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Session: 2022/23

Last modified: 18/01/2023 15:19:50

Title of Module: Social Marketing in Health

Code: NURS11009 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Health and Life Sciences
Module Co-ordinator:Angela   Bonar

Summary of Module

A major concern of health professionals is to consider how best they can encourage individuals and communities to adopt healthier lifestyles. Over the past few decades the health communications field has adopted a number of sophisticated approaches to influence the uptake of such behaviours. Social marketing utilises advances in communication technology and marketing techniques to generate discussion, promote information and influence attitudes, values and behaviours. By doing so, it helps to create a climate conducive to social and behavioural change. The module will encourage students to analyse the components of social marketing and its applications as a way to shape consensus, modify attitudes and behaviours, and create new social norms.

General Syllabus

  • The concept of social marketing and its emergence as a discipline.
  • Introduction to commercial/generic marketing
  • Development of social marketing
  • Differences between commercial marketing and social marketing.
  • The Exchange Theory
  • The Social Marketing Mix
  • Ethics And Social Marketing
  • Behaviour Change Models
  • Formative research in Social Marketing
  • Campaign Planning

The above skills acquisition contributes to the development of the UWS Graduate AttributesUniversal - critical thinking, analytical, inquiring, culturally aware, emotionally intelligent, ethically-minded, collaborative, research-minded and socially responsible; Work-Ready - knowledgeable, digitally literate, effective communicator, motivated, potential leader; and Successful - autonomous, incisive, creative, resilient and daring.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:






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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Systematically review the effectiveness of marketing communications as a way of modifying attitudes and behaviour.

L2. Critically examine the applicability of marketing principles and practice to the solution of social and health problems.

L3. Conceptualise and analyse a social marketing campaign.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 11.

Demonstrates a critical understanding of contemporary theory, principles and concepts of social marketing.

Practice: Applied Knowledge and Understanding SCQF Level 11.

Demonstrates originality and creativity in the application of knowledge, understanding/or practices.

Generic Cognitive skills SCQF Level 11.

Applies critical analysis, evaluation and synthesis to issues which are at the forefront or informed by developments at the forefront of a subject/discipline.

Communication, ICT and Numeracy Skills SCQF Level 11.

Selects and applies appropriate methods and tools to facilitate behaviour change programmes.

Designs the presentation of information for dissemination across appropriate levels and areas of the professional audience and organisational contexts.

Synthesizes work into a well-designed social marketing campaign.

Autonomy, Accountability and Working with others SCQF Level 11.

Work in ways that are reflective, critical and analytical.

Demonstrates leadership and/or initiative and make an identifiable contribution to change and development.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Fully online: In this mode of delivery, students are learning fully online and are supported by the VLE. Students will receive core module resources, individual and group support and directed learning via the VLE system. This will be aided by asynchronous online discussion and support sessions through Microsoft Teams and virtual group learning activities. Students will be directed to wider reading including access to electronic library and e-books.

All students will be expected to work through the on-line module materials independently via the VLE. This will assist in enhancing skills of communication, presentation, problem-solving and critical reflection.

Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery5
Tutorial/Synchronous Support Activity7
Laboratory/Practical Demonstration/Workshop12
Personal Development Plan6
Independent Study170
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Andreasen, A. R. (2006). Social Marketing in the 21st Century. California: Sage Publications.

Donovan, R. J. & Henley, N. (2010). Principles and Practice of social marketing: an international perspective. 2nd edn. Cambridge: Cambridge University Press.

French, J., Blair-Stevens, C., McVey, D. & Merritt, R. (eds) (2010). Social marketing and public health: theory and practice. Oxford: Oxford University Press.

Hastings, G. (2011). The SAGE handbook of social marketing. London: Sage.

Hastings, G., Domegan, C. (2018). Social marketing: rebels with a cause. 3rd edn. Oxford: Routledge

Lefebvre, R, C. (2013) Social marketing and social change: strategies and tools for health, wellbeing and the environment. Oxford: Wiley Blackwell.

Weinreich N, K. (2011). Hands-On Social Marketing: A Step-by-Step Guide to designing change for good. 2nd edn. California: Sage.

The National Social Marketing Centre Available:

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMidwifery & Specialist Nursing
Assessment Results (Pass/Fail) No
Subject PanelMidwifery&Specialist Nursing L9-11
ModeratorFiona Smith
External ExaminerN Walsh
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Summative Assessment 1:
Students will design and present a Social Marketing Campaign. The campaign presentation will be weighted at 40%.
The group work element will be assessed and moderated by the lecturer/s who will allocate marks for group performance.
Summative Assessment 2:
Using a different Social Marketing Campaign(s) from Summative Assessment 1 each student will produce a written piece of work (3,500 words) showing evidence of a systematic analysis of the components of social marketing and its application in shaping consensus and modifying attitudes and behaviours. The written work will be weighted at 60%.
Students must pass each of the two assessments to obtain a pass for this module.
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentation  check mark400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Essaycheck markcheck mark 600
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The School of Health and Life Sciences believes that education and practitioner diversity are central to achieving quality of care.

Within the module, quality of care, inclusiveness and employability are achieved by:

• Provision of a welcoming and supportive culture that promotes accessibility and equal opportunities to students and prospective students

• Promotion of confidence and knowledge of their rights as a student and employee

• Promotion of respect and knowledge of client diversity, their needs, rights and associated practitioner responsibilities

The above aims, supported by staff belief in fairness and equal opportunities, guide content, teaching and learning, assessment and evaluation.

Disability disclosure is encouraged throughout recruitment, selection and throughout the duration of this module. Emphasis is placed on confidentiality of information, the benefits of disclosure and that no detriment to progress will be experienced.

To enable the module to be responsive to the demand for equality and diversity, procedures and processes have been subject to Equality Impact Screening and where appropriate Equality Impact Assessment. Evaluation by all key stakeholders through the life of the module is also central to meeting commitments.

Further detail is available in the specific section of the Programme Specification.

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.