Unit rationale, description and aim
This unit focuses on the social impact of marketing strategy and tactics on a range of stakeholders within society. The unit provides an overview of what marketers must, could and should do before designing and implementing marketing strategies which impact on stakeholder and societal wellbeing. The ‘must do’ component of this unit focuses on the legal and regulatory environment that a marketer must abide by, the ‘could do’ component reflects on options available to marketers while the ‘should do’ component of this unit highlights the importance of ethics and values that extend beyond legal requirements. In addition, this unit incorporates CST principles and First Peoples’ perspectives, recognising the importance of integrating diverse cultural insights and ethical frameworks into contemporary marketing practices and social marketing interventions.
The unit also explores the practice of social marketing, that is the adoption of the marketing concept and adaption of marketing tools to influence changes in attitudes and behaviours. This unit aims to further develop critical thinking among students studying marketing and engages students in debating how marketing contributes positively or negatively to the common good. An awareness of these may lead to more socially responsible marketing practices and positive behavioural changes among future marketing practitioners and consumers. This unit aims to prepare students for marketing manager role for profitable and social enterprises, not-for-profit organisations, government agencies and media firms’ roles and assist them in developing skills and knowledge in designing, managing and implementing social marketing campaigns for positive change in behaviours. The unit is positioned as an advanced unit in the marketing curriculum, serving as a pillar component that connects to broader marketing learnings and advanced practice units by bridging theoretical frameworks with real-world socail marketing applications.
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.
Evaluate the key regulatory frameworks for consume...
Learning Outcome 01
Utilise specific social marketing principles, conc...
Learning Outcome 02
Analyse trends influencing marketing decisions to ...
Learning Outcome 03
Examine the ethical dimensions of marketing in pra...
Learning Outcome 04
Content
Topics will include:
· Regulatory frameworks for consumer protection
· Principles of social marketing
· Models of social marketing
· Social marketing tools and tactics
· Societal influences on marketing practice
· Societal impact of marketing
· Application of ethics models in marketing
· Professional marketing codes of conduct
· Special topics on social marketing
Assessment strategy and rationale
In order to pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Marking of each assessment task will be in accordance with rubrics specifically developed to measure student level of achievement of the learning outcomes for each assessment item.
Assessments are used primarily to facilitate the learning process. ACU adopts a constructivist approach to learning which seeks alignment between the fundamental purpose of each unit, the LOs, teaching and learning strategy, assessment and the learning environment.
Assessment 1 helps students understand the key regulatory frameworks for consumer protection.
Assessment 2 students form groups to build on assessment 1 by developing a comprehensive strategic and operational plan for a social marketing intervention.
Assignment 3 requires students to record a podcast episode where they critically evaluate a real-world social marketing campaign using established models and ethical frameworks.
Academic integrity is addressed through focused content in assessment including the specification of issues to be addressed which will vary year on year whilst retaining alignment with the unit objectives. The unit uses a two-lane approach to generative AI, with in class guidance to ensure ethical and effective use.
Overview of assessments
Assessment Task 1: Policy Brief - Part A: Foundat...
Assessment Task 1: Policy Brief - Part A: Foundational Analysis and Audience Selection
In this first part of the policy brief, you are acting as a consultant preparing advice for a government agency, non-profit organisation, or public health authority.
Your task is to develop the foundational analysis required to inform a full social marketing campaign addressing a significant social issue. This will involve conducting research, audience analysis, and behavioural goal setting, following Steps 1 to 5 of the 10-step Social Marketing Process. The work produced will form the evidence base upon which the full policy brief (Part B) will be built.
At the conclusion of this task, you will prepare a brief advocacy statement to persuade the lecturer that your proposed issue is relevant, important, and appropriate for group project development. The lecturer will select which student proposals will move forward into group work for Assignment 2.
Submission Type: Individual
Assessment Method: Policy Brief Submission
Artefact: Written policy brief, audience persona, and infographic
25%
Assessment Task 2: Policy Brief - Part B: Strateg...
Assessment Task 2: Policy Brief - Part B: Strategy Development and Execution Plan
Building on the topics selected from Policy Brief Part A, you will now complete the second part of your policy brief, preparing a full strategic and operational plan for a social marketing intervention.
Your lecturer will select the topics that move forward based on the advocacy statements presented in Part A. Groups will then be assigned to these approved topics.
This section will provide practical, actionable recommendations for the client, outlining campaign positioning, strategy, resource planning, evaluation, and implementation, covering Steps 6 to 10 of the 10-step Social Marketing Process.
Submission Type: Group
Assessment Method: Strategy Development anf Execution Plan
Artefact: Written strategic and operational plan
35%
Assessment Task 3: Podcast Critique of a Social M...
Assessment Task 3: Podcast Critique of a Social Marketing Campaign
Students will record a podcast episode (8–10 minutes) critically evaluating an existing social marketing campaign using course concepts, theories, and ethical frameworks. Giving a campaign overview and a critical evaluation, while conidering the ethical and societal impact of the social interviention
Submission Type: Individual
Assessment Method: Individual Oral (Recorded Podcast)
Artefact: Podcast recording
40%
Learning and teaching strategy and rationale
The learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and practical activities designed to reinforce learning. Workshops and equivalent support students to actively participate in the construction and synthesis of knowledge both individually and in small groups. The learning strategy adopted in this unit can be described as constructivist or student-centred. Thus, students are expected to be active participants in their learning to enhance life-long learning experience. In this student-centred learning environment, the instructor’s role is to create the enabling learning environment and conditions to facilitate learning by guiding the student along with relevant learning tasks and a valid assessment regime.
The rationale is to develop student critical thinking skills and prepare students for the current competitive business environment, where marketing is often held to account by stakeholders. A variety of learning materials (real-life examples, case studies from current issues relating to marketing theory and marketing practices, videos, lecture capture) will be used. Deep learning is likely to be fully realised if students are exposed to a variety of learning tasks.
Mode of delivery: This unit is offered in different modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.
Representative texts and references
DeBate, R. and Gatto, A., 2021. An Application of Social Marketing Theory to develop a social marketing campaign to address mental health literacy and help-seeking behavior among male college students. Health Behavior Research, 4(2), p.7.
Campbell, A., Deshpande, S., Rundle-Thiele, S., & West, T. (2024). Social advocacy: a conceptual model to extend post-intervention effectiveness. Journal of Strategic Marketing, 32(2), 216-229.
Parkinson, J., & Naidu, J. (2022). Evaluation of the social impact of marketing. In The Routledge companion to marketing and society (pp. 69-90). Routledge.
Lee, N. R., & Kotler, P. (2019). Social marketing: behavior change for social good. SAGE Publications.
Wendel, S. (2020). Designing for behavior change: Applying psychology and behavioral economics. " O'Reilly Media, Inc."
Campbell, A., Deshpande, S., & Rundle-Thiele, S. (2022). Corporate social marketing. In The Routledge Companion to Marketing and Society (pp. 192-206). Routledge.
Gringarten, H., & Fernández-Calienes, R. (Eds.). (2019). Ethical Branding and Marketing: Cases and Lessons. Routledge.
Laczniak, G. R., & Murphy, P. E. (2019). The role of normative marketing ethics. Journal of Business Research, 95, 401-407.
Farrukh, M., Raza, A., Meng, F., Wu, Y. and Gu, Z., 2021. Shaping social marketing research: a retrospective of the journal of social marketing. Journal of Social Marketing.
Fine, C., & Rush, E. (2018). “Why does all the girls have to buy pink stuff?” The ethics and science of the gendered toy marketing debate. Journal of Business Ethics, 149(4), 769-784.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing.
Izaguirre, J. C. (2020). Making consumer protection regulation more customer-centric. Working Paper. Washington, DC: CGAP.
Meese, J., Jagasia, P., & Arvanitakis, J. (2019). Citizen or consumer? Contrasting Australia and Europe's data protection policies. Internet Policy Review, 8(2), 1-16.
COVID-19-Consumer Law Research Group. (2020). Consumer Law and Policy Relating to Change of Circumstances Due to the COVID-19 Pandemic. Journal of consumer policy, 1.
Wilkie, W. Moore, E. (2012) ‘Expanding our understanding of marketing in society’ Journal of the Academy of Marketing Science, Vol 40, p 53-73
Independent consumer and competition commission (ICCC):
https://www.consumersinternational.org/members/members/independent-consumer-and-competition-commission-iccc/
Journals
Journal of Business Ethics
Journal of Consumer Research
European Journal of Marketing
Journal of Consumer Affairs