Social Marketing
PGCert
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Course summary and entry requirements
Course duration
Part-time: 6 months min, 4 years max
About the course
Focusing on applying social marketing principles to the key health, environmental and civic issues in contemporary society, the Social Marketing Postgraduate Certificate (PGCert) will give you the skills and confidence to plan and manage social marketing campaigns.
The course will be of particular interest to professionals who want to deepen their understanding of social marketing theory and practice, and apply their learning to work-based projects.
The Social Marketing Postgraduate Certificate will develop your ability to:
- plan behavioural change programmes based on an understanding of what moves and motivates people
- apply social marketing theory and concepts to practical behavioural problems
- demonstrate a critical analysis of social marketing strategy, both in practice and policy making settings
- show competence in social marketing planning techniques and the application of behaviour theory to 'live' projects
- manage the complexity and critical reflection required to apply commercial marketing and other management tools to behaviour change programmes.After completing a compulsory Social Marketing module, you can choose to undertake a work-based project or pick further modules that reflect your particular interests.
Modules are delivered in weekly blocks - a method of delivery which attracts students living significant distances from Brighton.
Typical entry requirements
The entry requirements listed here are for students starting their course in 2013. Individual offers may vary
For non-native speakers of English:
IELTS 6.5 overall and 6 in writing.Other:
A short interview, either in person or by phone/email, is required before being accepted onto the course.Degree and/or experience:
Normally a good honours degree or equivalent is required. A degree in any subject will be considered. Work experience is useful but not essential.For equivalent international qualifications
We can help you meet our English language entry requirements
For help meeting English language requirements contact our
Language Institute.We can help you meet our academic entry requirements
For help meeting academic entry requirements contact our
International College.If you cannot find your country listed, please email admissions@brighton.ac.uk
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Course content
Course structure
The course is designed to fit around your personal and professional commitments, with start dates throughout the year. You may determine the length of the course, which can vary between six months and four years, depending on individual circumstances.
A compulsory Social Marketing module is taught over four consecutive days, with additional supervision and assessment time. On completion of this module you can choose to follow one of two routes:
- work-based route
- modules route.You will have the opportunity to discuss the best combination of modules and projects with your tutor.
WORK-BASED PROJECT ROUTE
The work-based project can be completed at a pace that suits you and your employer (between six months and four years). It is based around your own professional interests and carried out under the supervision of the course team.
Should you decide to take this route, you will be required to produce a coherent account of an applied social marketing initiative.
The project provides an opportunity to create strategies to overcome the barriers that social marketing professionals face when creating complex behaviour change programmes.You will be expected to:
- identify a social marketing problem of your choice (in consultation with tutors)
- explore relevant social marketing/behaviour change models to provide insight into an audience in relation to the particular issue
- analyse the primary and secondary data, with reference to social marketing theory and literature
- draw sound conclusions from your investigation
- identify realistic and feasible social marketing recommendations, such as the development of a behavioural intervention or a review of the way a public service is provided.While working on the project you will be offered individual learning support and consultation with the module tutor (face-to-face or by telephone).
MODULES ROUTE
This route allows you to customise the course by choosing two other modules (in addition to the compulsory Social Marketing module) that reflect your particular interests. You have between six months and four years to complete the two modules.
Each module is taught in weekly blocks, with additional supervision and assessment time. Subjects include:
- Meeting the Challenges: Public Health
- Research Methods for Critical Appraisal
- Behavioural Economics
- The Public Service Organisation in its Environment
- Managing Performance in the Public Services
- Planning and Marketing in the Public Services
- Marketing for the Not-for-Profit Sector -
Fees and costs
The fees listed here are for full-time courses beginning in the academic year 2012-13. Further tuition fees are payable for each subsequent year of study and may be subject to small increases, in line with inflation.
The tuition fee you have to pay depends on a number of factors including the kind of course you take, and whether you study full- or part-time. If you are studying part-time you will normally be charged on a pro rata basis depending on the number of modules you take.
What's included in the fee?
When costs such as health or criminal record checks, field trips or use of specialist materials are incurred as a mandatory requirement of the course they are included in your tuition fee.
You may incur additional costs depending on the optional modules or activities you choose. The cost of optional activities is not included in your tuition fee and you will need to meet this cost in addition to your fees. Before you apply please check with the school that provides your course using the contact details on the left of this page for advice about what is included and what optional costs you could face so you can budget accordingly.
Our website www.brighton.ac.uk/money provides advice about funding and scholarships as well as further information about fees and advice on international and island fee paying status.
PGCert Social Marketing
Please contact us directly for exact tuition fees for this course. -
Location
Location
Moulsecoomb Located to the north of Brighton city centre, the Moulsecoomb campus offers students an excellent learning environment and a wide range of facilities. It is the largest of our five campuses with over 8,000 students.
View campus maps and directions
Living in Brighton
Brighton’s rich mix of historic architecture, lively arts scene, varied shopping and cosmopolitan community make it a vibrant, enjoyable place to live. It is no wonder that many Brighton graduates choose to stay here.
Social scene
Alongside the traditional seaside attractions, Brighton is famed for its exciting social scene with a wide choice of pubs, clubs and restaurants.
Arts
The highlight of the city’s cultural year is the Brighton Festival. The event is held each May and is England’s biggest arts festival, which showcases arts and performance from around the world. Brighton is also home to the UK’s oldest working cinema, the Duke of York’s, which shows alternative and mainstream films. The city is also well known for its exciting music scene and hosts The Great Escape music festival.
Sports
Whether you take your sport seriously or just want to keep fit, Brighton offers all kinds of sports opportunities and facilities, on and off campus. You can also make the most of the location, and play volleyball, basketball and windsurfing down by the beach. The seafront is also the finishing point for the famous London – Brighton bicycle ride and the quirky veteran car run.
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Staff profiles
Matthew Wood, Course Leader
Matthew has extensive commercial and social marketing research experience. Before becoming an academic he was an account manager for TNS, the world’s largest market research company.
He works closely with The Campaign Company (TCC) and has recently published research papers based on TCC's community cohesion projects.
Regularly delivering social marketing training courses for public health professionals, Matthew is a frequent speaker at international social marketing conferences.
Matthew's current research interests include the role of emotions and relationships in social marketing.
Julie Alexander, Senior Lecturer
Julie is a part time Senior Lecturer in Social Marketing and Health. She is also the Health Inequalities Lead for the South East England Public Health Group, where her remit covers health inequalities policy advice, programme and strategy management and partnership working.
She was previously Head of the Social Marketing and Health Related Behaviour team in the Department of Health’s Public Health Directorate (2005 – 2009).
Sarah Cork, Senior Lecturer
Sarah combines her position at the University with a commercial role as Managing Director of the Brilliant Futures social marketing company which she founded in 2003.
Sarah worked in the commercial and charity marketing sector for over 10 years. She now uses this knowledge and experience of the commercial world and practical experience of the health and education sector to help other organisations use marketing tools and techniques to promote positive behavioural change.
Professor Jeff French, Lecturer
Jeff is a recognised global leader in the application of behaviour change and social marketing. He has extensive experience of developing, leading and managing public behaviour change projects, social marketing programmes and communication strategies. Jeff currently works on projects at international, national, regional and local levels.
He is a visiting professor at the University of Brighton and Brunel University, and a Fellow at Kings College University London.
Jeff undertook the “It’s our health” review of social marketing for the UK government, which was published in 2006. He established the National Social Marketing Centre and was its director from June 2006 until November 2009. Jeff is now the CEO of Strategic Social Marketing.
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Career opportunities
On completion of this course you will have an advanced understanding of social marketing strategy, with skills and knowledge sought after by employers such as national, regional and local government, social marketing consultancies, the NHS and not-for-profit organisations in the UK and internationally.
The course demonstrates your professional credibility to employers, clients and peers.
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More...
Who is this course for?
The course is suitable for graduates wanting to develop social marketing skills, as well as experienced professionals interested in accrediting existing social marketing skills.
The Social Marketing Postgraduate Certificate will be of particular interest to:
- professionals with marketing or business experience interested in working in health or environment sectors
- public health, health promotion, commissioning and environmental professionals who are interested in social marketing and behavioural change
- people working internationally within the disciplines of environment, business and social science
- health and environmental professionals who have completed a basic introduction to social marketing course
- communications professionals working in Local Authorities and NHS organisations
- non-profit, voluntary and other public sector managers from charities, social enterprises, fire, police and trading standards.
Professional partnership
We have a close working relationship with The Campaign Company (TCC), a communications consultancy that specialises in political, social and cause related marketing and campaigning. TCC helps organisations build relationships with hard-to-reach groups. Its clients include local authorities and NHS bodies. As visiting speakers, our partners from TCC bring classroom theory to life by sharing real-world case studies, results and pitfalls.
Social marketing unit
The Business School has a dedicated Social Marketing Unit that provides social marketing teaching, consultancy and research services. It aims to integrate marketing, health, environment and social science disciplines to support the development of social marketing in the UK and overseas.
What is social marketing?
Social Marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals leading to an individual or social good.Research is carried out to understand the motivations of the target audience or ‘customer’, when planning programmes to influence, and ultimately change, behaviour. Targeted interventions and campaigns based on ‘consumer insight’ are more likely to be effective, meaning improved public services and the more efficient use of resources.Social marketing builds on and complements the core discipline of marketing. For health, behaviour change, environment and public communications specialists it is a way of understanding how tools of commercial marketing can help with the development of effective services and interventions based on consumer insight.
Promoting behavioural change
01273 642197
Email postgrad.business@brighton.ac.uk
International students:
+44 (0)207 250 6749
international@brighton.ac.uk