MKB3804 Strategic marketing in social contexts
Faculty of Business and Economics
MKB3804 Strategic marketing in social contexts is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 2 at Peninsula. It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 2
- Peninsula
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKB3804
Prohibitions
You can't enrol if you have passed any of these.
After MKB3804
No unit lists MKB3804 as a prerequisite in the 2025 handbook.
Enrolment rules
You must have passed MKB2703 and completed two additional level 2 or 3 units (12 credit points) from the Department of Marketing to undertake this unit.
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
Overview
The marketing discipline can add value beyond commercial settings, particularly in the not-for-profit and government sectors.
This capstone unit will consolidate your marketing knowledge using a marketing planning framework. You will use non-traditional marketing contexts to elevate your understanding of the role and purpose of marketing beyond commercial applications. Specifically, you will gain experience in applying marketing concepts and tools traditionally used for commercial purposes to a range of health and social contexts in order to bring about positive change in society.
The unit's strong focus on developing skills in the areas of planning and implementation will benefit students seeking to pursue careers in both the profit and not-for-profit sectors.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Peninsula | On campus |
Assessment
- Exercise15%
- Quiz / Test15%
- Artefact23%
- WrittenThreshold hurdle47%
Learning outcomes
When you finish this unit, you should be able to:
- 1
construct an appropriate marketing plan to achieve specific organisational objectives and goals
- 2
discuss the role and use of social marketing in society
- 3
apply commercial marketing tools with the aim of effecting positive change in society
- 4
effectively communicate social marketing ideas and information to an organisational client.
Workload and teaching
- Lectures18 hours
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Lee, N.R., & Kotler, P. (2019). Social marketing: Behavior changes for social good. 6th edition. Sage Publishing. ISBN: 9781544351490 / ISBN: 9781544351520
Where it fits
MKB3804 is part of 2 areas of study in the 2025 handbook.
Contacts
- Chief Examiners
- Associate Professor Fiona Newton
Common questions
What are the prerequisites for MKB3804?
MKB3804 has no prerequisites, but enrolment rules apply.
When is MKB3804 offered?
In 2025, MKB3804 runs in Semester 2 at Peninsula.
How much work is MKB3804?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKB3804 have an exam?
No. MKB3804 has 4 assessment tasks and no exam.
Which majors and minors include MKB3804?
MKB3804 is part of Marketing and communications.