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    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.

    About this paper

    Paper title Creative Marketing for Behaviour Change, Sustainability and Social Good
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 2 (Distance learning)
    Domestic Tuition Fees ( NZD ) $1,196.41
    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.

    Contact or

    Teaching staff

    Dr Wiebke Finkler

    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.

    Course outline

    View the Course Outline for MART449

    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


    Semester 2

    Teaching method
    This paper is taught through Distance Learning
    Learning management system
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