Students
MKTG309 – Social Marketing and Sustainability
2014 – S3 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Frances Chang
Contact via Email
N/A
EAB202 / Thursday10-11am
Unit Moderator
Ross Gordon
Contact via Email
Building E4A, Room 551
By appointment
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
39cp
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
Unlike commercial marketing which seeks to simplify changes in purchasing patterns, social marketing seeks to change strongly ingrained behaviour or firmly held beliefs in a manner that benefits individuals and society at large. Examples of social marketing include campaigns to prevent or reduce alcohol consumption, smoking, drug abuse, domestic violence and unsafe driving. This unit examines how to design a marketing strategy that will move the target audience from indifference to action and ultimately maintenance. The unit uses a case study approach drawing on current and historic Australian and international campaigns.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
General Assessment Information
|
Name |
Weight |
Due |
Linked Learning outcomes |
Linked Graduate Capabilities |
Brief Description |
|
Individual Case Study |
20% |
17 Dec 2014 9:00am |
1, 2, 4, 5, 6 |
2, 3, 4 |
2000 words Report |
|
Participation |
10% |
Throughout the 12 sessions |
2, 3, 4, 5, 6 |
1, 3 |
Participations |
|
Creative Production |
30% |
6 Jan, 9 Jan and 14 Jan 2015 |
1, 2, 3, 4, 5, 6 |
2, 3, 4 |
Group assignment |
|
Final Exam |
40% |
Exam period |
1, 2, 3, 4, 5, 6 |
1, 3 |
3-hour Exam |
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Individual Case Study | 20% | 17 Dec 2014 9:00am |
| Tutorial & Forum Participation | 10% | Throughout the 12 sessions |
| Final Exam | 40% | Exam period |
| Creative Production | 30% | 6 Jan, 9 Jan and 14 Jan 2015 |
Individual Case Study
Due: 17 Dec 2014 9:00am
Weighting: 20%
Students investigate a social, health or environmental issue of their choice. The area of investigation must be approved by your tutor in the second tutorial class.
Students gather multiple forms of digital content related to their approved issue and write a case study report. The digital content can be written documents in the form of academic journal articles, newspaper articles, industry or government reports, web links, images, sound or video clips.
In Session 5 no later than 9:00am in the MORNING Wednesday 17 December students must:
• submit their case study to Turnitin AND post their case study to the iLearn case study discussion board.
Students then read and comment on others' submissions.
No hardcopies will be accepted. No late submission will be accepted. No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for disruption to studies is made and approved.
On successful completion you will be able to:
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Tutorial & Forum Participation
Due: Throughout the 12 sessions
Weighting: 10%
Students have the opportunity to participate in lectures, in weekly online discussion forums, in the case study discussion forum and during tutorials.
On successful completion you will be able to:
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Final Exam
Due: Exam period
Weighting: 40%
The duration of the exam is 3 hour plus 10 minutes held during the university’s exam period. The final exam is comprehensive covering all materials in lecture, tutorials, textbook, videos and readings. The final exam is long essay format. Failure to take the final exam will result in 0 out of 40 marks. Students who miss the final exam due to illness will need to lodge an online disruption to studies application with supporting documentation in order to be considered for a supplementary final exam.
On successful completion you will be able to:
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Creative Production
Due: 6 Jan, 9 Jan and 14 Jan 2015
Weighting: 30%
In the first tutorial, students will form into 4 groups of 6. Tutors will then allocate group topics that groups will work on for the remainder of the tutorials. Group creative productions will be graded in three sections each worth 10 marks based on the quality of the material created and presented.
Every group member must sign a group contract in session 3 indicating the presentation section and week for which they are responsible.
• Every group member must take a co-leadership role for one section which means everyone will present one section and upload material to iLearn.
• Every group member must complete a peer evaluation for each member of the group indicating their level of contribution to the overall group work.
• All group members must attend the tutorials in which their group presents.
• All creative production materials must be uploaded to iLearn a day prior to the tutorials in which their group presents.
No late material will be accepted. No extensions will be granted. Students who have not submitted the task prior to the deadline or who do not attend the tutorials in which their group presents will be awarded a mark of 0 for the task, except for cases in which an application for disruption to studies is made and approved.
On successful completion you will be able to:
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Delivery and Resources
Lectures and Tutorials:
• This unit consists of 3 hours face-to-face teaching per session, one 2 hour lecture and one 1 hour tutorial. Lectures and tutorials are on Tuesday, Wednesday and Friday.
Required Reading: Textbook
• Webster, C., Carter, L., D’Alessandro, S. and Gray, D. (2014) Social Marketing: Good Intentions. 1st Edition, TUP.
Required Reading: Journal Articles
• Baca-Motes, K., Brown, A., Gneezy, A., Keenan, E.A. And Nelson, L. D. (2013) Commitment and Behavior Change: Evidence from the Field, Journal of Consumer Research, 39, 5, 1070-1084.
• Duhachek, A., Agrawal, N. and Han, D. (2012). Guilt versus Shame: Coping, Fluency, and Framing in the Effectiveness of Responsible Drinking Messages, Journal of Marketing Research, 49, 928-941.
• Pechmann, C., Zhao, G., Goldberg, M.E. and Reibling, E. T. (2003) What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes, Journal of Marketing, 67 (April), 1-18.
• Rothschilds, M.L. (1999) Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors,Journal of Marketing, 63, 24-37.
• Sheth, J.N., Sethia, N.K. and Srinivas, S. (2011) Mindful Consumption: A Customer-Centric Approach to Sustainability, Journal of the Academy of Marketing Science, 39, 21-39.
Required Viewing:
• The Story of Stuff with Annie Leonard (http://www.storyofstuff.org/movies-all/story-of-stuff/)
• Drive: The Surprising Truth about What Motivates Us by Dan Pink (http://www.youtube.com/watch?v=u6XAPnuFjJc)
Useful supplementary text on designing social marketing campaigns (available on loan from MQ library):
Lee, N.R. and Kotler, P. (2011) Social Marketing: Influencing Behaviors for Good, 4th edition, Sage, Thousand Oaks, California.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
Other Resources are available on the MKTG309 iLearn page
Technology Used and Required: Students are required to use power point, word processing and ilearn.
Unit Webpage: Course material is available on the learning management system (iLearn): http://ilearn.mq.edu.au
Unit Schedule
Refer Unit Guide on iLearn
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
Assessment tasks
- Individual Case Study
- Tutorial & Forum Participation
- Final Exam
- Creative Production
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Assessment tasks
- Individual Case Study
- Creative Production
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
- Apply marketing techniques and theories to develop creative solutions to social problems acknowledging the implications of managerial decisions on society.
- Demonstrate use of written and oral skills to integrate key social marketing theoretical concepts and to create a coherent and theoretically rigorous argument relating to sustainability concepts.
Assessment tasks
- Individual Case Study
- Creative Production
Socially and Environmentally Active and Responsible
We want our graduates to be aware of and have respect for self and others; to be able to work with others as a leader and a team player; to have a sense of connectedness with others and country; and to have a sense of mutual obligation. Our graduates should be informed and active participants in moving society towards sustainability.
This graduate capability is supported by:
Learning outcomes
- Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities.
- Demonstrate awareness of social responsibility and become familiar with the range of issues where social marketing has an impact
- Appreciate the characteristics and needs of others in society and understand prospective challenges to social issues including environmental sustainability.
Assessment tasks
- Tutorial & Forum Participation
- Final Exam
Changes from Previous Offering
Changes from Semester 2 2014:
- Different topics for Creative Productions
- Some limitations in the choice of topics for Individual Case Studies
- Recommended useful supplementary reading of an additional text