Outline

Overview

Social Marketing integrates marketing concepts with other approaches to influence behaviours that benefit individuals and communities. Examples include smoking cessation, HIV prevention and recycling. Key elements include research, theory, competition and segmentation. This unit builds students' knowledge of how social marketing can be used to facilitate behaviour change and improve social outcomes, including health, environment, economic and education programs. It will include how to design, manage and communicate social and behaviour change programs in Australia and internationally.

Unit details and rules

Unit code	MECO6934
Academic unit	Media and Communications
Credit points	6
Prohibitions ?	None
Prerequisites ?	None
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Timothy Dwyer, timothy.dwyer@sydney.edu.au
Lecturer(s)	Jodie Wrigley, jodie.wrigley@sydney.edu.au
	Tiffanny Junee, tiffanny.junee@sydney.edu.au
	Clare Davies, clare.r.davies@sydney.edu.au

Type	Description	Weight	Due	Length
Online task	Weekly comments n/a	20%	Ongoing	1500 words
Outcomes assessed:
Assignment	Essay Students individually apply a benchmark to a case study	30%	Week 07 Due date: 18 Sep 2020 at 22:00	1500 words
Outcomes assessed:
Presentation	Team presentation Student teams present their research to the class	10%	Week 12	500 words, 15 minutes (5 minutes Q&A)
Outcomes assessed:
Assignment	Team project report Student group evaluates a case study in a comprehensive report	40%	Week 12 Due date: 22 Nov 2020 at 22:00	2500 words
Outcomes assessed:
= group assignment ?

Assessment summary

Essay: For the essay topic, the students must choose one of the eight criteria that constitute the UK’s National Benchmark Criteria on Social Marketing (French & Blair-Stevens, 2006) and describe how it has been applied in a social marketing program implemented in Australia or internationally. The goal is to understand the criteria as well as the theoretical and practical issues associated with its use. You should review the academic literature (published books and journal articles) as well as the “grey” or unpublished literature, such as reports, articles, blogs, videos and presentations.
Team project presentation: Imagine your boss has asked you to present on your team project and convince the managers why that program should be changed or expanded. The goal is for students to learn how to produce a professional presentation in the context of other (competing) priorities. The presentation must be submitted by email to the lecturer no later than 5 p.m. on the day prior to the scheduled presentation. Presentation tips will be provided during class.
Team project report: Imagine you have been asked by your boss to produce a research report on the project with your colleagues. With that structure in mind, students will work in teams of 4-5 members to select a social marketing program implemented in Australia or internationally and analyse its campaign development and execution. Besides regular student team meetings, each team will need to arrange three (3) Project Team meetings with your instructor to discuss your progress (see the schedule above for designated weeks).Teams will submit only one report as a group, not individual reports.
Weekly comments: Every week students will watch the respective video vignette for the week and provide brief comments, using the required reading material (where applicable) or collective course learning as thought starters for commentary. In addition, students should add 1-2 questions relevant to the weekly readings, they would like to discuss further in class. These short comments and questions (200 words each week) need to be submitted prior to the class meeting and will become part of the in-class discussions of that week.

Detailed information for each assessment can be found on Canvas.

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
Distinction	75 - 84
Credit	65 - 74
Pass	50 - 64
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.

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 to the unit	Seminar (2 hr)
Week 02	Definition/Challenges of social marketing	Seminar (2 hr)
Week 03	Scope: Customer Orientation	Seminar (2 hr)
Week 04	Scope: Behaviour Analysis	Seminar (2 hr)
Week 05	Scope: Theory Use	Seminar (2 hr)
Week 06	Strategy Development: Importance of Insights	Seminar (2 hr)
Week 07	Strategy Development: Exchange Concept	Seminar (2 hr)
Week 08	Strategy Development: Influence of Competition	Seminar (2 hr)
Week 09	Strategy Development: Target Segmentation	Seminar (2 hr)
Week 10	Implementation: Methods Mix (4P)	Seminar (2 hr)
Week 11	Campaign Evaluation & Follow-Up	Seminar (2 hr)
Week 12	Presentations & Wrap-Up	Seminar (2 hr)

Attendance and class requirements

Attendance: According to Faculty Board Resolutions, students in the Faculty of Arts and Social Sciences are expected to attend 90% of their classes. If you attend less than 50% of classes, regardless of the reasons, you may be referred to the Examiner’s Board. The Examiner’s Board will decide whether you should pass or fail the unit of study if your attendance falls below this threshold.
Lecture recording: Most lectures (in recording-equipped venues) will be recorded and may be made available to students on the LMS. However, you should not rely on lecture recording to substitute your classroom learning experience.
Preparation: Students should commit to spend approximately three hours’ preparation time (reading, studying, homework, essays, etc.) for every hour of scheduled instruction.

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

All readings for this unit can be accessed through the Library eReserve, available on Canvas

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. analyse the influence of theories, models and benchmarks of social marketing on social and behaviour change
LO2. evaluate social marketing campaigns on their use of strategy and effectiveness toward their respective contexts and publics
LO3. demonstrate an understanding of the practical challenges of social and behaviour change programs in Australia and internationally
LO4. develop advanced problem-solving and creative skills that can support social marketing aims
LO5. apply learned knowledge to professional practice by assessing and improving a social marketing case.

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.

Thank you for your feedback on the Unit of Study Survey (USS) for MECO 6934. While the unit was overall quite well evaluated, especially in terms of training skill development, strategy creation, feedback and practical application of the content, there were a few things that we will attempt to work on following from your comments: 1) Quite a few of you would have liked to see this course being offered as a whole semester unit. We have taken this to heart and the current version is now a 13-weeks course. 2) Uneven tutoring and lecture performances were critiqued. I will make sure additional training modules for each will be included as well as teacher training and oversight will be installed prior to semester start for next year. Aside from that, I was very satisfied that the unit found your endorsement, In fact, a majority of you (about 86%) were satisfied with this course. Sadly, the response rate like every year was again a bit low at 72% (although improved over the previous year) so I don't think everyone's ideas were adequately reflected

Additional information

As per School policy, students must complete all assignments in the unit to obtain a grade and avoid an automatic Absent Fail (AF) mark
Note that assessment weighting has been adjusted from the one displayed in the faculty handbook. The latter is currently adjusted and will display the correct assessment weights by Academic Year 2021. That is, the percentages per assignment in this outline and Canvas are the correct ones.
Contact your seminar teacher for course-specific questions (e.g., group issues, etc.), contact the unit coordinator for larger issues (simple extensions, special consideration, seminar switches/course clashes, etc.)
Apply for extensions (where applicable) sufficiently ahead of the due date, not the day before or day of (exceptions are emergencies). Note that there are no individual extensions for group efforts.
If you drop a class after being assigned to a group, please contact both the coordinator and your group mates immediately.
If you are unsure about whether this unit is right for you (in case it is an elective), please make an appointment with the coordinator and discuss it instead of disrupting class proceedings by enrolling/disenrolling within a week or two.
More information can be found on Canvas after enrolment

Dr Olaf Werder's Website

Work, health and safety

There are no specific WHS requirements for this unit

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

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

Additional information

Additional information

Work, health and safety

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MECO6934: Social Issues Marketing

Semester 2, 2020 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

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

Additional information

Additional information

Work, health and safety

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect