At the beginning of the twenty-first century, there was a significant acceleration in the growth of social marketing. Non-profit organisations started focusing on the applications of private sector marketing to improve different kinds of social welfare in aspects such as: "Arts, Culture, and Humanities", "Education", "Environment and Animals", "Health", "Human Services", "International and Foreign Affairs", "Public, Societal Benefit", "Religion Related", "Mutual/Membership Benefit" and "Unclassified". Likewise, major international and domestic corporations now routinely include social marketing components in their companies' programs. This also helps promote the overall growth of social marketing.

This course uses interdisciplinary approach to investigate the practices and challenges of government and government related organisations, as well as non-profit organisations in the marketing of social services. The course discusses the characteristics of social services marketing, the design and implementation of social services campaigns, social services branding strategy, the different marketing communication tools application in different disciplines of social services marketing, and the evaluation of social services marketing efforts.

This GE Capstone will only be offered to students of the Bachelor of Social Sciences (Hons) in Integrated Communication Management.