Social Marketing Specialisation

Social marketing is still a relatively new area of academic study despite the fact that the approach has been applied in various forms to the promotion of social issues for the last half century. Contemporarily its study and application are taking on new dimensions and interest particularly as a consequence of the growing international appreciation for dynamic communication approaches which advance behaviour change.

Students of social marketing are trained and educated with full cognizance of the many perspectives influencing its development and evolution as a specialized area in the communication for change arena as well as developing basic creative and technical skills in the various media used in social marketing including video and radio production, graphic design, and copywriting. For their final project, participants plan, implement and evaluate an actual campaign on a selected social issue.

The social marketing graduate is usually an all-round communicator capable of designing, implementing and evaluating behaviour change communication plans. The specialisation prepares the individual principally to work as development communicators, account executives, health promotion officers and public education officers.