COURSE OUTLINE

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Academic Organisation: Department of Marketing
Faculty: Griffith Business School
Credit point value: 10
Student Contribution Band: Band 3A
Course level: Undergraduate
Campus/Location/Learning Mode: Nathan / On Campus / In Person
Convenor/s: Dr Marie-Louise Fry (Nathan)
Enrolment Restrictions: Nil
This document was last updated: 3 February 2010
BRIEF COURSE DESCRIPTION
This course provides a theoretical and applied perspective on the application of marketing concepts and
techniques to social causes and campaigns. The traditional theoretical framework of marketing is
broadened to address social issues and achieve positive outcomes in such areas as health behaviours,
environmental degradation and sustainable lifestyles.

Incompatible: FF13M80 Social Marketing

Advised Prerequisite: 2004MKT/MMG Consumer Behaviour OR FF12M30 Consumer Behaviour OR
BB12K02 Consumer Behaviour OR an equivalent course

Prior Assumed: 1003MKT Introduction to Marketing OR FF11M00 Introduction to Marketing

This course is normally offered at:
Nathan Semester 1 and Gold Coast Semester 2



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SECTION A TEACHING, LEARNING AND ASSESSMENT
COURSE AIMS
This course aims to develop students knowledge and skills in the application of traditional marketing
concepts to social issues and related behaviours. The course enables students to consider the nature of
social marketing as well as the theoretical foundations that underpin the social marketing discipline. In
particular, the course provides an opportunity to understand theory and its application via communication
and behavioural change strategies to achieve positive social change.
LEARNING OUTCOMES
On completion of this course the student should have:
1. An understanding of the unique marketing challenges faced by governments, non-profit
organisations and concerned citizens in influencing socially important behaviours.
2. An understanding of social marketing and its role in behaviour change.
3. An understanding of the theoretical foundations of current social marketing campaigns.
4. An understanding of the ethical considerations in social marketing.
5. The ability to develop and apply the social marketing planning and evaluation process to a range
of practical situations.
6. The opportunity to gain an understanding of how marketing techniques can be utilised to bring
about a change or adoption of positive social behaviour for the benefit of the target audience as
well as the wider society.

On achieving these learning outcomes students of this course will have further developed their ability to
engage in effective communication, utilised problem-solving skills, make critical evaluations and employ
creative and innovative approaches within a social marketing framework. As such, the student will have
progressed further in their journey toward becoming a Griffith Graduate.
CONTENT, ORGANISATION AND TEACHING STRATEGIES
Students may access information from Learning@Griffith relating to the course that supplements the
formal lectures and tutorials. To integrate theory and practice successfully, it is recommended that
students attend lectures and tutorials. Attendance is highly recommended in order to achieve the learning
outcomes of this course. Lectures will provide students with the necessary information to (1) understand
the social marketing domain in terms of theory and application and (2) to critically analyse important and/or
topical issues within society. The assigned activities in the tutorials will allow students to practise effective
communication, develop problem solving skills and be creative and innovative in their approach and
understanding of the application of social marketing.

CAMPUS-SPECIFIC ARRANGEMENTS: This course is taught only at Nathan Campus in Semester 1,
2010. You are required to enrol and participate at Nathan Campus only. All concerns will be dealt with on
a local campus basis.





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CONTENT SUMMARY
The contents of this course include:
Social marketing as an approach to social change.
The philosophical orientation of social marketing.
The integration of marketing theory and social marketing practice within the course.
The implementation of social marketing campaigns.
The relevance of social marketing to society.
Central principles of social marketing as a new social paradigm.
Topic Lecture Content Tutorial Content Readings
Week 1 Social Marketing
introduction
Course overview
No tutorial Hastings (2007) Chapter 1
Kotler & Lee (2008) Chapter 1

Week 2 Making use of theory Group formation
and social issue
discussion
Hastings (2007) Chapter 2
Kotler & Lee (2008) Chapter 8
Journal Article: Baggozi, R. (1975).
Marketing as exchange.
Week 3 Strategic social
marketing planning
process

Research and the art of
navigation
Project
discussion/activity

Hastings (2007) Chapters 3 & 9
Kotler & Lee (2008) Chapters 2, 4 & 5

Week 4 Target audience
analysis
upstream/downstream
Goals & objectives
Project
discussion/activity
* SUBMIT:
Applied Social
Marketing Project
SWOT analysis:
Deadline Tutorial
Hastings (2007) Chapters 4 & 6; Case
study 18
Kotler & Lee (2008) Chapters 6 & 7

Week 5 Positioning
Competition in a social
marketing context
Activity - target
audience
Hastings (2007) Chapter 8, Case Study
17
Kotler & Lee (2008) Chapters 8 & 9
MID-SEMESTER BREAK
Week 6 Creating the
PRODUCT offering

Activity
positioning/
competition
Hastings (2007) pp: 49-51; 72-73; 214-
215; Case study 15
Kotler & Lee (2008) Chapter 10
Week 7 Understanding PRICE
within a social
marketing framework
Activity - product Hastings (2007) pp 73-5
Kotler & Lee (2008) Chapter 11
Week 8 Public Holiday Anzac Day
Week 9
(Tuesday
4 May)
Developing the PLACE
strategy
Activity price Hastings (2007) pp:75-76; Case study 9
Kotler & Lee (2008) Chapter 12
Week 10 Promotion Activity place Hastings (2007) pp:75-76; Case study 9
Kotler & Lee (2008) Chapters 13 & 14

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Topic Lecture Content Tutorial Content Readings
Week 11 Relational thinking

Monitoring &
evaluation

Activity promotion

*SUBMIT:
Applied Social
Marketing Project:
Deadline Friday, 12
noon
Hastings (2007) Chapter 7, Case study
17
Kotler & Lee (2008) Chapter 15
Week 12 Ethical issues in social
marketing
Discussion activity Hastings (2007) Chapter 10
Brenkert, G. (2003) Ethical challenges
for social marketing.
Week 13 Course overview and
exam revision
No tutorial


ASSESSMENT
Item Assessment Task Length Weighting Total
Marks
Relevant
Learning
Outcomes
Due Day and
Time
1. Amber Risk
Assessment
Strategy*
Applied Social
Marketing Project
SWOT Analysis



1-2
pages



0%



0 marks



1, 5 and 6



Week 4 Tutorial
submission
2. Applied Social
Marketing Project
Approx.
2500
words
40% 100
marks
1, 5 and 6 Week 11 - Friday,
May 21, Deadline
12 noon.
3. Final Exam 2 hrs 60% 35 marks 1, 2, 3 and 4 Examination
period
*The Amber Risk Assessment Strategy identifies students who do not submit the assessment item or who
perform poorly. These students will be contacted by the Griffith Business School and referred to relevant
support services.
Assessment Details

Assessment Item 1: Applied Social Marketing Project SWOT Analysis Group 0%
You are required to submit a 1-2 page document identifying the broad social issue you will be addressing
for your major project, the purpose of the social marketing campaign, options for the campaign focus and a
SWOT analysis of internal and external factors that influence your target audience and your social
marketing efforts.

Assessment Item 2: Applied Social Marketing Project Group 40%
This assignment requires you to select a social issue/problem of interest to the group, and undertake an
applied social marketing plan. The aim is to develop the ability to research, critically analyse, strategise
and implement such strategies within the social marketing field. The applied social marketing project will
provide the opportunity to bring these various elements together by planning and developing a social
marketing plan, thereby further developing practical information skills, critical analysis and strategic
thinking.

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Your final plan should include an executive summary; situation analysis (which includes background
information on social issue/problem, focus and purpose of campaign etc); verification of target audiences;
clearly identified objectives; development of sound marketing strategies as well as a plan to monitor and
evaluate your campaign. Keep in mind that the primary goal of social marketing is to change behaviour.
Your report should be supported by research of secondary sources relating to population and social
trends, incidence statistics, previous campaigns as well as relevant, current academic literature (ie.
academic journal articles) (approx 20 academic literature references). Please note: referenced books and
newspaper/magazine articles are in addition to the 20 specified academic literature references. You should
give attention to the use of appropriate report style and format using APA referencing style. The word limit
(plus or minus 10%) should be followed. Any appendices should be clearly numbered and referred to in
the body of the report. Please use 1.5 of double line spacing and make sure you consult your marking
criteria when preparing your report.
This piece of assessment addressed Learning Outcomes 1, 5 and 6. Graduate skills enhanced through
this piece of assessment effective written communication, critical evaluation, problem solving and creativity
and innovation.
A detailed guide will be provided on Learning@Griffith for students to access outlining the format of the
Social Marketing Plan.

Marketing Criteria: Individual Social Marketing Project Marks
Executive Summary 5 marks
Situational Analysis 15 marks
Identification of project objectives 10 marks
Identification and analysis of target audience 12.5 marks
Competitor analysis 12.5 marks
Development of social marketing strategies (eg., 4ps) 20 marks
Evaluation, monitoring and recommendations 5 marks
Use of relevant theories 15 marks
Overall quality of report (APA Referencing; 1.5 spacing; structure, grammar,
spelling, readability)
5 marks
Total Marks 100 marks

Assessment Item 3: Final Exam Individual 60%
The end of semester examination will test course content covered during the semester in the lecture notes
and text. The final exam contributes to Learning Outcomes 1, 2, 3, and 4. Graduate skills enhanced
through this piece of assessment are effective written communication and problem solving. Further
information about the structure of the exam will be made available during the Week 13 Course Overview
lecture.
As assessment items are designed to achieve the learning outcomes and enhance graduate skills,
non-submission of a piece of assessment will result in a failure to demonstrate a mastery of these
learning outcomes and the student will, therefore, incur a fail grade for the course.

GRADUATE SKILLS
The Griffith Graduate Statement states the characteristics that the University seeks to engender in its
graduates through its degree programs.
Convenors are encouraged to make reference to graduate skills development within the subsections
Learning Outcomes, Content, Organisation and Teaching Strategies and Assessment.
In this section, convenors are required to summarise how this course contributes to the development of all
or some of these graduate skills by checking the appropriate boxes in the following table.

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Graduate Skills


T
a
u
g
h
t


P
r
a
c
t
i
s
e
d


A
s
s
e
s
s
e
d

Effective communication (written)
Effective communication (oral)
Effective communication (interpersonal)
Information literacy
Problem solving
Critical evaluation
Work autonomously
Work in teams
Creativity and innovation
Ethical behaviour in social / professional / work environments
Responsible, effective citizenship
TEACHING TEAM

Convenor Details Nathan
Campus Convenor Dr. Marie-Louise Fry
Email TBA
Phone TBA
Fax
Office Location TBA

Additional teaching team member
TBA
COURSE COMMUNICATIONS
This course will have a web page available through Learning@Griffith. All course material will be available
at Learning@Griffith.

TEXTS AND SUPPORTING MATERIALS
Prescribed Text:
Hastings, G. (2007). Social marketing: Why should the devil have all the best tunes? Butterworth-
Heinemann.
Recommended Text:

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Kotler, P. & Lee, N. R. (2008). Social marketing: Influencing Behaviors for Good (3
rd
ed.). Thousand Oaks:
Sage Publications Inc.



SECTION B ADDITIONAL COURSE INFORMATION
Students should refer to the Learning@Griffith website for further information about this course.

ADMINISTRATION

1.0 Rules

Enrolment in this course is undertaken on the basis that prior assumed knowledge has been gained by the
attainment of a grade of "P" (pass) or above in the prerequisite course/s (if applicable). Failure to adhere
to this recommendation may result in you having difficulty with the course and not being able to
successfully complete it. Any additional support or special assistance cannot be expected or requested if
you have not completed the recommended prerequisite course/s.

To be eligible to pass MBA courses, students are required to complete all forms of assessment and must
demonstrate a reasonable degree of competence in the required course objectives as examined in each
form of assessment.

Non submission of a piece of assessment will incur a fail grade for MBA courses.

Students are expected to spend time outside of supervised class periods developing skills and knowledge.

Full and detailed acknowledgment (e.g. notation, and/or bibliography) must be provided if contributions are
drawn from the literature in preparation of reports and assignments.


2.0 Submission and processing of assignments

SafeAssign is an online text-matching service available through the course Learning@Griffith site.
SafeAssign enables students to submit electronic versions of their assignments via the internet, and
generate a text-matching report. This service is designed to aid in educating students about plagiarism and
the importance of proper attribution of any borrowed content. It is recommended that all students utilise
this service prior to submitting assignments. A student user guide is available at the following site:-
https://intranet.secure.griffith.edu.au/__data/assets/pdf_file/0007/53746/submitting-safeassignment.pdf
All students are required to keep a copy of their assessment item until it is marked and returned to them.
Where this is not possible students should, at the very least, keep rough notes used in the preparation of
the assignment. Marked assignments should be kept until the final grade has been awarded. Should a
student wish to appeal against a grade awarded, all marked assignments must be presented to the
Secretary, GBS Assessment Board.

Assignments must be submitted with the appropriate Submission Form attached to the front.
Assignments submitted without the relevant submission form and with all the information written clearly on
it will not be accepted or marked.

Assignments received by fax will not be accepted.

In special circumstances, with the course convenors prior approval, a student may email an attached
assignment by the due date, with the written assignment be submitted within a few days (or as agreed with
the course convenor). This permission will normally be granted for exceptional circumstances where the
student cannot reasonably be expected to attend the class and hand in the assignment due to overseas,
trips, hospitalisation, or such events.


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3.0 Extension to assignment submission dates

3.1 Submission of assignments after due dates
The responsibility for submitting assessment items by the due date rests with the student. Any assignment
received after the appropriate due date will be considered "late".

3.2 Penalty for late submission of assignments
In accordance with University policy, where an extension has not been granted, an assessment item
submitted after the due date will be penalised as follows: the mark awarded to the item will be reduced by
10% of the maximum possible mark for each day that the assessment item is late. Each weekend (from
Friday to Sunday) will count as one day.

As due dates are carefully scheduled at the commencement of semester, late assignments will not
normally be accepted, except in cases of illness or other exceptional circumstances. In such cases, the
assignment must be accompanied by documentary proof of illness, and a written request for the
assignment to be accepted without penalty. If an extension has not been granted assignments will be
penalized in accordance with University policy.

3.3 Requests for extensions
Requests for extension must be submitted in writing, with appropriate documentation, in advance of the
specified submission date to the Course Convenor. Requests made after the assessment item is due will
not be considered.

Course Convenors can grant extensions for the submission of assessment items up to the date on which
the item is due to be returned to students. Further extensions and any extension beyond the end of Week
15 can only be granted by the MBA Director.

4.0 Return of assessment items
Return of assessment items will either be by the lecturer in class or for collection as directed.

Marked assignments will not be returned by post. The collection of assignments is the responsibility of
students. Assignments will be held for six (6) months and then destroyed.

Students may authorise other students to collect assignments on their behalf by providing the collecting
student with a signed note and their Student ID card.

5.0 Notification of Results
Results will not be posted on the Learning@Griffith website for this course.
Course evaluations
Evaluation of this course will be done on a continual basis throughout its delivery. This will include input
from both students and staff, which will be explained and undertaken during the course.

SafeAssign
SafeAssign is an online text-matching service available through the course Learning@Griffith site.
SafeAssign enables students to submit electronic versions of their assignments via the internet, and
generate a text-matching report. This service is designed to aid in educating students about plagiarism and
the importance of proper attribution of any borrowed content. It is recommended that all students utilise
this service prior to submitting assignments. A student user guide is available at the following site:-
https://intranet.secure.griffith.edu.au/__data/assets/pdf_file/0007/53746/submitting-safeassignment.pdf


SECTION C KEY UNIVERSITY INFORMATION
ACADEMIC MISCONDUCT
Students must conduct their studies at the University honestly, ethically and in accordance with accepted
standards of academic conduct. Any form of academic conduct that is contrary to these standards is
academic misconduct and is unacceptable.


8
Some students engage deliberately in academic misconduct, with intent to deceive. This conscious, pre-
mediated form of cheating is one of the worst forms of fraudulent academic behaviour, for which the
University has zero tolerance and for which penalties, including exclusion from the University, will be
applied.

However the University recognises many students commit academic misconduct without intent to deceive.
These students may be required to undertake additional educational activities to remediate their behaviour.
Specifically it is academic misconduct for a student to:
Cheat in examinations and tests by communicating, or attempting to communicate, with a fellow
individual who is neither an invigilator or member of staff; by copying, or attempting to copy from a
fellow candidate; attempting to introduce or consult during the examination, any unauthorised
printed or written material, or electronic calculating or information storage device; or mobile
phones or other communication device, or impersonates another.

Fabricate results by claiming to have carried out tests, experiments or observations that have not
taken place or by presenting results not supported by the evidence with the object of obtaining an
unfair advantage.

Misrepresent themselves by presenting an untrue statement or not disclosing where there is a
duty to disclose in order to create a false appearance or identity.

Plagiarise by representing the work of another as their own original work, without appropriate
acknowledgement of the author or the source. This category of cheating includes the following:
1. collusion, where a piece of work prepared by a group is represented as if it were the student's
own;
1. acquiring or commissioning a piece of work, which is not his/her own and representing it as if it
were, by
purchasing a paper from a commercial service, including internet sites, whether pre-written
or specially prepared for the student concerned
submitting a paper written by another person, either by a fellow student or a person who is
not a member of the University;
2. duplication of the same or almost identical work for more than one assessment item;
3. copying ideas, concepts, research data, images, sounds or text;
4. paraphrasing a paper from a source text, whether in manuscript, printed or electronic form, without
appropriate acknowledgement;
5. cutting or pasting statements from multiple sources or piecing together work of others and
representing them as original work;
6. submitting, as one own work, all or part of another student's work, even with the student's
knowledge or consent.

A student who willingly assists another student to plagiarise (for example by willingly giving them their
own work to copy from) is also breaching academic integrity, and may be subject to disciplinary action.

Visit the following web sites for further details:
Institutional Framework for Promoting Academic Integrity among Students
Academic integrity for students

PLAGIARISM DETECTION SOFTWARE
The University uses plagiarism detection software. Students should be aware that your Course Convenor
may use this software to check submitted assignments. If this is the case your Course Convenor will
provide more detailed information about how the detection software will be used for individual assessment
items.

HEALTH AND SAFETY
Griffith University is committed to providing a safe work and study environment, however all students, staff
and visitors have an obligation to ensure the safety of themselves and those whose safety may be affected
by their actions. Staff in control of learning activities will ensure as far as reasonably practical, that those
activities are safe and that all safety obligations are being met. Students are required to comply with all
safety instructions and are requested to report safety concerns to the University.

General health and safety information can be obtained from

9
http://www.griffith.edu.au/hrm/health_and_safety/

Information about Laboratory safety can be obtained from
http://www.griffith.edu.au/ots/secure/health/content_labsafety.html

KEY STUDENT-RELATED POLICIES
All University policy documents are accessible to students via the Universitys Policy Library website at:
www.griffith.edu.au/policylibrary. Links to key policy documents are included below for easy reference:
Academic Calendar
Academic Standing, Progression and Exclusion Policy
Assessment Policy
Examinations Timetabling Policy and Procedures
Guideline on Student E-Mail
Health and Safety Policy
Institutional Framework for Promoting Academic Integrity Among Students
Policy on Student Grievances and Appeals
Student Administration Policy
Student Charter

UNIVERSITY SUPPORT RESOURCES
The University provides many facilities and support services to assist students in their studies. Links to
information about University support resources available to students are included below for easy
reference:
Learning Centres - the University provides access to common use computing facilities for educational
purposes. For details visit https://intranet.secure.griffith.edu.au/computing/student-computing/finding-
available-computers
Learning@Griffith - there is a dedicated website for this course via the Learning@Griffith student portal.
Student Services facilitate student access to and success at their academic studies. Student Services
includes: Careers and Employment Service; Chaplaincy; Counselling Service; Health Service; Student
Equity Services (incorporating the Disabilities Service); and the Welfare Office.
Learning Services within the Division of Information Services provides learning support in three skill areas:
computing skills; library skills; and academic skills. The study skills resources on the website include self-
help tasks focusing on critical thinking, exam skills, note taking, preparing presentations, referencing,
writing, proof reading, and time management.