Kies de Nederlandse taal
Course module: 202300043
Social Marketing and Behaviour Change
Course infoSchedule
Course module202300043
Credits (ECTS)5
Course typeStudy Unit
Language of instructionEnglish
Contact personR.J.J. Voorn
R.J.J. Voorn
Contactperson for the course
R.J.J. Voorn
Academic year2023
Starting block
RemarksThe maximum of student who can register for this course is 27
Application procedureYou apply via OSIRIS Student
Registration using OSIRISYes
At the end of the study unit, students will be able to… (between brackets the number of the corresponding intended learning outcomes of the programme):
  1. Understand and explain different theories of social marketing and promoting behaviour change (1.1, 1.2);
  2. Explain and use a system’s based behavioural perspective to design behaviour change in the context of social marketing(1.4);
  3. Identify and prioritise the contextually relevant drivers and barriers to behaviour change objectives(1.3,1.6, 2.6);
  4. Demonstrate the skills to select appropriate science-based interventions to stimulate desired behaviour change and how to evaluate them (1.3, 1.6, 3.4, 3.6, 5.1);
  5. Understand and apply desirable ethical considerations associated with influencing behavior change (1.5, 5.2, 5.3);
  6. Present a project persuasively to different stakeholders using an appropriate medium (4.2).
In today's world, the need for social marketing has never been greater. The United Nations has established 17 Sustainable Development Goals (SDGs) to encourage countries to take action through a global partnership. These goals recognize that eradicating poverty and other forms of deprivation requires a comprehensive approach that includes improving health and education, reducing inequality, promoting economic growth, addressing climate change, and conserving forests and oceans. Many organizations, institutions, and companies have adopted these goals into their objectives, and governments are reinforcing them through legislation. Achieving these goals requires the help of many people, including employees, citizens, entrepreneurs, and consumers. Understanding the psychology of behavior change is a critical component of this effort.

In this master's course, you will learn how to apply a systems-based approach to designing interventions that promote behavior change in the context of social marketing. You will gain the knowledge and skills necessary to analyze and identify relevant factors that influence behavior change, including primary drivers and barriers. You will then design science-based strategies and tactics for communication, marketing, and other interventions to strengthen or mitigate them. This will involve drawing on various fields, such as marketing, social psychology, behavior change theory, intervention mapping, media planning, research methods, communication science, and ethics.

Throughout the course, you will work in teams of three to design interventions aimed at promoting behavior change for a social marketing issue. You will present your work as a publishable blog post, video, or other format that makes it accessible to all interested parties. Additionally, there will be an open questions exam. By the end of the course, you will have gained the skills and knowledge necessary to develop effective social marketing strategies that promote behavior change.

Master students from the following master programmes from the University of Twente meet the general prerequisites: BIT, BA, IDE, IEM, PSY.

Bachelor students who have the possibility to follow a master course during their bachelor programme and would like to take this course can submit a motivated request no later than three weeks before the start of the quartile, containing:
  • Study progress overview from Osiris
  • Description of how the student meets the course’s prerequisites
  • Approval of the programme director (or a delegate from the bachelor programme) for following this master course
The request should be sent to
Assumed previous knowledge
Bachelor Communication Science
Premaster Communication Studies

Exchange students: Relevant domain specific knowledge. To be decided by the admission committee Communication Science.
Participating study
Master Communication Science
Participating study
Master Business Administration
Required materials
Scientific articles
Recommended materials
Instructional modes
Presence dutyYes


Kies de Nederlandse taal