Units

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Sample subject outline - Semester 2 2012

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Social marketing is the application of commercial marketing principles to solve social problems. It is increasingly being adopted by governments around the world as they seek effective solutions relating to public health and climate change, environmental issues. This unit introduces students 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. Students will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks. This is an elective unit for business and public health students.

Aims

The aim of this unit is to provide students with the knowledge and skills to apply commercial concepts to health and social issues. In addition this unit will provide students with the opportunity to work with a community-based organisation or government department to create a social marketing campaign.

Objectives

Course Learning Goals (Undergraduate)
The Faculty of Business has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding


Unit Objectives
At the completion of this unit, you will be able to:

1. Understand the key principles of social marketing
2. Identify the ethical issues around the implementation of social marketing campaigns
3. Use social marketing theories to analyse real-world social and health problems in Australia and recommend creative solutions.
4. Communicate effectively; in writing, verbally and electronically

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The content of this unit includes:

what is and what isn't social marketing

the social marketing planning process

analysis of the social marketing environment ethics of social marketing

target marketing and segmentation

developing positioning strategies

developing the marketing mix

managing and evaluating social marketing campaigns and programs

The generic capabilities this unit develops are knowledge of the topic area, communication skills, ethical considerations, problem-solving skills and critical thinking.

Approaches to Teaching and Learning

This unit will adopt a teaching and learning methodology will includes the presentation of the main social marketing theories and models. A lecture format will be used to present the theoretical concepts and the tutorial will be used to review and analyse theory using a range of experiential activities to provide students with an opportunity for students to link the theory to practical marketing and organisations. International examples and cases will be used and guest speakers from the real world will be heavily involved in this unit in both teaching and assessment aspects.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

Informal: worked examples, such as verbal feedback in class, personal consultation

Formal: in writing, such as checklists (e.g. criteria sheets), written commentary

Direct: to individual students, either in written form or in consultation

Indirect: to the whole class

Assessment name: Introspective Social Mkg Essay
Description: Students are to prepare an essay that provides an in-depth insight into the feelings, motivations and responses of consumers towards alcoholic consumption, healthy eating or recycling. This essay will be based on students' observations of their own behaviour and consumption responses. Guidelines and format for the essay and assessment criteria are available on the unit's web page.
Length/Duration: 1,250 words
Formative or Summative: Formative
Relates to objectives: Unit objectives: 1, 2, 4 and AOL goals: KS (1.1)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: Week 6

Assessment name: Social Marketing Project
Description: Students are required to select from a list of social/health issues that are the focus of real organizations. Students will have direct access to a community or government organization as they conduct a situation analysis and recommend social marketing strategies. In addressing this assessment item, you will need to apply knowledge of social marketing principles and theories to a real-world situation. Guidelines and format for the project and assessment criteria are available on the unit's web page
Length/Duration: 2,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 2, 3, 4 and AOL goals: CTA (2.1), TW (4.1), SEU (5.1)
Weight: 40%
Internal or external: Internal
Group or individual: Group
Due date: Week 12

Assessment name: Final Exam
Description: The final exam will consist of multiple choice and essay questions.
Length/Duration: 2 hours
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2 and AOL goals: KS (1.1), SEU (5.1)
Weight: 35%
Internal or external: Internal
Group or individual: Individual
Due date: Central Exam Period

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Lee, N.R. and Kotler, P. (2011) 4th edition Social marketing: Influencing behaviors for good. SAGE publications, Los Angeles.

Other Resources
Additional references can also be found at the unit's Blackboard site.

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 12-Jun-2012