Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (On-campus split block of classes)
Coordinator(s)Dr Jan Brace-Govan


Marketing in the non-profit and public sectors frequently engages with diverse and compelling social issues where social marketing is often used to address specific problems. In this unit you will explore how marketing concepts, frameworks and techniques developed for commercial marketers can help solve social and non-profit marketing problems. The similarities and differences to commercial marketing are discussed and the challenges marketing faces in this environment are assessed. The unique features of third sector and social marketing are the focus and a basic understanding of marketing concepts will be assumed.


The learning goals associated with this unit are to:

  • identify and assess the challenges the social environment presents to marketing
  • analyse, evaluate, and interpret complex and sometimes contradictory phenomena from a marketing perspective
  • critically evaluate the literature in non-profit, public sector and social marketing.


Within semester assessment: 70%
Examination (2 hours): 30%

Chief examiner(s)

Jan Brace-Govan

Contact hours

3 hour class contact per week or equivalent


Students must have passed 24 credit points at graduate level including one of the following units: MKX9160, MKX9550, MBA9006 or MKX5461.