using appropriate modes for a variety of stakeholders.
LO4. Research, analyse and design a strategic marketing campaign to address social change challenges for diverse contexts.
LO5. Draw on the Sustainable Development Goals (SDGs) and targets and assess their role in pursuing societal change.

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.

Changes to the examples used in response to feedback from some students about the irrelevance of examples form the UK. This has been replaced by examples local and Asia -Pacific examples..

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Study commitment

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links

MKTG6025: Marketing for Social Change

Intensive February - March, 2026 [Block mode] - 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

Study commitment

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links