Students
MKTG309 – Social Marketing and Sustainability
2016 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Ross Gordon
E4A 551
Tuesdays 12pm-1pm
Tutor
Helen Siuki
Contact via helen.siuki@mq.edu.au
N/A
By appointment
Tutor
Galib Mohiuddin
Contact via khondker-galib-b-.mohiuddin@students.mq.edu.au
N/A
By appointment
Tutor
Susan Stewart-Loane
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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 behaviours 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.
- 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
Student Workload and Performance Level
Students are expected to complete all assessment tasks for this subject.
Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks notwithstanding. Students should note that each credit point normally requires about 2 hours of study per week. Thus, MKTG309 Marketing Project which is a 3 credit point unit requires that students commit about 6 hours study a week, including attendance at lectures and tutorials.
Plagiarism
Students must not engage in plagiarism in the process of doing assessments tasks for this unit, or any unit whilst at University. Please read the University policy on academic honesty - details can be found in the 'Policies and Procedures' section of this Unit Guide.
Plagiarism: Using the work or ideas of another person, whether intentionally or not, and presenting this as your own without clear acknowledgement of the source of the work or ideas. This includes, but is not limited to, any of the following acts:
- copying out part(s) of any document or audio-visual material or computer code or website content without indicating their origins
- using or extracting another person's concepts, experimental results, or conclusions
- summarising another person's work
- submitting substantially the same final version of any material as another student in an assignment where there was collaborative preparatory work
- use of others (paid or otherwise) to conceive, research or write material submitted for assessment (e.g. ghost writing)
- submitting the same or substantially the same piece of work for two different tasks (self-plagiarism).
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Participation | 10% | Week 1 through Week 13 | No | ||
| Individual Essay | 30% | Week 7: Tuesday 13 September | No | ||
| Group Project | 30% | Week 3 to Week 13 | No | ||
| Final Exam | 30% | Examination Period | No |
Participation
Due: Week 1 through Week 13
Weighting: 10%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Students are required to expected to participate actively whilst taking this unit. Participation can involve participating during tutorials, and during online discussion forums on iLearn. The more you participate, the more likely you are to gain a better mark for participation.
Note that students are expected to attend at least 10 of the 12 tutorials during the semester.
- In tutorials students will be encouraged to participate in discussions regarding the weekly tutorial class activities. Students will also be asked to assist tutorial groups in developing social marketing campaigns for their creative productions. After listening carefully to other tutorial presentations, students have the opportunity to participate by acting as a sounding board providing immediate feedback on aspects of others' work as well as providing guidance for future direction, points of clarification and suggestions for improvement.
- In online forums. Teaching staff will post on iLearn discussion topics each week regarding relevant social marketing topics and students will have the opportunity to comment and engage in discussion and debate regarding these topics.
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.
- 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.
Individual Essay
Due: Week 7: Tuesday 13 September
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Assessment 2: Individual Essay - Critical Evaluation of an Existing Social Marketing Programme
Assessment 2 is an individual assignment that requires a comprehensive critical analysis of an existing social marketing programme. This requires students to describe an existing social marketing programme, compare it to best practice, but to critically analyse, interpret and identify and discuss important implications from their analysis.
A selection of case studies examples of existing social marketing programmes to choose from will be made available online on iLearn in week 2. Students will choose one case study and use materials from lecture, tutorials, textbook, videos, iLearn and readings to critically analyse the case study.
The individual assignment is to be completed in essay format, and the word limit is 2,000 words (+/- 200 words). Essays are to be submitted in tutorial class to your tutor in Week 7 Tuesday 13th September, and must also be submitted online through the Turnitin plagiarism software no later than 11:59pm on Tuesday 13 September 2016. If you do not hand in a hard copy of your essay to your tutor in your tutorial class you will receive a late penalty.
Individual Essays will be assessed against your critical analysis of the following in relation to your chosen existing social marketing programme:
- Analysis of formative research used to inform the existing social marketing programme
- Target group(s) segmentation strategy in the existing social marketing programme
- Establishment of objectives and goals in the existing social marketing programme
- Development and use of the social marketing mix in the existing social marketing programme
- Implementation of the existing social marketing programme
- Process, impact and outcome evaluation of the existing social marketing programme including consideration of ethical implications
- Critical analysis and reflection on the strengths, weaknesses of the existing programme (this should feature throughout your essay), and your own suggestions for future programmes on this topic
- Quality of written communication (structure, formatting, spelling, grammar, readability of the essay)
No extensions will be granted. There will be a deduction of 10% of the total available marks from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission - 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
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.
- 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.
Group Project
Due: Week 3 to Week 13
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Assessment 3 for this unit is a Group Project in which students will work in a group, and also individually to create a social marketing programme proposal.
As a group students will be invited to select a relevant social marketing issue and develop a project plan. Students are free to select an issue of their choice. Please consult the textbook, and various readings on iLearn for ideas if you wish. Groups will then be asked to conduct background research on the topic, identify appropriate priority groups, explain their segmentation approach, guiding theory, programme objectives, and use of the social marketing intervention mix for a social marketing programme to tackle their chosen issue. Groups are encouraged to use the ideas that each student has developed for their individual paper on the use of the social marketing intervention mix to discuss and develop consensus agreement for their group proposal (see below). This work for the group project will then be presented as a group class presentation.
Individually each student will then be required to write a 1,000 word individual report setting out their own proposal for how the social marketing intervention mix could be used to tackle the issue that was selected by the group. This paper should provide a rationale, analysis and justification for why each proposed intervention component would be used.
Therefore, assessment 3 involves two parts:
Part 1 – Class Presentation. Worth 15%. TO BE PRESENTED IN TUTORIAL CLASS IN WEEKS 11-13.
You are required to present your group's social marketing programme proposal to your tutorial class and tutor in Weeks 11-13. Your tutor will advise of the schedule for class presentations in advance. Each group will have 20 minutes to present. Each group member is expected to make an equal contribution to the class presentation. A copy of your presentation slides and other handouts/materials used is to be provided to your tutor at the time of the presentation. Your group presentation will be assessed on :
- Background and context to the social issue
- Identify guiding theory, target group(s) for your programme, and programme objectives
- Quality of strategic and tactical recommendations for your social marketing programme
- Demonstration of use of research including pre-testing research in your programme proposal
- Presentation skills (including presentation style, use of visual aids, level of creativity, structure & sequencing, adhering to time limit)
Part 2 - Individual Report. Worth 15%. DUE TO BE HANDED IN TUTORIAL CLASS IN WEEK 10 AND UPLOADED TO iLEARN BY 11:59PM TUESDAY 18TH OCTOBER 2016.
Your individual report should provide your own proposal and analysis for the use of the social marketing intervention mix to tackle the relevant issue that your group has selected. This individual report should provide a rationale, analysis and justification for why each proposed intervention component would be used. Please note that once you have submitted your individual report students are expected to share their work with the rest of their group, and groups are encouraged to use the ideas that each student has developed for their individual paper on the use of the social marketing intervention mix to discuss and develop consensus agreement for their group proposal. The word limit for the final report 1,000 words +- 150 words. Reports that are significantly shorter than this range will likely be lacking in detail and coverage of the key issues, and reports that are significantly longer than this range will not be marked beyond the word limit.
Your individual report will be assessed on the following criteria:
- Clear and logical presentation of proposed social marketing intervention mix components that are appropriate for tackling the relevant social issue
- Justification of why you have selected the intervention components that you have suggested.
- Robust critical analysis of the strengths and weaknesses of your suggestions, and acknowledgement of some possible alternatives.
- Quality of written communication (structure, formatting, spelling, grammar, readability of the report)
Group Formation
In week 3, you will form into groups of 5. Your Tutor will then invite your group to select a social issue that you will be creating a social marketing programme proposal for. You will then be asked to sign the group contract and work together as a group over the remainder of the unit on the assessment task.
- Every group member must sign a group contract in week 3.
- Every group member must take a co-leadership role for a section(s) of the class presentation - this means that everyone will present one of the sections in class.
- Every group member must complete a peer evaluation for each member of the group offering feedback and indicating their level of contribution to the overall group work.
ALL students must attend ALL of the tutorials in Weeks 11-13 in which there will be class presentations.
All individual reports must be uploaded onto iLearn in Week 10.
No extensions will be granted. There will be a deduction of 10% of the total available marks from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission - 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted'.
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.
- 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: Examination Period
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Assessment 4 for MKTG309 Social Marketing and Sustainability is a Closed Book Final Exam held during the University Examination Period. The Final Exam will last for 3 hours and is worth %30 of the overall mark for this unit.
The Final Exam will assess and cover all material presented and discussed during the the entire unit from weeks 1-13.
A Final Exam Revision Lecture will be held in Week 13.
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.
- 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.
- 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 week, one 2 hour lecture and one 1 hour tutorial
Required Reading: Textbook
French, J. & Gordon, R. (2015). Strategic Social Marketing. Sage: London.
Required Reading: Journal Articles
Journal articles relevant to each week of the unit can be found on the iLearn site.
Other Resources are available on the MKTG309 iLearn website
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)
- The web page for this unit can be found at: http://ilearn.mq.edu.au
- The timetable for this unit can be accessed from this portal: http://timetables.mq.edu.au
Class Participation:
- Students are required to participate in class and will be assessed on this. Students will have the opportunity to participate in tutorial classes, and online discussion forums.
Group Work:
- Group work is an inherent requirement in this unit, and students are expected to form groups, and work professionally and effectively on a group project.
Unit Schedule
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Week |
Lecture |
Readings |
Tutorial |
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1: Tuesday 2 August |
1. What is Social Marketing
Introduction to Social Marketing; and introduction the course |
Chapter 2, 1 and 3 in the textbook
Week 1 journal articles on iLearn |
No tutorial |
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2: Tuesday 9 August |
Week 2: Systems Thinking and Social Marketing |
Chapter 7 of textbook
Week 2 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on assessment tasks |
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3: Tuesday 16 August |
Week 3: Strategic Social Marketing |
Chapter 5 of textbook
Week 3 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on assessment tasks
Group Formation |
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4: Tuesday 23 August |
Week 4: Using Theory in Social Marketing |
Chapter 8 of textbook
Week 4 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on assessment tasks |
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5: Tuesday 30 August |
Week 5: Critical Social Marketing |
Chapter 14 of textbook
Week 5 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on assessment tasks |
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6: Tuesday 6 September |
Week 6: Research in Social Marketing |
Chapters 9 & 10 of textbook
Week 6 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on assessment tasks |
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7. Tuesday 13 September |
Week 7: Segmentation, Targeting and Positioning in Social Marketing Programmes |
Chapter 2 of textbook
Case Study on page 111-115 of textbook
Week 7 journal articles on iLearn
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Submit in Class Assessment 2: Individual Essay - Critical Evaluation of an Existing Social Marketing Programme
Assessment 1: Class discussion & participation |
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Mid-session break Monday 19th to Friday 30th September 2016 (inclusive)
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8: Tuesday 4 October |
Week 8: The Social Marketing Mix Toolkit – Part 1 |
Chapter 4 of textbook
Week 8 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on group project |
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9: Tuesday 11 October |
Week 9: The Social Marketing Mix Toolkit – Part 2 |
Chapter 4 of textbook
Week 9 journal articles on iLearn |
Assessment 1: Class discussion & participation
Consultation on group project |
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10: Tuesday 18 October |
Week 10: Designing and Planning Social Marketing Programmes |
Chapter 10 & 11
Week 9 journal articles on iLearn |
Submit in class Assessment 3: Part 2 – Individual report on use of the social marketing intervention mix Assessment 1: Class discussion & participation
Consultation on group project |
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11: Tuesday 25 October |
Week 11: Creating Value in Social Marketing |
Chapters 11, 12 & 13 of textbook
Week 11 journal articles on iLearn |
Assessment 3: Part 1 - Group Project Presentations
Attendance is compulsory |
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12: Tuesday 1 November |
Week 12: Pulling it all Together – Social Marketing Cases |
All cases studies in textbook will provide background examples of social marketing cases.
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Assessment 3: Part 1 - Group Project Presentations
Attendance is compulsory |
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13: Tuesday 8 November |
Week 13: Exam Revision Session |
Entire textbook |
Assessment 3: Part 1 - Group Project Presentations
Attendance is compulsory
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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
New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/
Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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/
Results
Results shown in iLearn, 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.
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://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.
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.
- Critically analyse, discuss, and evaluate social marketing strategies and use secondary research skills to collect, collate and integrate examples with theory.
Assessment tasks
- Participation
- Individual Essay
- Group Project
- Final Exam
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.
- 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
- Participation
- Individual Essay
- Group Project
- Final Exam
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.
- 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 Essay
- Group Project
- Final Exam
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
- 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
- Individual Essay
- Group Project
- Final Exam
Email Ettiquette: About consultation with your tutors and/or unit coordinator/lecturer
Email Etiquette: Consultation with your subject coordinator and/or teachers via email
Your teachers receive a very large number emails each day. Before sending an email to teaching staff please - you must check whether the answer to your enquiry is already contained within the unit guide or the iLearn site for the unit. The vast majority of emails from students to teaching staff relate to information that has already been provided. If you send an email of this type you will not receive a reply. Therefore, you must please carefully read the unit guide and iLearn site before sending a query by email.
In order to enable teaching staff to respond to your emails appropriately and in a timely fashion, students are asked to observe basic requirements of professional communication:
Consider what the communication is about
- Is your question addressed elsewhere (e.g. in the unit guide or on the unit iLearn site)?
- Is it something that is better discussed in person or by telephone? This may be the case if your query requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or schedule an appointment or see your tutor/lecturer in class.
- Are you addressing your request to the most appropriate person - please note that teaching staff do not deal with IT or student administration issues?
Specific email title/ header to enable easy identification of subject related/ student emails
- Identify the unit code of the subject you are enquiring about (as your teacher may be involved in more than one subject) in the email header. Add a brief, specific header after the unit code where appropriate
Professional courtesy
- Address your teacher appropriately by name (and formal title if you do not yet know them).
- Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling.
- Be respectful and courteous.
- Academics will normally respond within 1-3 days. If the matter is urgent, you may wish to telephone the Teaching Staff whose contact details are given in this subject outline or contacting the Department.
- Please ensure that you include your full name, and identify your seminar or tutorial group in your email so that your teachers know who they are communicating with and can follow-up personally where appropriate.
A guide to eLearning 'Netiquette' is available at:
https://www.mq.edu.au/iLearn/student_info/netiquette.htm
Research and Practice
- This unit uses research by Macquarie University researchers
- This unit uses research from external sources (see journal article reading list)
- This unit gives you practice in applying research findings in your assignments
- This unit gives you opportunities to conduct your own research
Changes since First Published
| Date | Description |
|---|---|
| 01/09/2016 | Change of contact details due to being required to move office. |