SOCIAL MARKETING
MKT3SEM
2016
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 isdeveloping its own theory base and also drawing on research in allied areas such as health communication. It isincreasingly being adopted by governments, non-governments organizations (NGOs) and others institutions around theworld as they seek effective solutions relating to social issues and social problems in public health, road safety, racismand climate communication and change, along with environmental issues. In this subject you will be introduced to the theoryand application of social marketing, explaining how techniques such as branding, segmentation and the marketing mixcan be used to respond to social and health issues. Working individually and in small groups, you will learn to analyse real world problems and developinnovative and creative solutions using social marketing frameworks.
School: La Trobe Business School
Credit points: 15
Subject Co-ordinator: Peter Vitartas
Available to Study Abroad Students: Yes
Subject year level: Year Level 3 - UG
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: N/A
Co-requisites: MKT1MDP
Incompatible subjects: N/A
Equivalent subjects: N/A
Special conditions: N/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Social Marketing | Recommended | Eagle and Kotler et. al 2014 & 2015 | Pearson |
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)
Albury-Wodonga, 2016, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Philip Trebilcock
Class requirements
WorkShopWeek: 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.
TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Bendigo, 2016, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Philip Trebilcock
Class requirements
WorkShopWeek: 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.
TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Melbourne, 2016, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Peter Vitartas
Class requirements
WorkShopWeek: 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.
TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Mildura, 2016, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Gillian Sullivan Mort
Class requirements
WorkShopWeek: 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.
TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Shepparton, 2016, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Gillian Sullivan Mort
Class requirements
WorkShopWeek: 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.
TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Sydney, 2016, Study Period 3, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Peter Vitartas
Class requirements
WorkShop
One 2.0 hours workshop per week on weekdays during the day and delivered via face-to-face.
Tutorial
One 1.0 hours tutorial per week on weekdays during the day and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |
Vietnam, 2016, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Peter Vitartas
Class requirements
WorkShopWeek: 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.
TutorialWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalent | 20 | 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 2,500-word report / essay Individual | Literature review and social marketing plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |