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Macquarie University

Areas of Study

Social Marketing and Sustainability

  • BCM310
  • 3
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Unlike commercial marketing which seeks to simplify changes in purchasing patterns, social marketing seeks to change strongly ingrained behaviour or firmly held beliefs in a manner that benefits individuals and society at large. Examples of social marketing include campaigns to prevent or reduce alcohol consumption, smoking, drug abuse, domestic violence and unsafe driving. This unit examines how to design a marketing strategy that will move the target audience from indifference to action and ultimately maintenance. The unit uses a case study approach drawing on current and historic Australian and international campaigns. -- Course Website

Instructor: Ms Leanne Carter

Prerequisites: 39cp and admission to BCM 



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