For a class of non-conservative hyperbolic systems of partial differential equations endowed with a strictly convex mathematical entropy, we formulate the initial-value problem by supplementing the equations with a kinetic relation prescribing the rate of entropy dissipation across shock waves. Our condition can be regarded as a generalization to non-conservative systems of a similar concept introduced by Abeyaratne, Knowles and Truskinovsky for subsonic phase transitions and by LeFloch for non-classical undercompressive shocks to nonlinear hyperbolic systems. The proposed kinetic relation for non-conservative systems turns out to be equivalent, for the class of systems under consideration at least, to Dal Maso, LeFloch and Murat's definition based on a prescribed family of Lipschitz continuous paths. In agreement with previous theories, the kinetic relation should be derived from a phase-plane analysis of travelling-wave solutions associated with an augmented version of the non-conservative system. We illustrate with several examples that non-conservative systems arising in the applications fit in our framework, and for a typical model of turbulent fluid dynamics we provide a detailed analysis of the existence and properties of travelling waves which yields the corresponding kinetic function.