About the Centre

“Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society." (Alan R. Andreasen, 1995: 7)

The Centre for Social Marketing Research (CSMR) was established in 2004 under the directorship of Dr Gary Noble and reflects the strong and continued interest in the area of social marketing by members of the Marketing Discipline at the University of Wollongong. In 2008, its name was changed to the Centre for Social Marketing and Non-Profit Research (CSMNPR) to more accurately reflect the totality of the group's emphasis.

The Centre is fortunate to have a close professional relationship with the Institute of Social Marketing (ISM) at the University of Stirling and The Open University in the UK with Professor Gerard Hastings,  the Director of ISM, having the post of Visiting Professorial Fellow at CSMNPR.

The primary aim of CSMNPR is to undertake a program of active research that contributes to both the theoretical foundations of social marketing and its practical application.

The Centre recognises that the formation of partnerships with non-profit organisations and the need for firms to adopt ethical marketing practices are fundamental issues within the social marketing discipline. Consequently, the Centre also has research interests in the areas of non-profit marketing and corporate social responsibility.

In addition to its research program the Centre oversees and contributes to the School of Management and Marketing’s teaching of social marketing at both the undergraduate and postgraduate level through its involvement with the subjects MARK320 Social Marketing and MARK920 Social Marketing.   

The Centre welcomes approaches from industry, non-profit organisations and government departments concerning joint research projects in the area of social marketing.