The need for marketing to inform social and behavioural change initiatives is nascent. This course has been designed to equip you with the tools to practically adapt and apply marketing principles to current and emerging social and environmental challenges.

You will explore marketing beyond its commercial role in the economy by highlighting its capacity to leverage fundamental frameworks to achieve pro-social and pro-environmental behaviour change, enabling sustained positive outcomes for society.


Course coordinator

Mr David Fitzgerald - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Effectively apply a range of social and environmental marketing principles that promote positive social change amongst community members, business and government sectors;
  • Apply social marketing tools and frameworks that have the capacity to measure and monitor the value of strategic social marketing initiatives;
  • Utilise the tools presented in the course to assess the responsibilities, challenges and opportunities that social issues present the organisation and its leaders;
  • Implement social marketing initiatives that promote value for core stakeholders who are representative of business, government and community members;
  • Strategically link theoretical frameworks with practical solutions to the social issues confronting business, government and the community; and
  • Develop, present and articulate practical solutions to pressing social issues at a standard that reflects the research rigour required from clients that commission work in this field.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.