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Unit of study_

MKTG3123: Strategic Social Marketing

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

This unit highlights the scope and application of marketing skills beyond the commercial context and focuses on its potential in pursuing the societal marketing concept. At the core of this unit is the understanding and use of marketing methods which are guided by ethical principles and delivers social change that is for the benefit of individuals and communities rather than being solely driven by a corporate profit motive. This unit examines marketing as a set of tools and concepts that can be applied to non-traditional contexts such as in campaigns involving social attitudes, political issues, environmental awareness, non-profit and 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 MKTG3123
Academic unit Marketing
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Teresa Davis, teresa.davis@sydney.edu.au
Tutor(s) Angela Baxter, angela.baxter@sydney.edu.au
Type Description Weight Due Length
Final exam (Take-home extended release) Type E final exam Final exam take home long release (Type E)
Short answer questions in take home format. Approved change
35% Formal exam period 96 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6 LO7
Small continuous assessment Participation and engagement
Participation
15% Multiple weeks 3 x 500 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO7
Assignment group assignment Group project
Presentation, report
30% Week 11 3500 words
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
Presentation group assignment Presentation
Presentation Weeks 11 and 12
20% Week 11 15 minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6 LO7
group assignment = group assignment ?
Type E final exam = Type E final exam ?

Assessment summary

  • Group project: Each group of 4 (maximum) students in the class will work on a live project. This assessment includes 3 components –secondary data collection and organisational analysis, a project pitch proposal and a final written report. 
  • Presentation: In weeks 11 and 12, each group will create a presentation with their response (project pitch/proposal) to the group project. Each member of the group will have to present for equal time on one aspect of the project.
  • Participation and engagement: This assessment is made up of 3 tasks. You will be required to carry out a critical evaluation of a social marketing campaign, as well as discuss, debate and respond to 2 ‘live case’ studies. 
  • Final exam: The exam will comprise of 5 short questions, including applied problem/scenario questions that require short, but succinct and precise answers.

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

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.

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.

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.

WK Topic Learning activity Learning outcomes
Week 01 Regular Lecture:Introduction: Unlearning Some lessons from Traditional Marketing Inaugural Guest Lecture: RUOK (Last year’s live project client) Tutorial: Groups of 4 for Project formed and brief chosen, project outlines and assessment rules discussed Lecture and tutorial (3 hr) LO1 LO2 LO6
Week 02 Live Case Study 1 Guest Lecture: OZARVEST Ashley Kileen (project client from 2 years ago) Lecture: Successful examples and Identifying some criteria that makes a successful campaign. Tutorial:Please bring an example of what you think is a successful AND unsuccessful SSM campaign to discuss and debate in tutorial. Lecture and tutorial (3 hr) LO1 LO2 LO6
Week 03 Live QANDA with Project Clients: Viewing Prior to session: 1.Project Briefing by Client Organisations and also online lecture session: 2.What is a successful SSM campaign? Students then come to class with questions for live Q&A with Clients 12-1pm: MS 1-2pm: Fairtrade Tutorial: Submission of Task 1: Critical Evaluation of your chosen SSM Campaign (5%) Critical evaluation of your chosen SSM Campaign Lecture and tutorial (3 hr) LO1 LO2 LO4 LO5
Week 04 Live Case Study 2 Guest Lecture: BMF (Agency/ Campaign Perspective) Please read all related material on Canvas before coming to class, prepared to ask questions. Tutorial: Task 2: Submission of Individual Live Case Study (5%) OZHARVEST Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO7
Week 05 Lecture: Motivation and Attitudes for Social Change? Question to think about: Are motives more important than attitude to work on for SSM? Tutorial: Task 3: Submission of Individual Case Study – BMF (5%) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO7
Week 06 Lecture: Theoretical and conceptual models of social marketing (or how to explain and predict social change across contexts) Question to think about: Is theory necessary at all? Tutorial: Discussion of examples brought by students that that apply a recognisable theoretical/conceptual model Lecture and tutorial (3 hr) LO1 LO2 LO4
Week 07 Lecture: Stakeholders identification and mobilisation Question to think about: Are there soft targets or is everyone fair game in social change campaigns? Tutorial: Discussion: Are Social Marketing campaigns right to talk of 'competition' or is there another word for this? Examples of campaigns addressing the competition' Lecture and tutorial (3 hr) LO1 LO2 LO6
Week 08 Lecture:Communication, messaging and framing for SSM Question to think about: Why reframe and rethink social messages differently from traditional marketing? Tutorial: Discussion: Examples of successful and unsuccessful 'nudging' Lecture and tutorial (3 hr) LO1 LO2 LO4 LO6
Week 09 Lecture: Channels, media mix To trump it or Tweet it? Is social media always the answer? Should we waste our budget on media? Is it better used on actually making a difference? Tutorial: Discussion: Has Social Media or hashtag activism become indispensible in the covid era? Lecture and tutorial (3 hr) LO1 LO2 LO6
Week 10 Lecture: Branding and Brand Trust Tutorial:Discussion: Examples of 'when social purpose brand lose their trustworthiness? Lecture and tutorial (3 hr) LO1 LO2 LO6
Week 11 No Lecture Session Tutorial: Project presentations Week 1 Project Presentations (In Tutorial Sessions) All group reports to be submitted Friday 13th 9am soft copy via Turnitin (1 group member to submit) 3,500 words (+/- 10%), 12pt font and 1.5 line spacing. Word count excludes contents, executive summary and reference list. All group presentations to be submitted Friday 13th 9am soft copy via Turnitin (1 group member to submit). Presentation 15min and all group members must present Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 12 No Lecture Session Tutorial: Project presentations Week 2 Project Presentations (In Tutorial Sessions) All group reports to be submitted Friday 13th 9am soft copy via Turnitin (1 group member to submit) 3,500 words (+/- 10%), 12pt font and 1.5 line spacing. Word count excludes contents, executive summary and reference list. All group presentations to be submitted Friday 13th 9am soft copy via Turnitin (1 group member to submit). Presentation 15min and all group members must present Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 13 November 23rd-27th No lecture session Online Review Session of unit and revision for exam 4th December : Submission of Final Take-home exam Online before 5pm Australian EST Lecture (2 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

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

ereserve and on canvas

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.

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

  • LO1. Critically evaluate underlying theories, concepts, assumptions, limitations and arguments in the study of social marketing
  • LO2. Identify and analyse both factual and real-world issues related to social marketing
  • LO3. Develop appropriate solutions to address behavioural and attitude change and provide coherent arguments to support your recommendations
  • LO4. Explain how behavioural and attitudinal theories and concepts can be strategically applied to business problems and social marketing practice
  • LO5. Identify relevant consumer and social data, and use information related to the social issue efficiently and responsibly
  • LO6. Collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility
  • LO7. Communicate your research, analysis and opinions confidently and to a professional standard.

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
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

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

No changes have been made since this unit was last offered.

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.