Explore the theoretical foundations of creative marketing and apply them to encourage behaviour change, specifically in the contexts of environmental conservation, sustainable development and social change.
Learn how to apply creative marketing, visual storytelling, and filmmaking for behaviour change initiatives in this distance taught paper.
|Paper title||Creative Marketing for Behaviour Change, Sustainability and Social Good|
|Teaching period||Semester 2 (Distance learning)|
|Domestic Tuition Fees (NZD)||$1,163.90|
|International Tuition Fees||Tuition Fees for international students are elsewhere on this website.|
This paper can be taken by postgraduate students, those enrolled in a Diploma for Graduates, as well as working professionals who want to learn more about how to develop creative communication for positive change. The course will cover behaviour change and creative content production skills, especially mobile filmmaking. Business, government agencies, as well as non-governmental organisations and non-profit environmental organisations may also find this course useful.
- More information link
Discover how to be creative in your marketing communication:
Modern marketing needs to respond to increasing environmental and social challenges – like climate change – that are driving the degradation of our natural and social worlds. In this distance-taught paper, you’ll be introduced to the theory of creative marketing and how you can use it to encourage behaviour change for environmental conservation, sustainable development, and social change. You’ll develop a project-driven campaign based on creative marketing strategies and content production, with a particular focus on filmmaking.
Explore sustainable marketing for the future:
By developing an understanding of how to create marketing content and how to use it in a variety of contexts, you’ll gain contemporary skills that are increasingly sought-after by business, academic, and social agencies. As you discover key video production techniques and behaviour change marketing, you’ll learn how to use these to create sustainable marketing for a better future. You’ll also delve into community-based social marketing and strategic marketing to further help your cause.
To take part in this paper you will need a digital camera or cellphone capable of filming 1080 Video, a computer, and any available video editing software such as iMovie, Da Vinci Resolve, Premiere Pro, or Final Cut Pro.
- Teaching staff
Dr Wiebke Finkler is a creative marketing researcher, filmmaker and science communicator. With a background in marine biology and science communication she researches creative campaigns for positive change and sustainability.
- Paper Structure
The aim of this paper is to deal with theoretical and practical issues surrounding creative marketing communication for behaviour change. Students will be encouraged to incorporate conceptual and practical skills, and to research, produce, pilot and evaluate a behaviour change marketing campaign as part of a research-led learning experience.
No text books are required. Reading material will be advised and provided by the course-coordinator.
- Graduate Attributes Emphasised
Global persepctive, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation
View more information about Otago's graduate attributes.
- Learning Outcomes
Students who successfully complete the paper will:
- Develop advanced theoretical and technical knowledge in creative marketing communication for behaviour change.
- Develop advanced research skills focused on behaviour change, and be able to critically analyse and generate solutions to complex and sometimes unpredictable environmental conservation and social problems.
- Develop advanced technical knowledge in visual storytelling and production skills including filmmaking, creative design and copywriting.
- Apply specialised cognitive skills to critically analyse, reflect on and synthesise complex behaviour change information, problems, concepts and theories.
- Apply advanced creative skills and strategies for developing and executing creative marketing behaviour change initiatives.