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Course Name (English)
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RESPONSIBLE MARKETING
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| Course Code |
MKT622 |
| Course Description |
The primary objective of this course is to expose students to the application of traditional marketing principles and techniques to the challenges and rewards of influencing positive public behavior, the discipline known as Social Marketing. Social Marketing offers a revolutionary approach to solving a range of social problems in the areas of health, safety, environmental protection, financial wellbeing and community involvement. |
| Transferable Skills |
social skills and responsibilities.
good values, attitudes and professionalism.
Problem solving and scientific skills in areas related to business, management and marketing,
information management and lifelong learning skills. |
| Teaching Methodologies |
Lectures, Inquiry-based Learning, Field Trip, Case Study, Problem Based Learning (PBL), Discussion, Presentation, Journal/Article Critique, Collaborative Learning, Project-based Learning |
| CLO |
| CLO1 |
Critique key trends and theoretical application related to responsible marketing journals and articles |
| CLO2 |
Demonstrate autonomous learning through formulation of practical solutions related to responsible marketing issues. |
| CLO3 |
Demonstrate integrity, good moral values, ethics and social responsibility considerations when executing marketing decisions in a social marketing event setting. |
| CLO4 |
Display superior social skills and responsibilities through an organized academic trip. |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. Understanding Social Marketing
1.1) 1.1 Social marketing defined
1.2) 1.2 Social marketing vs commercial marketing
1.3) 1.3 Social marketing’s unique value proposition
1.4) 1.4 Social marketing issues and its benefits
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2. The 10-step Strategic Planning Model and Research Options
2.1) 2.1 Marketing planning process and influences
2.2) 2.2 10 steps to developing a social marketing plan
2.3) 2.3 Major Research terminology
2.4) 2.4 Steps in Developing a Research Plan
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3. Behavior Change Theories, Models, And Frameworks
3.1) 6.1 Informing audience segmentation and selection
3.2) 6.2 Informing behavior selection and goals
3.3) 6.3 Deepening understanding of audience barriers, benefits
3.4) 6.4 Inspiring development of social marketing mix strategies
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4. Plan Purpose and Focus
4.1) 3.1 Step 1 : Social Issue, Purpose and Focus
4.2) 3.2 Step 2 : Conduct Situation Analysis, Review Prior Efforts
4.3) 3.3 Ethical Considerations when Choosing Focus
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5. Priority Audiences
5.1) 4.1 Step 3: Select Priority Audiences
5.2) 4.2 Steps involved in selecting target audiences
5.3) 4.3 Variables used to segment markets
5.4) 4.4 Criteria for evaluating segments
5.5) 4.5 Ethical considerations when selecting priority audiences
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6. Behavior Objectives, Target Goals and Audience Insights
6.1) 5.1 Step 4: Setting Behavior Objectives and goals
6.2) 5.2 Ethical Considerations When Setting Objectives and Target Goals
6.3) 5.3 Step 5: Audience Insights
6.4) 5.4 What you need to know about your Priority Audience
6.5) 5.5 Ethical considerations when researching your target audience
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7. Developing Marketing Intervention Strategies
7.1) 7.1 Step 6: Develop Positioning Statement
7.2) 7.2 Step 7: Develop Social Marketing Product Platform
7.3) 7.3 Determining Incentives and Disincentives
7.4) 7.4 Developing Place Strategy
7.5) 7.5 Ethical considerations when deciding on Product, Incentives and Place
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8. The fourth 'P'
8.1) 8.1 Deciding on Messages, Messengers, and Creative Strategies
8.2) 8.2 Selecting Communication Channels : Traditional and New
8.3) 8.3 Factors guiding communication channel decisions
8.4) 8.4 Ethical considerations when promoting
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9. Managing Social Marketing Programs
9.1) 9.1 Step 8: Develop a plan for evaluation
9.2) 9.2 Step 9: Determining budgets and funding sources
9.3) 9.3 Ethical considerations when establishing budgets and funding sources
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10. Implementation and Sustaining Behaviour Plan
10.1) 10.1 Step 10: Complete an Implementation plan
10.2) 10.2 Anticipating forces against change
10.3) 10.3 Sharing and selling your plan
10.4) 10.4 Ethical considerations when implementing plans
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| Assessment Breakdown | % |
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| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Assignment |
Individual Paper Critique |
20% |
CLO1
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| Assignment |
Group - Innovative Social Marketing Infographic Report |
30% |
CLO2
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| Assignment |
Group - Innovative Social Marketing Campaign Promotional Presentation |
30% |
CLO3
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| Case Study |
Group Case Study InfoGraphic Report |
20% |
CLO4
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| Reading List | | Recommended Text | - Nancy R. Lee,Philip Kotler 2019, Social Marketing : Behaviour Change for Social Good, 6th Edition Ed., SAGE Publications, Incorporated Singapore [ISBN: 9781544351490]
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | - Book Brennan, Linda; Binney, Wayne; Parker, Lukas; Aleti, Torgeir; Nguyen, 2013, Social Marketing and Behaviour Change:
Models, Theory and Applications.
, Sage Publication
- Book R. Craig Lefebvre, 2013, Social Marketing and Social Change:
Strategies and Tools for Improving
Health, Well-Being, and the Environment.
, Wiley Publication,
- Education Journal Oswald Mascarenhas, S.J., Ram Kesavan, and Michael Bernacchi 2012, The Ethics of Global Marketing: An
Evolutionary Approach”
, Asian Forum on Business Education Journal
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