Teaching social marketing

This chapter can be used to support planning and delivery of undergraduate and postgraduate social marketing courses. The authors frame social marketing in the behaviour change marketplace and highlight the reasons for including social marketing in the curriculum of various programmes. The chapter includes suggestions to incorporate core theoretical concepts, debates and critiques with practical social marketing examples. It provides guidance about the content of social marketing courses as well as insights into teaching social marketing, including recommendations for readings, course structure, pedagogical approaches and assessment. While the focus is on higher education teaching, this chapter may provide useful guidance for practitioner teaching.