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MKTG650 Social Marketing in Health

Teaching organisation

150 hours over a twelve-week semester or equivalent study period

Unit rationale, description and aim

Marketing is a major driver of value creation process in on-going and entrepreneurial firms. To be effective as a marketer, students need knowledge, understanding and skills in ethically managing the complex process of identifying the customer problem, analysing market-related opportunities, and develop marketing strategies and tactics to reach the audience in different industries.

In this unit students will learn key marketing concepts including market orientation, customer acquisition, market offering and design, market environmental scanning, positioning, brand management and the customer experience. Students will examine the role of ethics, law and societal marketing in developing social understanding in a marketing context. Students will examine current marketing practice in a diverse range of marketing contexts and will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This unit will provide students with the skills to effectively evaluate, manage and design the marketing function and to contribute to a firm's future marketing direction through applying modern marketing thought.

The key purpose of this unit is to advance students’ knowledge, understanding and practical skills of managing the complex process of marketing value propositions in different industries and how to analyse and suggest solutions to complex problems in entrepreneurial marketing situations.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

On successful completion of this unit, students should be able to:

LO1 - Analyse marketing concepts, principles and frameworks in a range of marketing contexts (GA4, GA5) 

LO2 - Examine social and environmental responsibility, and legal challenges for professional marketing practice in a range of scenarios (GA2, GA5) 

LO3 - Formulate competitive branding and marketing strategies for real world scenarios (GA5, GA6)  

LO4 - Work collaboratively to analyse and solve real world marketing management problems (GA5, GA7) 

LO5 - Critically reflect on the marketing skills required to solve complex marketing problems in diverse marketing contexts (GA5, GA8)

Graduate attributes

GA2 - Recognise their responsibility to the common good, the environment and society

GA4 - Think critically and reflectively 

GA5 - Demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession 

GA6 - Solve problems in a variety of settings taking local and international perspectives into account

GA7 - Work both autonomously and collaboratively 

GA8 - Locate, organise, analyse, synthesise and evaluate information 


Topics covered: 

  • Marketing ideologies and contexts (eg marketing in different types of ventures)
  • Marketing’s social responsibility and its impact on stakeholder’s well-being  
  • Strategic marketing planning 
  • Understanding markets and considering environmental issues  
  • Understanding consumer behaviour 
  • Creating competitive position and building market share 
  • Communicating competitive position and building brands
  • Digital and entrepreneurial marketing 
  • Measuring marketing success and performance metrics  
  • The marketing profession  

Learning and teaching strategy and rationale

This unit is offered in multiple modes to cater to the learning needs and preferences of a diverse range of participants and maximise effective participation for isolated and/ or marginalised groups. Students are able to attend the interactive online sessions or face to face sessions, engage in self-directed learning supported by online activities, readings, forum discussions, assignment preparation and complete authentic activities and assessments. The course delivery aims to support student paced learning in multimodal environments. 

Attendance mode  

Learning in this mode will require face-to-face attendance in specific physical location/s.

Students will have face-to-face interactions with lecturer(s) and/or industry practitioners to achieve the learning outcomes. This mode provides a 12-week window to students to gradually accumulate the required knowledge and skills and provides them with a chance to have face-to-face interaction with their peers and carry out practical group/in-class activities.

This unit uses an active learning approach to support students in the acquiring, assimilating and applying knowledge associated with managerial marketing and practice. Students can explore the essential knowledge underpinning marketing and develop knowledge through a series of on campus workshops and self-directed learning. Facilitated workshops are designed to support the construction and synthesis of knowledge and mastery of managerial marketing skills. This approach is designed to appeal to students with a preference for learning within a physical social environment and allows for essential skill development with expert support.  


This unit uses an active learning approach to support students in the exploration of the essential knowledge associated with managerial marketing and practice. Students are able to explore the essential knowledge underpinning marketing and develop knowledge in a series of intensive campus workshops supported by online activities and webinars. Students are required to attend the intensive facilitated workshops to participate in the construction and synthesis of this knowledge with other students to develop a level of understanding sufficient to develop mastery of managerial marketing and supplement these workshops with online content delivery. This approach is designed to appeal to students with a preference for learning within a physical social environment intensively and offers expert and blended learning supplements to the intensive workshops using online tools and knowledge checks. This blended learning approach allows flexibility for students and draws upon the opportunities of face to face social experiences for essential skill development with expert and online support.  

Online mode  

Learning in this mode does not require any physical campus attendance. The unit will be delivered virtually (online) by means of technology. Learning will have elements that are self-directed and self-paced. The unit will likely also require the use of online communication and collaboration tools to achieve interactions amongst students, and with the lecturer(s)/industry expert on a regular basis. Learning in this mode will be largely asynchronous (‘anywhere, anytime learning’), but could also include synchronous events (e.g. live webinar).

This mode provides flexibility and does not need traveling to campus location. Through using online learning technologies and appropriate online platforms, students will be able to attend online classes and use pre-recorded material and carry out their assessment tasks remotely. This unit uses an active learning approach to support students in the exploration of the essential knowledge associated with managerial marketing and practice. Students can explore the essential knowledge underpinning marketing and develop knowledge in a series of online interactive lessons and modules Students are given the opportunity to attend facilitated synchronous online seminar classes with other students and participate in the construction and synthesis of knowledge developing their knowledge of managerial marketing. Students are required to participate in a series of online interactive workshops which include activities, knowledge checks, discussion and interactive sessions. This approach allows flexibility for students and facilitates learning and participation for students unable to attend classes and with a preference for virtual learning. 

ACU Online

This unit uses an active learning approach to support students in the exploration of knowledge essential to the discipline. Students are provided with choice and variety in how they learn. Students are encouraged to contribute to asynchronous weekly discussions. Active learning opportunities provide students with opportunities to practice and apply their learning in situations similar to their future professions. Activities encourage students to bring their own examples to demonstrate understanding, application and engage constructively with their peers. Students receive regular and timely feedback on their learning, which includes information on their progress.

Assessment strategy and rationale

A range of assessment procedures will be used to support the students progressive learning required to meet the unit learning outcomes and develop graduate attributes consistent with University assessment requirements. To pass this unit, students must demonstrate competence in all learning outcomes and achieve an aggregate mark of at least 50%. Students will be awarded a final graded result.

The assessment strategy used allows students to progressively develop knowledge and skills and mastery of marketing management. Students will complete a marketing analysis, a case report and a skills portfolio. 

Overview of assessments

Brief Description of Kind and Purpose of Assessment TasksWeightingLearning OutcomesGraduate Attributes

Assessment Task 1: Analytical Report (individual) 

Students will complete an environmental analysis of the marketing mix of a real-world Australian consumer goods company. They need to analyse and demonstrate how the environmental forces shape the marketing manager’s decisions about the marketing mix.  Students will report their findings in a 1500-word analytical  report. The report has to also consider social and environmental responsibility initiatives of the company  and how these contribute to the common good. This assessment will require students to draw on concepts, analytical frameworks and marketing tools discussed in workshops 1-5 in their investigation. 

Submission Type: Individual

Assessment Method: Analytical report

Artefact: Written report


LO1, LO2  

GA2, GA4, GA5 

Assessment Task 2: Leading discussion on marketing Live case (group) (15 minutes) 

This assessment requires students to analyse a comprehensive marketing case study and solve complex marketing problems. They need to lead an in-class case analysis and interactive discussion presented in their assigned workshop (Weeks 6-12). A guest speaker from the industry will provide the case 2 weeks prior to the discussion date. Students will submit presentation support materials on their presentation date. 

Submission Type: Individual/Group

Assessment Method: Verbal presentation

Artefact: Presentation notes/slides


LO3, LO4  

GA5, GA6, GA7

Assessment Task 3: Marketing Skills Report (individual, 1500 words)

This assessment requires students to develop a creative report collating and reporting their marketing learning and marketing professional skills development. This report is an electronic collection of critical evaluation of theoretical, practical, applied and reflective skills developed throughout the course for professional decision-making. This portfolio will include commentary, concept reflections, and show the connections between the marketing concepts, models and theories and professional marketing practice, social and environmental issues.

Submission Type: Individual

Assessment Method: Report

Artefact: Written Report



GA5, GA8

Representative texts and references

Required Resources 

This course will be supported by readings and activities  

There is no required text 

Recommended Support Resources  

Armstrong G, Adam S, Denize S, Kotler P, Hoon Ang S, Love A, Doherty S, and van Esch P, 2020, Principles of Marketing, 8th edition, Pearson.  

Hooley G, Piercy N, Nicoulaud B, and Rudd J, 2017, Marketing Strategy and Competitive Positioning 6th edition, Pearson. 

Morgeson III, FV, Hult, T., Mithas, S, Keiningham, T., Fornell, C. 2020, Turning Complaining Customers into Loyal Cutomers: Moderators of the Camplaint Handling-Customer Loyalty Relationship, Journalof Marketing, Vo. 84(5), 77-99

Kalaignanam, K, Tuli, K, Kushwaha, T, Lee, L., Gal,D. 2021, Marketing Agility: The Concept, Antecedents and a Research Agenda, V. 85 (1), 35-58

Varadarajan, R, 2018, Advances in strategic marketing and the advancement of the marketing discipline: the promise of a theory, Journal of Marketing Management, 34:1-2, pp71-85 doi=10.1080/0267257X.2017.1398769

Kumar, RS, Dash, S, Malhotra, N., 2018, The impact of marketing activities on service brand equity, European Journal of Marketing, Vol. 52, ¾, pp 596-618

Wilson, S. 2021.Where Brand Are Reaching Gen Z, HBR, 

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