Handbook

This subject covers both social and sustainable marketing theory. Social marketing aims to influence deeply ingrained behaviours and firmly held beliefs to drive positive change for individuals and society. It is widely applied in campaigns addressing issues such as smoking cessation, responsible alcohol consumption, drug prevention, domestic violence reduction, and … For more content click the Read More button below. In addition to traditional social marketing, this subject integrates sustainable marketing principles, emphasising ethical, long-term solutions that promote environmental and social well-being. Sustainable marketing goes beyond short-term behaviour change to foster responsible consumer habits, corporate accountability, and sustainable development. Case studies from Australia and around the world—both contemporary and historical—will be used to illustrate key concepts and strategies, providing a comprehensive understanding of how marketing can drive meaningful and lasting impact.