MKTG315-23S2 (C) Semester Two 2023

Marketing for Behavioural Change

15 points

Start Date: Monday, 17 July 2023
End Date: Sunday, 12 November 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 30 July 2023
  • Without academic penalty (including no fee refund): Sunday, 1 October 2023


Marketing for Behavioural Change focuses on the planning and implementation of programmes designed to bring about social change, using concepts from commercial marketing. It is geared toward furthering a cause, raising money, raising awareness and public education, or bringing about social change. Students will be exposed to a diverse range of not-for-profit and for-profit organisations that embody socially responsible and social-change driven missions.

Learning Outcomes

  • Appreciate the significance of concepts of social marketing for profit and non-profit organisations in New Zealand and internationally.
  • Understand social marketing campaign strategy.
  • Understand the role of the media in social marketing.
  • Understand the services dimension of social marketing.
  • Have improved independent research, critical analysis, and written communication skills.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


Any 60 points at 200-level or above

Course Coordinator / Lecturer

Ann-Marie Kennedy

Brianna Donald


Assessment Due Date Percentage 
Concepts Test (online) 30%
Diary Assignment 30%
Group Assignment 23 Oct 2023 40%

Textbooks / Resources

Required Texts

Donovan, Rob , Henley, Nadine; Principles and practice of social marketing : an international perspective ; Fully updated ed., New international ed; Cambridge University Press, 2010.

Indicative Fees

Domestic fee $868.00

International fee $4,075.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG315 Occurrences

  • MKTG315-23S2 (C) Semester Two 2023