SOCIAL MARKETING

MKT3SEM

2020

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-ordinatorPhilip Trebilcock

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 3 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites MKT1MDP or enrolment in LBBEM, LBC, LBBC, LBB, LBF, LBBHR, LBIB, LBBS, LBBTH, LBBAB, LZBMM, LZCFA, HBHS, HBHSB, ABABU

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

Social Marketing

Resource TypeRecommended

Resource RequirementN/A

AuthorEagle and Kotler et. al

Year2014

Edition/VolumeN/A

PublisherPearson

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
DISCIPLINE KNOWLEDGE AND SKILLS
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Understand the key principles of social marketing
02. Identify the ethical issues around the implementation of social marketing campaigns
03. Use social marketing theories to analyse real-world social and health problems
04. Use social marketing theories to recommend creative solutions
05. Use social marketing theories to evaluate social marketing campaigns
06. Communicate effectively; in writing, verbally and electronically

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Bendigo, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Mildura, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Shepparton, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Vietnam (Hanoi University), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 31 - 43
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 31 to week 43 and delivered via online.

WorkShop Week: 31 - 43
One 2.00 h workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Sydney, 2020, Study period 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 10 - 22
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 22 and delivered via online.

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5

Singapore (SIM), 2020, Week 05-16, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Unscheduled Online Class Week: 5 - 16
One 1.00 h unscheduled online class per week on any day including weekend during the day from week 5 to week 16 and delivered via online.

WorkShop Week: 5 - 16
One 2.00 h workshop per week on weekdays during the day from week 5 to week 16 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Group case study and presentation 15 minute presentation followed by questions and written slides - 1000 word equivalency per studentN/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO6
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.N/AN/AN/ANonull SILO1
One Individual report (1500 words per student) Literature review and social marketing intervention/plan on a social issueN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2-hour final examination (Open text) Final may only be worth 30% if mid-semester test is counted (equivalent to 2000 words)N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5