AC7027 - Managing health improvement through social marketing

What will I learn on this module?

What will I learn on this module? (SRS 0001) Please give a brief indication of the content of the module including the main topic / subject areas studied
In this module you will learn how to critically consider managing health improvement through the use of social marketing techniques and approaches. You will explore understanding what social marketing consists of and how it can be used in managing health improvement practice .The module will enable you to identify the main theoretical principles underlying the practice of health related social marketing and critically apply these to improving health and reducing health inequalities. You will examine how marketing techniques can be used to influence behaviour change, health promotion and positive social change. You will learn how to effectively solve real-world problems and develop skills to enable you to plan implement and evaluate appropriate social marketing health interventions. Key topics you will study include:-
• Overview of social marketing in the context of health improvement
• Theoretical and conceptual models of social marketing for health
• Planning a social marketing intervention
• Evaluating social marketing for health interventions and the impact on health inequalities
• The application of social marketing for health to practice
• Key models and approaches of health promotion
• The application of social marketing techniques to health promotion interventions
• Models of communication
• The application of communication techniques in social marketing for health
• Engaging communities
• Community asset mapping
• Ethics
• Managing social marketing interventions

How will I learn on this module?

You will engage in a range of learning and teaching activities including lectures, tutorials, and seminars and guided learning. You will undertake classroom based discussions and case study analysis using contemporary literature and research to facilitate your active learning, discussion and critical thinking. Through directed and independent study you will be encouraged to integrate contemporary social marketing for health theory, policy and practice, and to present your findings to both peers and tutors by engaging in debates on key social marketing for health topics. Collaborative learning will be facilitated to enable you to learn with, from and about each other to promote an ethos of collaborative working for health improvement and social marketing. Peer learning offers you opportunities to explain concepts to each other within a framework provided by staff, and to extend your learning in a team approach. . You will be encouraged to reflect on your learning through the development of a learning log which will inform the development of your final assessment. Technology Enhanced Learning (TEL) will be integral to the module in order to enhance your learning journey. The module will be supported by the E Learning Portal and other online resources such as website which allow access to broadcasted material. Your lectures will be recorded and stored within the e-learning portal for you to visit again if you wish. The module will use electronic digitised reading lists, electronic assessment submission and the Turnitin anti-plagiarism software that will also be used as a formative learning tool.

How will I be supported academically on this module?

The module lead will provide guidance and support for the duration of the module and help you in relation to your academic progress. You will be given ongoing guidance about issues such as assessment requirements, monitoring your progress, timetabling and room changes. The module tutor will provide you with a one to one tutorial to ensure you have an opportunity to ask questions and explore any issues that you feel need clarified or where you want to share your thinking on a subject. The tutorial will also give you the opportunity to probe and explore the concepts and theories discussed in the teaching sessions. Contact details for all academic and administrative team members are available for you in the programme and module handbooks on the e-learning portal. Electronic teaching and learning materials are also provided and updated on the e-learning portal. This includes assessment information, PowerPoint presentations, activity sheets, exemplars, instructional materials, module evaluation materials and relevant web links. Reading lists will be available electronically and web based resources) will provide support materials. All of these online resources are available out with the scheduled teaching sessions. The University libraries offer generous opening hours and an award winning range of services. In particular you might find the Skills Programme and online multimedia ‘SkillsPlus’ resources helpful. If you are an international student you will also have access to the Academic Language Skills ( ALS) module to help you further develop academic writing and study skills.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
1. You will engage with and deal with, systematically and creatively, the complex nature and range of issues relating to social marketing for health.
2. You will be able to demonstrate your understanding of a range of contrasting perspectives about social marketing for health and its role in managing health improvement.
3. You will develop a systematic understanding and critical awareness of key insights relating to behaviour change, communication theory and health promotion models.

Intellectual / Professional skills & abilities:
4. You will critically review the concept, principles and theoretical models of social marketing for health including the concepts of ethics, marketing, health promotion and communication.
5. You will be able to critically evaluate social marketing approaches, based on the best available evidence and research.
6. You will develop your skills, in being able to construct a proposal for planning and evaluating a social marketing for health intervention.
7. You will demonstrate the ability to solve problems and apply appropriate social marketing planning tools.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
8. You will develop and reinforce the characteristics of a Northumbria graduate as you consider the values that underpin the use of social marketing as an approach in tackling health improvement and reflect on how they link with your own values.

How will I be assessed?

Your knowledge and understanding, learning needs, and academic progress on the module will be monitored by a short multiple choice test and a group discussion in class on an example of a social marketing intervention on a health improvement topic of interest. These formative activities will feed forward into your summative assessment by enabling you to make a judgement about your level of knowledge and understaffing of key concepts and principles in social marketing for health and their application within a health improvement context. (All MLOs)
Feedforward and feedback will be provided verbally following your short test by the module tutor. Peer and tutor verbal feedback will be provided as part of the group discussion.

At the end of the module the assessment to evaluate your achievement of the learning outcomes is a 3,000 word written structured proposal for a health improvement social marketing intervention which critically analyses management implications and the application of social marketing for health.( summative assessment) (All MLOs)
In your final assessment written feedback will be provided using a marking grid with specific marking criteria.





Module abstract

The overall aim of this module is to enable you to critically consider the complexities of managing health improvement using social marketing techniques and approaches. It explores theories of social marketing for health and the application of those theories to health improvement practice. This module will enable you to identify the main theoretical principles underlying the practice of health related social marketing and critically apply these to improving health and reducing health inequalities. The module examines how marketing techniques can be used for health promotion and positive social change and you will learn how to effectively solve real-world problems and develop appropriate social marketing initiatives.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 18 months Part Time

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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