SOCIAL MARKETING

MKT3SEM

2017

Credit points: 15

Subject outline

In this subject you will learn about social marketing. Social marketing is the application of marketing principles to solve social problems. Increasingly social marketing is developing its own theory base and also drawing on research in allied areas such as health communication. It is increasingly being adopted by governments, non-governments organizations (NGOs) and others institutions around the world as they seek effective solutions relating to social issues and social problems in poverty, public health, road safety, racism and climate communication and change, along with environmental issues. In this subject you will be introduced to the theory and application of social marketing, explaining how techniques such as branding, segmentation and the marketing mix can be used to respond to social and health issues. Working individually and in small groups, you will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorGillian Sullivan Mort

Available to Study Abroad StudentsYes

Subject year levelYear Level 3 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites MKT1MDP

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsSocial MarketingRecommendedEagle and Kotler et. al 2014 & 2015Pearson

Graduate capabilities & intended learning outcomes

01. Understand the key principles of social marketing

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

02. Identify the ethical issues around the implementation of social marketing campaigns

Activities:
Analysis of cases and discussion in class each week
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

03. Use social marketing theories to analyse real-world social and health problems

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

04. Use social marketing theories to recommend creative solutions

Activities:
Analysis of case studies and development of project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

05. Use social marketing theories to evaluate social marketing campaigns

Activities:
Use social marketing theories to evaluate social marketing campaigns
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

06. Communicate effectively; in writing, verbally and electronically

Activities:
Report and presentation
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Bendigo, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Melbourne, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Mildura, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Shepparton, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Sydney, 2017, Study Period 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 31 - 42
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.

Tutorial Week: 31 - 42
One 1.0 hours tutorial per week on weekdays during the day from week 31 to week 42 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05

Vietnam, 2017, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

WorkShop Week: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Tutorial Week: 31 - 43
One 1.0 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via online.

Assessments

Assessment elementComments% ILO*
Group case study and presentation15 minute presentation followed by questions and written slides - 1000 word equivalency per student20 01, 02, 03, 06
one 1 hour mid semester exam - optional 10%Students may do an optional mid-semester test worth 10%- if they count the test toward the Final Exam that exam is only worth 30%. Formative and summative options. 01
one Group report (1500 words per student)Literature review and social marketing intervention/plan on a social issue40 01, 02, 03, 04, 05, 06
one 2-hour final examination (Open text)Final may only be worth 30% if mid-semester test is counted40 01, 02, 03, 04, 05