Students
MKTG3009 – Social Change Marketing
2020 – Session 2, Special circumstance
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Cynthia Webster
Contact via cynthia.webster@mq.edu.au
158C 3 Management Dr
Thursdays 12-1
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
130cp at 1000 level or above
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
Social marketing integrates marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Guided by ethical principles, social marketing integrates research, best practice, theory, audience and partnership insights, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable. Social marketing campaigns tackle challenging health, environmental and social issues such as obesity, smoking, drug abuse, recycling, littering, domestic violence, racism and unsafe driving. This unit develops students’ knowledge of the key principles of social marketing and skills to design a marketing strategy that can support social change efforts. Students learn how to critically analyse, discuss, and evaluate current and historic Australian and international campaigns and use secondary research skills to collect, collate and integrate examples with theory. |
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:
- ULO1: Differentiate between commercial and social marketing and outline the scope of social marketing, seeking out new ideas and opportunities
- ULO2: Examine the needs of others in society and the range of prospective challenges, including environmental sustainability, where social marketing has an impact.
- ULO3: Critically analyze, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory
- ULO4: Integrate social marketing theories and relevant analysis to solve sustainability challenges and justify your solution through the use of written and oral skills both as an individual and as a group.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Essay | 40% | No | Week 7 |
| Project | 60% | No | Weeks 2-13 |
Essay
Assessment Type 1: Essay
Indicative Time on Task 2: 16 hours
Due: Week 7
Weighting: 40%
This is an individual assessment task. Students are required to apply theoretical and practical knowledge to analyse and solve challenges confronting social marketing. The essay will assess students’ ability to apply theory and critique a social marketing campaign and communicate their thoughts and ideas via a written essay. The essay should focus on the key issues identified and must specifically address the questions posed.
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
- Examine the needs of others in society and the range of prospective challenges, including environmental sustainability, where social marketing has an impact.
Project
Assessment Type 1: Project
Indicative Time on Task 2: 24 hours
Due: Weeks 2-13
Weighting: 60%
This group assessment task targets the development of students’ critical thinking and problem-solving skills and encourages students to understand the complex nature of a contemporary social, environmental or health issue. The group project will assess students’ ability to construct a sustainable, creative solution in response to an identified issue and utilise and academic rigour in the production of an acceptable, formal response to the issue. The group project consists of a group presentation (50%) and an individual portfolio(50%).
On successful completion you will be able to:
- Critically analyze, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory
- Integrate social marketing theories and relevant analysis to solve sustainability challenges and justify your solution through the use of written and oral skills both as an individual and as a group.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
Lectures and Tutorials: • This unit consists of 3 hours of teaching per session, one 2 hour lecture and one 1 hour tutorial.
Required Reading: Textbook (an electronic pdf version will be made available free of charge on the unit's iLearn website)
• 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., Delucchi, K., Lakon, C.M. and Prochaska, J.J. (2016). Randomised Controlled Trial Evaluation of Tweet2Quit: A Social Network Quit-Smoking Intervention. Tobacco Control, pp.tobaccocontrol-2015.
• Rothschild, 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.
• Van Cappellen, P., Rice, E.L., Catalino, L.I. and Fredrickson, B.L. (2018). Positive Affective Processes Underlie Positive Health Behaviour Change.Psychology & Health, 33, 1, 77-97.
• White, K., Habib, R. and Hardisty, D.J., (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of Marketing, 83(3), pp.22-49.
Required Viewing: (links to these videos will be made available on the unit's iLearn website)
• 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 social marketing: (available on loan from MQ library):
French, J & Gordon, R. (2015). Strategic Social Marketing, Sage: London
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 website
Technology Used and Required: Students are required to have access to a personal computer, use power point, word processing and ilearn.
Unit Webpage: Course material is available on the learning management system (iLearn): http://ilearn.mq.edu.au
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/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/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
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 help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
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
If you are a Global MBA student contact globalmba.support@mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.