Social Marketing. MGT 3250Y Fall 2013 Fridays 6:00 8:50 p.m. Room: S4037.

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1 Social Marketing MGT 3250Y Fall 2013 Fridays 6:00 8:50 p.m. Room: S4037 Instructor: Greg Marsh Office Hours: Fridays 5:00-5:50pm or by appointment Text: Social Marketing: Influencing Behaviors for Good (4 th Edition) (2011) by Philip Kotler and Nancy R. Lee!SBN: (Order through bookstore.uleth.ca) Prerequisites: Management 2020 Equivalent: Management 3850 (prior to 2007/2008) Course description: Students will be presented with core concepts that are key to Social Marketing. Among the topics covered will be: Understanding Social Marketing and how it differs from Traditional Marketing, The Application of the Marketing Mix to Social Marketing, Keys to Changing Behavior and Positioning the Social Marketing Message. Objectives: Each student, upon completion of this course, should be able to: Understand the definition and aims of Social Marketing Understand the how the 4 Ps Apply to social Marketing Identify an Effective Social Marketing Campaign Understand why differing Social Marketing messages exist for the same issue Understand the barriers that exist to achieving the Social Marketing Goal

2 Class Materials: PowerPoint slide presentations (with blanks in place of key words and concepts) will be ed to all class members the evening before class. Presentation slides with the words filled-in will be shown in class but will not be available to students in either a printed or electronic format. Should a student miss a class or misplace their handouts, only the slides with the blanks will be made available. Method of Evaluation: Midterm Exam # 1 Oct % Midterm Exam # 2 Nov % Final Exam Dec % Class Project Nov % Professionalism (point loss only) < 5% > Total 100 % Testable Material: Exams will be based largely on the material covered in the lectures. However, testable material also includes material in the text, PowerPoint presentations, guest speaker presentations and information stated verbally or as part of a class discussion. Exams will test a student s grasp of factual material, an understanding of the guidelines and concepts and an ability to apply concepts taught. Calculating Final Grades It can not be expected that a student s grade will be rounded up. This will or will not be done at the discretion of the instructor. Grading Scale: The Faculty of Management uses the following grade guidelines. Please note that these are only guidelines. A % A % A % B % B % B % C % C % C % D % D % F Less than 50 % Examinations and Assignment MGT 3250Y Fall

3 Exams: Exams will consist of short answer, essay and / or case questions. The final exam will require cumulative knowledge of key concepts. Midterm exams are non-cumulative i. e. each will test the student on material covered over the designated classes. Students who fail to write exams must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. For missed exams, a grade of F (0 marks) will be given. The quiz will test students on information provided by the instructor as part of the Blended Learning component. All provided material for the Blended Learning week is eligible for testing. Class Project: This will be a group project studying and analyzing the a specific Cause / Social Issue. Student groups will also suggest ways to further the likelihood of the desired exchange occurring within an unserved or underserved Target Market / Population. Professionalism: Students are expected to act in a professional manner. Therefore points will not be awarded for professional behavior. Points however can be lost for unprofessional behavior. The following is a list of behaviors that are deemed to be unprofessional: Poor Attendance: Missing more than three hours of lecture (one class) Coming to class late (ten minutes into the class) more than once Leaving class early without acceptable excuse (pre-approved) Poor Attention in Class: Text messaging Having your cell phone ring in class (one excuse acceptable) Speaking on your cell phone in class or leaving class to speak or text Reading non-course-related material in class Excessive chatting with the person next to you Course Policies: MGT 3250Y Fall

4 1. Prerequisites. It is the responsibility of students to check the prerequisites for courses before registration. If students are found to be registered in a course for which they do not have the prerequisites, and they have not received prior permission from the appropriate program chair, they can be de-registered. If this occurs after the drop/add date, tuition will not be refunded. 2. Examinations. Alternative arrangements for writing a missed exam may be made at the discretion of the instructor. Deferrals may only be granted in extenuating circumstances such as extreme illness or other serious circumstances beyond the student s control. Work commitments, holidays or traffic are not considered legitimate reasons for missing an exam. Students who fail to write final exams must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. For missed exams, a grade of F (0 marks) will be given. Deferred final exams can only be written at times set by the school and instructor. Please note that if a final exam deferral is granted, the date will be set by the instructor and department. Students who fail to write final exams must provide satisfactory evidence of illness or extenuating circumstances AND must have the approval of the Dean for a makeup exam. For missed exams, a grade of F (0 marks) will be given. 3. Exam policies: For security reasons, students may not leave the examination site during the first thirty (30) minutes nor enter after the first thirty (30) minutes. Data or internetenabled phones (i.e. Blackberry, I-Phone etc.), laptops or other electronic devices may not be used during examinations without prior approval of the instructor. Students, who are found to have an electronic device on their person or desk during an examination, could be in breach of the electronic devices policy, which could result in a 0 grade on the exam. Please see additional examination policies in the 2013/2014 University Calendar, page Academic Dishonesty. In cases of academic misconduct, you will receive an F on the assignment and/or you will receive an F in the course. Students can find further information in the Calendar. Ethical Conduct: The University s policies are described in the calendar and all students are expected to read and comply with them. Special care should be taken to understand and avoid the Academic Offenses of Plagiarism and Cheating listed in the Student Discipline Policy. Students will respect the basic standards of intellectual integrity, including, but not limited to, refraining from plagiarism, cheating or copying someone else s work. In addition, students are expected to take an active role in encouraging other members of the academic community to refrain from academic dishonesty, and are asked to advise the instructor if they are aware of any such violations. This provision applies to any work submitted as a group project. MGT 3250Y Fall

5 Plagiarism: to steal and pass off the ideas and words of another as one s own (Webster s). Plagiarism will not be tolerated and will automatically result in a zero grade for the submission. Any student caught plagiarizing may also be subject to additional University sanctions. For the current university policy on Cheating and Plagiarism, please consult University of Lethbridge calendar. The University of Lethbridge subscribes to a plagiarism detection service. Students may be required to submit their written work in electronic form for plagiarism checking. MGT 3250Y Fall

6 Class Schedule September 6 th September 13 th Review of Syllabus Class Introduction and Overview Overview of Class Project Introduction to / Defining of Social Marketing Chapter 1 September 20 th Steps in the Social Marketing Planning Process The Keys / Tips to Success Chapter 2 Chapter 3 September 27 th Research Needs and Options Purpose, Focus and The Internal and External Environments Review: Midterm Exam # 1 October 4 th Work on Group Project There will not be an in-class meeting this week October 11 th Midterm Exam # 1 Chapters 1-5 Chapter 4 Chapter 5 October 18 th Segmenting and Social Marketing Target Markets Chapter 6 October 25 th November 1 st Setting Objectives and Goals Barriers, Benefits, Target Markets and Competition Positioning the Social Marketing Message The Product in Social Marketing Chapter 7 Chapter 8 Chapter 9 Chapter 10 November 8 th The Price in Social Marketing Review: Midterm Exam # 2 November 15 th Midterm Exam # 2 Chapters 6-10 Chapter 11 November 22 nd November 29 th December 6 th Place Making Access Convenient and Pleasant Promotion Selecting the Message and Messengers Class Project Due 6:05 p.m. Promotion Selecting the Communication Channel Monitoring and Evaluating the Social Marketing Campaign Review: Final Exam No Class Chapter 12 Chapter 13 Chapter 14 Chapter 15 December 13 th Final Exam (Cumulative with Emphasis on Chapters 11-15) MGT 3250Y Fall