Marketing for Social Causes
| Module title | Marketing for Social Causes |
|---|---|
| Module code | BEM2059 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Jane Hudson (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
Module description
In this module you will explore the role of the marketing discipline in supporting the sustainable development of organisations, such as charities, that champion social causes (those organisations whose actions benefit society as a whole). Traditionally the marketing function has been viewed in the commercial context with a focus on the development of an efficient and effective marketing mix that target customers. However, this module provides you with a critical understanding of how the marketing discipline can be utilised to support a diverse range of contemporary organisations (including charities, non-governmental organisations and not-for-profit businesses) that strive to achieve the United Nations 17 Sustainable Development Goals (UNSDGs) in a diverse global society.
Additional Information
Sustainability:
The module considers how the marketing function can be applied in a way that supports social causes in a sustainable manner. Examples used throughout will relate to all 17 UNSDGs. For example, how charities (such as Amnesty International and Oxfam) work to achieve all 17 UNSDGs.
Internationalisation:
Social causes are of global concern, and we will examine how a variety of organisations (such as charities, non-profits and NGO’s) can use marketing theory and practice for positive change through education, fundraising and philanthropy.
External engagement:
Guest speakers from industry will explore topics such as ethical fundraising and how nonprofit organisations use marketing to educate, change behaviour and raise funds for social causes.
Employability:
You will develop an understanding of how the marketing function can play a positive role in shaping the global society in which we live. Furthermore, you will appreciate the types of marketing career that are available within nonprofit organisations and the similar roles available within commercial organisations.
Module aims - intentions of the module
- To develop an understanding of social causes and how they relate to a global society, marketing and business.
- To provide a thorough understanding of the role, adaptation and application of marketing theory and practice in the sustainable development of support for social causes.
- To examine contemporary academic theories in this area and critically assess how they are applied.
- To develop students’ skills in evaluating marketing strategies for social causes using real-world examples.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Discuss how knowledge and critical understanding of the evolving role of social causes in a global society and how marketing theory and practice supports the nonprofit organisations that promote social change.
- 2. Critically appraise how marketing theories, models and concepts are adapted and applied in the context of social causes.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Analyse the importance of marketing in developing non-profit activities that support social change.
- 4. Critically assess the marketing models, theories and concepts that are commonly applied by organisations seeking social change.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Exhibit analytical, critical thinking and problem-solving skills.
- 6. Demonstrate excellent communication skills.
Syllabus plan
Please note that this is indicative content and may vary
- The role, challenges and development of social causes in a global society,
- Non-profit marketing,
- Social marketing and promotion for behavioural change,
- Philanthropy,
- Fundraising,
- Ethics as an underpinning concept,
- Corporate social responsibility and
- the use of digital media to transform the public and organisational engagement with global social causes.
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning & Teaching Activities | 20 | Lectures/workshops |
| Guided Independent Study | 130 | Reading & preparation for classes and assessment |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Group discussions, case studies, Q&As | Throughout workshops | 1-4 | Verbal feedback |
| Q&A opportunities, activities, quizzes | During lectures and throughout workshops. | 3-6 | In class verbal and through slides |
| Interactive technology | Support idea formation and answer questions throughout the module | 1-6 | Written and verbal in lectures/workshops |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group assignment 1 | 25 | 600 words or equivalent | 1-3 | Written |
| Individual assignment 2 | 75 | 2500 words or equivalent | 1-6 | Written |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group assignment 1 | Individual Assignment 1 25% | 1-3 | Referral/deferral period |
| Individual assignment 2 | Individual Assignment 2 75% | 1-6 | Referral/deferral period |
Re-assessment notes
The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.
Indicative learning resources - Basic reading
- Grau, S. L. (2021). Marketing for nonprofit organizations: insights and innovations (Second edition.). Oxford University Press.
- Sargeant, A. (2009). Marketing management for nonprofit organizations (3rd ed.). Oxford University Press.
- Sargeant, A., & Shang, J. (2017). Fundraising Principles and Practice (Second Edition.). John Wiley & Sons, Incorporated.
- Bobek, V., & Horvat, T. (2023). Global Perspectives on Non-Governmental Organizations. IntechOpen. https://doi.org/10.5772/intechopen.102126
- Kubacki, K., Parker, L., Domegan, C., Brennan, L., Parker, L., Brennan, L., Kubacki, K., & Domegan, C. (2023). The Routledge Companion to Marketing and Society (1st ed.). Routledge. https://doi.org/10.4324/9781003028079
- Kubacki, K., Szablewska, N., Eagle, L., Dahl, S., Taylor, C. R., & Pelsmacker, P. D. (2021). The Ethics of Social Marketing and Non-Profit/Charity Marketing. In The SAGE Handbook of Marketing Ethics (pp. 248–258). SAGE Publications Ltd. https://doi.org/10.4135/9781529739725.n18
Indicative learning resources - Web based and electronic resources
- ELE – Faculty to provide hyperlink to appropriate pages
Indicative learning resources - Other resources
- Parker, L., Brennan, L., Brennan, L., Parker, L., Lukas Parker, & Linda Brennan. (2020). Social Marketing and Advertising in the Age of Social Media (1st ed.). Edward Elgar Publishing. https://doi.org/10.4337/9781786434678
- Journal of philanthropy and marketing (formerly The International Journal of Nonprofit and Voluntary Sector Marketing).
- Journal of nonprofit & public sector marketing (Online)
- Journal of public policy & marketing (Online)
- Social marketing quarterly (Online)
- Journal of Marketing & Public Policy
- Journal of Social Marketing
- Journal of Islamic Marketing
- International Review on Public and Nonprofit Marketing
- https://www.philanthropy-institute.org.uk/reports
- https://sofii.org
- https://ciof.org.uk/guidance-and-resources
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 Fundamentals of Marketing |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | No |
| Origin date | 17/01/2025 |
| Last revision date | 06/03/2025 |
