Outline

Overview

This unit highlights the scope and application of marketing skills to social purpose. At the core of this unit is the understanding and use of marketing methods which are guided by ethical principles and deliver social change that is for the benefit of individuals and communities rather than being solely driven by a corporate/shareholder value. This unit examines marketing as a set of tools and concepts that can be applied to non-traditional and diverse contexts such as in campaigns involving social attitudes, political issues, environmental awareness, non-profit/charity promotion and health behaviour changes. This unit equips students to apply marketing in the planning, analysis, execution and evaluation of programs designed to influence and persuade target audiences to behave in ways that changes their individual/group behaviour which leads to societal structural changes that positively transform societal wellbeing.

Unit details and rules

Unit code	BUSS4912
Academic unit	Marketing
Credit points	6
Prohibitions ?	MKTG3123
Prerequisites ?	Students must meet the entry requirements for the Bachelor of Advanced Studies (Advanced Coursework), including completion of a pass undergraduate degree and a major in a business subject area
Corequisites ?	None
Assumed knowledge ?	Basic principles of Marketing
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Teresa Davis, teresa.davis@sydney.edu.au
Lecturer(s)	Teresa Davis, teresa.davis@sydney.edu.au
Tutor(s)	Angela Baxter, angela.baxter@sydney.edu.au

Type	Description	Weight	Due	Length
Assignment	Final Individual Assessment Written Responses to 5 Questions based on Case study Material provided.	35%	Formal exam period Due date: 24 Nov 2022 at 09:00 Closing date: 29 Nov 2022	3000 words
Outcomes assessed:
Participation	Participation and engagement Participation	15%	Multiple weeks	1000x1 +1500x1
Outcomes assessed:
Assignment	Group live project report Group report	30%	Week 01	3500
Outcomes assessed:
Presentation	Presentation Presentation	20%	Week 01	n/a
Outcomes assessed:
= hurdle task ? = group assignment ?

Assessment summary

Live Project Group Written Report

Worth: 30% of overall grade
Individual/Group: Group
Due: Friday 5th November, 2021 9am
Learning outcomes: LO1, LO2, LO3, LO4

Task Description

Your group is required to develop and provide an strategic plan for

the project clients (one of 2), Week 2 Mental Health Australia and in Week 4 OzHarvest will also engage with students in a live 30min Q&A session. These presentations and any other data/information they are willing to share should be used to understand fully the 'client' brief and problem.

All questions you need to ask of the client will have to be asked in Week 2 and 5 . This will be the only time for Q&A.

Report details: (1) written in a professional style (12-point Font, 1.5 line spacing throughout) ; (2) 4,500 word limit (+10%, maximum words 4,950). Appendices, Reference List, Tables, Figures are NOT included in the 4,500 word limit. (3) ensure the use of correct assignment formatting and referencing style (please refer to the Business School GuidelinesLinks to an external site. for further information); (4) adhere to the Business School Academic Honesty Policy as each report will be checked for plagiarism.

Submission Information

The group assessment report file should be submitted as a PDF via Turn-It-In on CANVAS on 27th OCTOBER 2022 9am in line with the University of Sydney Business School's Policy on Academic Honesty. Please refer to the Business School policyLinks to an external site. on the conditions of assessment.

Group Oral Presentation

Worth: 20% of overall grade
Individual/Group: Group and Individual
Due: All groups 27TH OCTOBER 2022 SUBMISSION
Learning outcomes: LO1, LO2, LO3, LO4

This assessment is linked to your group written assignment.

Each group (3 - 4 students) will present a 30 minute presentation of the group project.

You will be required to prepare a 30 minute oral presentation (weeks 12 and 13) that will be delivered , at a time allocated to your group. The presentation will cover the key insights, findings, recommendations and measurement, monitoring and evaluation from the group's written report.

Each member of the group will have to present for an equal amount of time. The assessment is meant to give students feedback as a group on the project, but also on their Individual presentation style and communication.

The marks awarded for the Individual, feedback will be given in two parts - one on individual presentation styles and then feedback for the group as a whole to be incorporated into the final written project report.

Length Penalty

Oral presentation file: The oral presentation file must not exceed 16 slides (excluding title slide and reference list slide). The live presentation must not exceed 30minutes minutes in duration, marking will STOP at 30 minutes.

Participation:

Task Description

2 mini ‘cases’ will be presented over 2 different weeks and students will be asked to adress a problem (specific question presented in the Lecture) around the mini case. The Individual responses

Must be submitted in soft-copy typed via Turnitin/ Canvas on the due date indicated (on the Canvas schedule) for each of the 3 mini cases Maximum 500 words – 12pt font and 1.5 line spacing does not include references).

This will be marked at the end of the semester out of 5 marks per (question/week for weeks) and will form part of your participation mark out of 15 (10marks x 1 Butterfly Foundation + 5marks x1BMF Case = 15 marks total).

Assessment Criteria
1. Presentation, communication & style (written)
2. Analysis
3. Rationale
Feedback :
A mark and comments will be returned for all three tasks at the end of semester.

Final Individiual Assessment:Task Description

5 Short questions: applied problem/scenario questions that require short, but succinct and precise answers (5x7 Marks=35Marks). These questions are related to concepts covered in the lecture and workshop material where the relevant topics are covered, but also will be based on information and background research you are able to source and build upon. It is a cumulative individual research assessment.
Assessment Criteria
1. Conforming with instructions (e.g. word length, font, other instructions)
2. Use of literature/ Knowledge of theory
3. Conclusions
4. Analysis
5. Problem solving
6. Rationale
7. Critical reasoning / critical thinking
8. Synthesis
9. Time management/self manageme
Feedback -
Marks will be available after the exam marking period is completed. Students may request an appointment to
look over their marked assessment in the post marks period if they wish to.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Any assessment submitted after the due time and date will incur a late penalty of 5% of the total marks per 24 hour period, or part thereof, late (note that this is applied to the mark gained after the submitted work is marked). Since submission is electronic, weekends and public holidays count as days in the same way as working days. Any assessment submitted after the due time and date will incur a late penalty unless excused by special consideration, special arrangement or disability services adjustment

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week -01	INTRODUCTION: Unlearning some lessons from Traditional Marketing. PROVOCATION: Marketing for Social Purpose is really an Oxymoron.... READINGS: Field, A (2020) Is COVID-19 Causing More Socially Responsible Consumer Behavior? Forbes, May edition available online: https://www.forbes.com/sites/annefield/2020/05/24/is-covid-19-causing-more-socially-responsible-consumer-behavior/#7aab82bb64d6 WORKSHOP: (1) Groups for semester project teams and assessment group project (presentation).	Lecture and tutorial (3 hr)
Week -03	Prostrate Cancer Australia GUEST LECTURE: (1) Purpose, programs and challenges; (2) Live Q&A session with Steve Callister, Prostrate Cancer Australia. (60 minutes) LECTURE: Theoretical and conceptual models of MSP: Motivation and Attitude theories for Social Change? Question to think about: Are motives more important than attitude to work on for MSP? (or how to explain and predict social change across contexts) READINGS: David, P; Rundle-Thiele,S (2018) "Social marketing theory measure	Lecture and tutorial (3 hr)
Week -05	Intervention Design, Branding and Brand Trust Continued	Lecture and tutorial (3 hr)
Week 02	Mental Health Australia GUEST LECTURE: (1) Purpose, programs and challenges; (2) Live Q&A session with Rebecca Reynolds, Mental Health Australia. (60 minutes) LECTURE: What is a successful MSP Campaign? Examining successful examples and identifying some criteria that makes a successful campaign. What is a success in MSP? READINGS: Andreasen A (2002) Marketing Social Marketing in the Social Change Market-place. Journal of Public Policy and Marketing.Vol21(1). p.1-13 be different from success	Lecture and tutorial (3 hr)
Week 04	OzHarvest GUEST LECTURE: (1) Purpose, programs and challenges; (2) Live Q&A session with Ashley Killen, Head of Impact OzHarvest (60 minutes). LECTURE: - Intervention Design, Branding and Brand Trust READINGS: Delgado-Ballester, Elena, et al. "Development and validation of a brand trust scale." International Journal of Market Research, vol. 45, no. 1, 2003, p. 35	Lecture and tutorial (3 hr)
Week 06	LECTURE: Stakeholders identification and mobilisation Question to think about: Are there soft targets or is everyone fair game in social change campaigns? Balancing Stakeholders' opposing interests? READINGS: Schuster, Lisa (2015) Competition and its influence on consumer decision making in social marketing. Journal of Marketing Management, 31(11-12), pp. 1333-1352	Lecture and tutorial (3 hr)
Week 07	LIVE CASE STUDY (Task 1 - Public Health/Social Focus) LECTURE: BMF (agency perspective) - via RESPECT Domestic Violence Campaigns. Emily Fields, Creative and Startegic Planner and Christina Aventi, Chief Strategy Officer, BMF Agency (45 minutes)	Lecture and tutorial (3 hr)
Week 08	LIVE CASE STUDY (Task 2 - NGO Focus) LECTURE: The Butterfly Foundation (NGO perspective) - Melissa Wilton and Clare Fargher, The Butterfly Foundation (45 minutes). LECTURE: Part 1 - Communication, messaging and framing for MSP : Models Revisited Question to think about: Why reframe and rethink social messages differently from traditional marketing? READINGS: 1. Burchell, K, Rettie, R and Patel K (2013) Marketing social norms: Social marketing and the ‘social norm approach. Journal of Consumer B	Lecture and tutorial (3 hr)
Week 09	LECTURE PART 2:Communication, Messaging and Framing Message frames for Persuasion READINGS: 1. French J (2011) When Nudging is not enough. Journal of Social Marketing Vol1(2):154-162 2. Dunn L and Hoegg J (2014), The Impact of Fear on Emotional Brand Attachment. Journal of Consumer Research, Vol. 41 :152-168	Lecture and tutorial (3 hr)
Week 10	LECTURE: Channels, media mix Is social media always the answer? Should we waste our budget on media? Is it better used on actually making a difference? READINGS: 1. Laroche, M., Habibi, M. R., & Richard, M. -. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1),76-82doi:10.1016/j.ijinfomgt.2012.07.003	Lecture and tutorial (3 hr)
Week 11	LECTURE : The Final Debate READINGS: TBA WORKSHOP: Project group work	Lecture and tutorial (3 hr)
Week 12	NO LECTURE/NO WORKSHOPS Group Assessment Presentations attend group allocated 40min slot (30min present/10 min Q&A) . .	Lecture and tutorial (3 hr)
Week 13	LECTURE: Review of Course and revision for final Assessment	Lecture and tutorial (3 hr)

Attendance and class requirements

Attendance will be marked in All workshops, as the group project work will be partly completed in the workshops and missing a workshop would mean missing group meetings. This may be reflected in the Peer Evaluation by your team members for the group presentation/report.
Lecture attendance is not attendance marked, but continued absences can affect your overall understanding and application.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Please note that there are only two recommended textbooks, these are not 'required' but it is expected that you will read these even if you do not own them. Both ebooks are cheaply bought online or rented online from Vitalsource. Additional reading lists are available on the library e-reserve list

1.Strategic Social Marketing, Jeff French and Ross Gordon, 2015, Sage Publications.

2.Social Marketing: Rebels with a Cause (3rd Edition) , by Gerard Hastings and Christine Domegan 2018, Routledge Publications (Taylor and Francis Group).

Available on vitalsource as an ebook https://bookshelf.vitalsource.com/#/ and at Co-op bookstore as hard copy. The textbook and additional readings are only meant to guide and to be read as supplemental to the lectures and tutorials (primary source)

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Critically evaluate issues relating to business ethics, sustainability and social responsibility and propose solutions within complex societal contexts
LO2. Create new ideas and opportunities by using innovative strategies in a Social Marketing /Social purpose context
LO3. Communicate Social purpose messaging effectively to diverse stakeholder groups using a range of communication and presentation modes and methods appropriate for various societal outcomes and objectives
LO4. Analyse and solve complex strategic challenges facing Social Marketing campaigns

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

This is the second time this unit has been offered Final exam has been removed in response to feedback and replaced with a individual semester long research assessment.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Live Project Group Written Report

Submission Information

Group Oral Presentation

Participation:

Final Individiual Assessment:Task Description

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

BUSS4912: Marketing For Social Purpose

Semester 2, 2022 [Normal day] - Remote

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Live Project Group Written Report

Submission Information

Group Oral Presentation

Participation:

Final Individiual Assessment:Task Description

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect