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 |
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Credit points | 6 |
Prerequisites
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MKTG1001 |
Corequisites
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None |
Prohibitions
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None |
Assumed knowledge
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None |
Available to study abroad and exchange students | Yes |
Teaching staff
Coordinator | Teresa Davis, teresa.davis@sydney.edu.au |
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Tutor(s) | Angela Baxter, angela.baxter@sydney.edu.au |