Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course applies a strategic social marketing approach to identify and examine wicked social problems. In practice, social marketing seeks to integrate marketing concepts, with other approaches to influence behaviour change that benefit individuals, communities and wider society for social good. Social marketing is guided by ethical principles, integrates research insight, advances theory as a lens to understand consumers and other stakeholders, and applies marketing techniques and strategies to influence social change at micro, meso and macro levels of society.
This course challenges students to explore and critique the application of marketing principles, theories and solutions for social innovation. Marketing theory and techniques will be applied by students to examine wicked social problems. This course is intended for postgraduate students who want to learn how to apply marketing tools and techniques to create social innovation and influence social behaviour change. Students will evaluate and discuss social marketing case studies and prevention campaigns and explore how marketing strategy can be applied to change social behaviours and enhance societal wellbeing.
Course requirements
Assumed background
An awareness of basic marketing principles before commencing theᅠ course will assist students. Students who have no knowledge of marketing may find a basic marketing textbook is of assistance in apply marketing knowledge to social change.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG7501 or TIMS7301 or TIMS7317
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT7511
Course staff
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff doᅠnotᅠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you emailᅠbusiness.mytimetable@uq.edu.auᅠfrom your UQ student email account with the following details:
- Full name,
- Student ID, and
- the Course Code
Aims and outcomes
This course is designed to develop knowledge, skills, and perspectives to support the application of marketing concepts and strategies (e.g., developing a customer orientation, segmentation, intervention design, marketing planning & evaluation) to non-profit and public sector organisations engaged in developing marketing actions that influence positive social change. The course will:
- encourage critique of current and historic social change programs, campaigns and the tactics they employ(ed);
- increase knowledge of ethical responsibilities and how this informs social marketing practice, and
- build skills and knowledge of how governments, not-for-profit and community-based organisations allocate marketing resources and design policy to influence social behaviour change.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Interpret and apply social marketing principles and techniques to influence positive behaviour change.
LO2.
Describe and distinguish the commonly used behavioural change theories in social marketing.
LO3.
Analyse societal problems for relevant ethical and socially responsible marketing solutions.
LO4.
Plan, conduct and present secondary and primary research appropriate for a specific social behaviour change enquiry.
LO5.
Demonstrate effective communication and collaboration abilities in making social innovation decisions as a group.
Assessment
Assessment summary
Category | Assessment task | Weight | Due date |
---|---|---|---|
Presentation, Project |
Social Change Project
|
40% |
6/09/2024 - 21/10/2024 |
Examination |
In-Semester Examination
|
30% |
18/09/2024 5:00 pm |
Paper/ Report/ Annotation | Managerial Evaluation Report | 30% |
25/10/2024 12:00 pm |
Assessment details
Social Change Project
- Team or group-based
- Mode
- Oral, Written
- Category
- Presentation, Project
- Weight
- 40%
- Due date
6/09/2024 - 21/10/2024
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Students will complete a creative, social marketing project that requires each student to engage in designing a social change solution using marketing tools and techniques. This is a team project with 4-5 students per team, from their tutorial group. Detailed project guidelines will be available on Blackboard, including the approved list of topics. Teams are to select ONE problem and design a social marketing solution.
The project has 2 assessment components:
Part A: Scoping Report (15%)
In preparing for the research project, students are required to complete independent background research on their selected topic and submit this as a scoping report. The scoping report will include:
- Background research about the social problem and issues/challenges
- Background campaign research (identification and evaluation of 5 past campaigns that have been successful and/or unsuccessful in effecting behaviour change)
- Problem statement (that demonstrates an understanding and analysis of the issue based on relevant and up to date information)
- Background research about major target markets impacted by the problem/issues
- Value proposition statement that demonstrates how the social marketing approach will make behaviour change attractive and relevant to the target market profiled.
The scoping phase in designing a social change intervention is critical to avoid generating and crafting solutions before a deep understanding of the customer is achieved and ensures that the intervention design has a clear behaviour change focus (and not just an awareness raising campaign).
Report requirements: The scoping report will be written in report style, and not exceed the word limit of 1500 words [plus summary tables, references and appendices of information, not included in the word count].
The report should include important section: Background research: Social problem/issue; Campaign Audit (identify and evaluate relevant past social change campaigns); Problem Definition; Target Marketing Segmentation (based on background research); Value proposition for each market.
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of this assessment will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
Report formatting: Use: 11 point font, 1.5 line spacing, Margins 2cm
The scoping report will be submitted online via the Blackboard course links following a two-step process (1) Blackboard Group submission; (2) ONE Turnitin submission; (3) by Friday 6 September @ 12pm.
Part B: Presentation (25%)
The team will be guided by a design thinking process to present a social change strategy that explains and justifies (1) a selected target market for change – demonstrating a detailed understanding of the target market and presentation of a persona design, which is informed by TWO consumer interviews, empathy mapping and creative design elements; (2) behaviour change goals and objectives; (3) detailed explanation of the social marketing interventions, (4) behaviour change journey mapping: informed by marketing inventions that influence the consumer journey towards positive social change and linked to the social change champion (Target Market Selected).
AI Statement
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of this assessment will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
Students should plan for their team presentation pitch to be 20 minutes in length and be marked on each team members’ presentation technique and ability to apply and discuss social marketing concepts and issues relevant to the designed social change solution. All team members are required to present during a live oral presentation to their tutorial peers and tutor in weeks 11 and 12 during scheduled tutorial sessions.
Peer Assessment. It is important that groups work well together and that everyone does their fair share of the work. This course uses the UQ Group Peer Assessment tool. All students must complete the peer assessment form on Blackboard for this course following completion of the team presentation. If the peer assessment result indicates that a team member has not been doing their fair share of the work, their marks may be adjusted downward based on peer assessment results. Peer assessment forms are due by the end of the day after your project presentation. To facilitate a shared understanding about how the team will function, team members should agree on a team contract for how the team will operate (a model team contract will be provided as a starter for your team). If your group is having problems, see your tutor as early as possible. If you fear that your team may assess you unfairly, it is important to discuss this with your tutor well before the project is finished.
For help with how to effectively function in teams by building teams and managing team conflict see the online edX course “Working in Teams: A Practical Guide” www.edx.org/course/working-in-teams-a-practical-guide (link on the Blackboard website).
Criteria & Marking:
UQ Students: Please access the profile from Learn.UQ or mySI-net to access marking criteria held in this profile.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
In-Semester Examination
- Online
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
18/09/2024 5:00 pm
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03, L05
Task description
The In-Semester exam in this course will cover content presented in lectures, tutorials and required readings up to and including content covered in Week 8. The online exam will feature mixed-questioning styles (e.g., MCQs, short answer and a short essay) to test students understanding of social marketing principles and theoretical concepts. The exam is theory based, requiring application of knowledge to real world behaviour change examples or problems, using the theory and concepts from the MKTG7513 course learning materials.
Preparation for the online exam will be discussed in lectures and during applied activities in tutorials.
This assessment task evaluates student’s abilities, skills and knowledge without the aid of Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
Planning time | 10 minutes |
---|---|
Duration | 90 minutes |
Calculator options | No calculators permitted |
Open/closed book | Open Book examination |
Exam platform | Learn.UQ |
Invigilation | Not invigilated |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Late submission
Exams submitted after the end of the submission time will incur a late penalty.
Managerial Evaluation Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
25/10/2024 12:00 pm
- Learning outcomes
- L01, L02, L03
Task description
The final managerial report will explain how the social change strategy designed by the project team will be evaluated to understand how the planned marketing approach and behaviour change touchpoints will achieve behaviour change goals. Also important to social marketing is an ethical evaluation of a behaviour change strategy. Whenever a social marketer strives to change people’s behaviour, they must do so responsibly and be accountable to the target market members. While the end the results of the strategy are the identified measures of success, the means to that end are just as important. Ethical issues should be considered at each stage of the strategy development to ensure the integrity of target market research and that the program itself does not encourage behaviour change in an unethical way.
Report requirements: The 1500 words (+/- 10%) report will be written in report style, including an Executive Summary, appendices of information and tables (not included in the word count). Report formatting: 11 point font, 1.5 spacing, Margins 2cms
AI Statement
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of this assessment will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
Submission guidelines
To be submitted via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
Grade | Cut off Percent | Description |
---|---|---|
1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
Learning period | Activity type | Topic |
---|---|---|
Week 1 |
Lecture |
Defining and Distinguishing Social Marketing Course overview to Marketing for Social Change Learning outcomes: L01 |
Tutorial |
NO TUTORIAL THIS WEEK |
|
Week 2 |
Lecture |
Developing a social marketing mindset Marketing applications to behaviour change Learning outcomes: L01, L02, L03 |
Tutorial |
Core Principles of Social Marketing Applying social marketing theory & concepts Learning outcomes: L01, L03, L04 |
|
Week 3 |
Lecture |
Determining problems and findings solutions How to research social problem Learning outcomes: L01, L02, L03 |
Tutorial |
Identifying wicked problems Forming teams; Sources of secondary and primary evidence; planning interviews Learning outcomes: L01, L03, L04 |
|
Week 4 |
Lecture |
Behaviour change theories, models & frameworks : Theories to guide planning behaviour change Learning outcomes: L01, L02, L03 |
Tutorial |
Situational effects on behaviour change Identifying situational effects on behaviour change; Conducting a SWOT/PESTLE analysis; drafting a problem statement Learning outcomes: L01, L03, L04 |
|
Week 5 |
Lecture |
Customer orientation perspectives Customer/client centered marketing; micro-level approaches to social change and designing a product platform Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Applying theory to behaviour change From theory to practice segmentation strategies Learning outcomes: L01, L02, L03 |
|
Week 6 |
Lecture |
Strategy: Creating value, products & brands Value creation, exchange, co-creation theory and designing the product platform Learning outcomes: L01, L02, L03 |
Tutorial |
Working in teams: Social marketing toolbox Using evidence to create a persona design; practicing empathy mapping Learning outcomes: L01, L04 |
|
Week 7 |
Lecture |
Strategy: Influencing behaviour by design Incentivising and making access convenient and pleasant Learning outcomes: L01, L03, L04 |
Tutorial |
Working in teams: Social marketing toolbox Designing a product platform, branding and position behaviour change Learning outcomes: L03, L04, L05 |
|
Week 8 |
Lecture |
Social Change Communication Communication strategy: Messaging and creative strategies Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Working in teams Planning the behaviour change journey map through incentivising and creating access and services to support behaviour change Learning outcomes: L01, L03, L05 |
|
Week 9 |
Lecture |
NO LECTURE THIS WEEK School-based In-Semester (Examination) held this week Learning outcomes: L01, L02, L03, L05 |
Tutorial |
NO TUTORIAL THIS WEEK In--Semester Exam |
|
Mid Sem break |
No student involvement (Breaks, information) |
IN-SEMESTER BREAK |
No student involvement (Breaks, information) |
NO TUTORIAL THIS WEEK In-semester break |
|
Week 10 |
Lecture |
Ethical considerations in social marketing Learning outcomes: L01, L02, L03 |
Tutorial |
Working in teams: Social marketing toolbox Learning outcomes: L03, L04, L05 |
|
Week 11 |
Lecture |
Planning for success Monitoring & Evaluating & Sustaining Behaviour Change interventions Team Presentations (Presentation) : Scheduled with tutorial group Learning outcomes: L01, L02, L03 |
Tutorial |
Team presentations Social change project presentations Scheduled with tutorial group Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 12 |
Lecture |
Strategy Challenges & Failures Ethical debates and implications when social marketing is ineffective Learning outcomes: L01, L02, L03 |
Tutorial |
Team presentations Team Presentations (Presentation) Scheduled with tutorial group Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Social marketing futures Final lecture Learning outcomes: L01, L02, L03 |
Tutorial |
Q&A Assessment Discussion Managerial Report Q&A Managerial Evaluation (Report) : Learning outcomes: L01, L02, L03 |
Additional learning activity information
Sustainable Development Goal
This course integrates the following Sustainable Development Goals (SDGs) through lectures and assessment.
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.