mkt3sem social marketing
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
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)
Subject options
Select to view your study options…
Albury-Wodonga, 2017, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorGillian 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.
LectureWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
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.
LectureWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
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.
LectureWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
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.
LectureWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
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.
LectureWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
WorkShopWeek: 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.
TutorialWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Group case study and presentation | 15 minute presentation followed by questions and written slides - 1000 word equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 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
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 equivalency per student | 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 Group report (1500 words per student) | Literature review and social marketing intervention/plan on a social issue | 40 | 01, 02, 03, 04, 05, 06 |
| one 2-hour final examination (Open text) | Final may only be worth 30% if mid-semester test is counted | 40 | 01, 02, 03, 04, 05 |