Outline

Overview

Social Issues 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 issues 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

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

Teaching staff

Coordinator	Olaf Werder, olaf.werder@sydney.edu.au

Assessment

The census date for this unit availability is 1 September 2025

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Case studies	Team research report Student groups evaluate a case study in a comprehensive report	35%	Formal exam period Due date: 17 Nov 2025 at 23:59	2250 words	AI allowed
Outcomes assessed:
Presentation	Team presentation Student teams present their research to the class	10%	Multiple weeks Closing date: 07 Nov 2025	500 words, 15-20 minutes (5 minutes Q&A)	AI allowed
Outcomes assessed:
In-person written or creative task	In-Class Case Study -Students analyse the benchmarks of a case provided in pre-class readings with notes taken from them	30%	Week 07 Closing date: 19 Sep 2025	-approx. 2000 words, hand-written essay	AI prohibited
Outcomes assessed:
Written work	Reflection Essay Students individually reflect on their AI collaboration and its use in the industry	25%	Week 10 Due date: 18 Oct 2025 at 23:59	1250 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Assessment	Word Count
In-class Case Study	2000
Reflection Essay	1250
Team Project Presentation	500
Team Project Report	2250

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 unit's learning outcomes to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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:

For every calendar day up to and including ten calendar days after the due date, a penalty of 5% of the maximum awardable marks will be applied to late work. For work submitted more than ten calendar days after the due date a mark of zero will be awarded (USYD Assessment Procedures, 2016)

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction, Definitions, Challenges	Lecture and tutorial (2 hr)
Week 02	Customer Orientation	Lecture and tutorial (2 hr)
Week 03	Behaviour Modification focus	Lecture and tutorial (2 hr)
Week 04	Theory Backdrop	Lecture and tutorial (2 hr)
Week 05	Importance of Insights	Lecture and tutorial (2 hr)
Week 06	Exchange Concept	Lecture and tutorial (2 hr)
Week 07	Influence of Competition	Lecture and tutorial (2 hr)
Week 08	Target Segmentation	Lecture and tutorial (2 hr)
Week 09	Methods Mix (4P)	Lecture and tutorial (2 hr)
Week 10	Campaign Evaluation & Follow-Up	Lecture and tutorial (2 hr)
Week 11	Case Studies (Analysis)	Lecture and tutorial (2 hr)
Week 12	Presentations	Lecture and tutorial (2 hr)
Week 13	Presentations	Lecture and tutorial (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.
Preparation: Students should commit to spending approximately three hours of 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

The reading list for this unit can be accessed through the Library service, connected to our Canvas course site via the "Reading List" button.

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 MECO6934. Unfortunately, the response rate of only 32% is less than satisfying and also less indicative of how everyone feels and thinks. Since this misses about 2/3 of the course members, it needs to be read with some caution. I will reflect on the ratings you gave, and the comments you made, and will use them to make improvements in the unit next year. The unit was overall evaluated higher than the previous year. However, there were a few things that I will try to improve following from your comments: 1) Some mentioned that we should provide more definitions and/or case studies. Note that these are mutually exclusive ideas, and we thought we had a host of examples and even encouraged students to introduce some, but we will take this on board and think of some more fluid way of getting the material across. 2) Suggestions were also made to have more people participate in our conversations. You are preaching to the choir but aside from incentivising and cheerleading everyone's participation, there is not much one can do about a student's unwillingness to speak up. We certainly won't want to have this as a lecture again but I'll study some ideas from others if they may work for us. We may try small group discussion circles in the years ahead, with various people taking a leadership role. More to explore, I guess, but maybe a different scenario as we move to a different assessment scenario in 2025, which may impact this comment. Aside from that, I was satisfied that the unit was overall really well received and found your endorsement. 85% of those who responded were overall satisfied with the quality of the course, felt part of a learning community and learned important professional skills (both 89%).

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
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 the 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

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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

MECO6934: Social Issues Marketing

Semester 2, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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