CLC9012 To Care About Our Society - Social Marketing First Term,

Transcription

1 Lingnan University Department of Marketing and International Business CLC9012 To Care About Our Society - Social Marketing First Term, Course Instructor: Prof. Ada H.K. Wong adawong@ln.edu.hk Phone: Office: SEK101 / 8 Consultation hours (by appointment): Wed: 11:00 12:30; 15:00 15:30 Fri: 11:00 12:00; 14:30 15:30 Pre-requisite: Nil Course Description & Objectives Social marketing is a discipline that focuses on using commercial marketing concepts and techniques to influence behavior for delivering positive impacts for the society. This discipline has been making profound contributions to social issues in the areas of public health, injury prevention, community involvement, and more recently, financial well-being. It is of particular relevance to Hong Kong or any other societies that is experiencing social challenges in the quest for sustainable growth. Students will be exposed to different social issues. Through a mix of lectures, class discussions, case discussions and group projects, students will learn the social marketing concepts, tools and strategies to address different social issues. This course is offered in the spirit of taking responsibility for ourselves as well as caring for those around us. It therefore targets at students who are concerned about social issues and passionate about bringing positive influence to the society. Learning Outcomes After taking this course, students should be able to: 1. Explain the role of social marketing and give examples of how the basic marketing knowledge can influence positive public behavior; 2. Use a logical and systematic approach to analyze the social issues and the environment; 3. Apply the social marketing theories and techniques to develop, implement and evaluate a social marketing campaign; 4. Work effectively as a team to convey project findings and recommendations as well-reasoned and fully substantiated managerial judgments with confidence and conviction. 1

2 Measurement of Learning Outcomes 1. Final exam measures students knowledge of social marketing. 2. Class discussions and individual report measures students ability to apply appropriate concepts and theories to analyze social issues, and the ability to criticize different social marketing campaigns. 3. Group social marketing projects measure students analyzing skills by requiring them to apply social marketing concepts to analyze real-world social issues in Hong Kong. Students are also required to develop a comprehensive social marketing plan for improving the identified social issues. This project therefore also measures students critical thinking ability, creativity, written communication skills, and their abilities to work with others. 4. Team presentation measures student s oral presentation and communication skills, and their ability in handling questions from audiences. Indicative Contents Part I. Part II. Understanding Social Marketing: concepts of social marketing, differences between commercial marketing, nonprofit marketing, public sector marketing, cause promotions and social marketing, and 10 steps in the strategic marketing planning process. Analyzing the Social Marketing Environment: determining research needs and options for social issues, and conducting situation analysis Part III. Selecting Target Audiences, Objectives, and Goals for Social Products: selecting target markets, setting goals and objectives. Part IV. Developing Social Marketing Strategies: product--creating a social product platform, price--determining monetary and nonmonetary incentives, place--making access convenient and pleasant, promotion--deciding on social marketing messages, creative strategies, and specific communication channels (e.g., PR and advertising) for making the communication for social marketing campaign. Teaching Method/Class Activities This course consists of presentation of text materials, discussion of current social issues, and application of the concepts and theories to real world situations through a social marketing group project. Particular emphasis will be placed on the design of a social marketing program to promote positive social behaviors (designed by students). Students are expected to apply social marketing concepts and strategies to design a social marketing program for an organization (or assumed to be serving for an organization). In Term 1, students in CLC 9012 will have an option to choose between participating in a Service-Learning (S-L) group project by enrolling in LEC 1, or, working on a non-s-l group project by enrolling in LEC 2. Students in LEC 1 will be working on a S-L project with the Social Welfare Department of Hong Kong (SWD). This S-L project emphasizes on practical application and experiential learning. The social marketing group project requires students to develop a strategic marketing plan for 2

3 influencing different positive social behaviors in the society. Through the group project, students are given opportunities to analyze different social issues in the real world, and to apply the social marketing theories and concepts to address such social problems. As such, students will demonstrate the spirit of social responsibility through bringing positive influences to the community. Lecture notes and assessment rubrics can be downloaded from the course website: Assessment Guidelines Class participation 10% Individual report (LEC 2 only) 10% Group project 40% - Progress Presentation (10%) - Final Presentation (15%) - Written Group Report (15%) Agency Assessment (LEC 1 only) 5% Self-reflective pro-forma (LEC 1 only) 5% Final Examination 40% TOTAL 100% *Students shall be aware of the University regulations about dishonest practice in course work and the possible consequences as stipulated in the Regulations Governing University Examinations. Academic dishonesty and plagiarism will automatically result in a failing grade. Class Participation (10%): It is important for you to learn from each other in class by sharing your viewpoints and experiences. Please be active in class & case discussion. Credit will only be given to those who have made relevant points in class & case discussion. Students will lose participation marks for low attendance, consistent lateness, and disturbing behaviors. Individual Report for LEC 2 only (10%): Pretending that you are going to publish a newspaper article to raise public awareness of the social problem that your team is working on, design a words news report to explain the social problem in question, and briefly suggest areas for improvements. You will need to investigate the social problem by making observations in the society, conducting interviews, and/or analyzing secondary information. To make the report more attractive, you should include some photos or figures in it to illustrate the situation of the social problem, or those that show the good practices that could be implemented. The report hardcopy should be submitted in class on 7 (Wednesday), and will be graded based on (i) completeness, (ii) clarity, and (iii) attractiveness of the report. 3

4 Social Marketing Group Project (40%): 1. You will work in groups to develop a social marketing campaign for the Social Welfare Department of Hong Kong (SWD). The campaign aims at improving the social issue(s) that the SWD is concerned. 2. You are required (1) to identify the social issue(s) that the agency is targeting to improve, (2) to apply the social marketing concepts to analyze the environment, and (3) to develop innovative social marketing strategies that would improve the social issue(s) concerned. Furthermore, for students in LEC 1, you are also required to execute your project plans in a real-world setting (please refer to the S-L info sheet for details of service learning activities). 3. Each group has to prepare a 15 minutes PROGRESS presentation (10%), briefly describing your project ideas / execution plan (esp. for LEC 1). Please submit THREE (for LEC 1) or ONE (for LEC 2) hard copies of your group s PowerPoint slides at the beginning of the lesson. There will be penalties for any groups who fail to do so. 4. Each group has to deliver a 20 minutes FINAL project presentation (15%). Please submit THREE (for LEC 1) or ONE (for LEC 2) hard copies of your group s PowerPoint slides at the beginning of the lesson. There will be penalties for any groups who fail to do so. 5. The written group report (15%) is due on 2nd December, The report hardcopy should be submitted to the Marketing & International Business Department Office (SEK 101/1) by 17:00. The report must be single-spaced in 12-point font, with 2.5cm margins on four sides, within 4000 words and 15 pages (excluding cover page, content page, references, and appendices). Unable to follow this format requirement will result in a discount (5 marks/ mistake) on the project score. Marking rubrics is attached in Appendix 2. No late submission will be accepted. Agency Assessment - for LEC 1 only (5%): The agency (i.e., the Social Welfare Department) will assess the performance of each group based on your overall S-L project performance. Higher marks will be given to groups that take active ownership of their projects, show good progress throughout the whole term, communicate well with the SWD, and execute their project plans satisfactorily. Self-Reflective Pro-forma for LEC 1 only (5%): 1. To help you reflect on how well you have performed in the group project as an effective team member, a structured 2-page pro-forma is prepared for you to assess how you have been attempting to practice 10 aspects of service leadership during this course, especially through your involvement in the service-learning project. 2. This pro-forma is due on 30th ober, 2015 (Friday), and will be graded based on (i) completeness, (ii) clarity, and (iii) depth of your reflections. 4

5 Peer Evaluation To evaluate individual contribution to each group assignment, a peer evaluation will be conducted at the end of the term. Each team member is required to fill in a team evaluation form (see Appendix 1) to assess group members performance for the group project. Any student who fails to obtain a passing grade from half of the group members will receive a failing grade in the group assignment. This form should be submitted together with the final group project. Questions I will be pleased to answer any specific questions you may have about this course. By , please make an appointment to speak with me during my consultation hours, providing an indication of when you would like to have the meeting and a summary of the questions you would like to ask. Required/Essential Reading: Lee, Nancy R. and Kotler, Philip (2015). Social Marketing: Changing Behavior for Good. 5 th Edition, SAGE. Recommended/Supplementary Readings: Andreasen A (1997). Challenges for the science and practice of social marketing, Chapter one in: Goldberg ME, Fishbein M and Middlestadt SE (eds), Social Marketing: Theoretical and Practical Perspectives. Mahwah, NJ: Lawrence Erlbaum Associates. Bloom PN and elli WD (1981). Problems and Challenges in Social Marketing. Journal of Marketing, 45: Hastings GB, Haywood AJ (1994). Social marketing: A critical response. Health Promotion International, 9(1): Hastings, GB (2007). Social Marketing - Why Should the Devil Have All the Best Tunes? Butterworth-Heinemann. Kotler P, Zaltman G (1971). Social marketing: an approach to planned social change. Journal of Marketing, 35: Laczniak GR, Lusch RF, Murphy PE (1979). Social marketing: Its ethical dimensions. Journal of Marketing, 43(Spring): Weinreich NK (June 1999). Hands-On Social Marketing: A Step-by-Step Guide. SAGE. 5

6 Week 2,4 9,11 16,18 23,25 30, 2 7,9 14,16 21,23 28,30 4,6 11,13 18,20 25,27 Dec 2 CLC 9012 Class & Service-Learning Activities Schedule LEC 1 with Service-Learning Wednesday Class 15:30 17:00; SEK 108 Course Introduction - Introduction of the Service Learning Group Project - Teams formed and program selected Ch.5 Segmenting, Evaluating, and Selecting Target Audiences Ch.6 Setting Behavior Objectives and Goals Ch.7 Identifying Barriers, Benefits, the Competition, and Influential Others (with part of Ch.8 in 5 th Ed.) Site-visit (Exact date and time is to be announced) Ch.13 Promotion: Deciding on Messages, Messengers, and Creative Strategies Ch.14 Promotion: Selecting Communication Channels 1 st in-class consultation: Progress Presentation (Group 1,2) Friday Class 09:30 11:00; SEK 108 Ch.1 - Defining Social Marketing Ch.2-10 steps in the Strategic Marketing Planning Process Ch.4 Choosing a Social Issue, Purpose and Focus for Your Plan and Conducting a Situation Analysis Orientation by the Social Welfare Department (SWD) Ch.9 Crafting a Desired Positioning Ch.10 Product: Creating a Product Platform Ch.11 Price: Determining Monetary and Nonmonetary Incentives and Disincentives Ch.12 Place: Making Access Convenient and Pleasant Ch. 14 and Project Discussion 1 st in-class consultation: Progress Presentation (Group 3,4,5) S-L Activities ( - Dec Practicum with at least 25 service hours) 9 (Wed): First Class Introduction on Service-Learning Project 1-13 (Sun) 23:59: Complete ONLINE Enrollment Form cum Pre-test Questionnaire 3I45CdNEoU772VT : Online Registration 14 (Mon): Service Learning Training 17:00-20:00 (An essay is required for those who do not attend the training) 18 (Fri): SWD Orientation Late / Early (TBC): SWD Site Visit 14,16 : S-L project progress presentation No class: Chung Yeung Festival In-Class Project Preparation 24 (Sat): S-L Event Day in Tuen Mun Town Hall No class: Compensation for the 2nd in-class consultation: 28 : Reflection S-L project, submit project induction program Discussion on the S-L project individual reflective pro-forma experience SUBMIT Self-reflective pro-forma In-class consultation for final group project (Group 1,2) (Group 1) (Group 4 & 5) No class: Compensation for S-L Event Day Preparation for final exam SUBMIT: (i) Group Project Report (ii) Peer Evaluation Forms In-class consultation for final group project (Group 3,4,5) (Group 2 & 3) Class discussion: Preparation for the final group report No class: Compensation for S-L Event Day 2 Dec (Wed): Documents Submission: (1) Post-test Questionnaire (2) Group Report, Final Presentation PowerPoint & Project Photos (3) Activity & Attendance Record; Reimbursement &Allowance Claim Form 6

7 Week CLC 9012 Class Schedule LEC 2 (No Service-Learning) Wednesday Class 13:30 15:00; SEK 107 Friday Class 13:00 14:30; SEK 205 2,4 9,11 Course Introduction Ch.2-10 steps in the Strategic Marketing Planning Process - Teams formed and project topic selected Ch.1 - Defining Social Marketing Ch.4 Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis 16,18 14 (Mon): Project induction program (18:30-20:00) Ch.5 Segmenting, Evaluating, and Selecting Ch.6 Setting Behavior Objectives and Goals Target Audiences 23,25 30, 2 7,9 14,16 Ch.7 Identifying Barriers, Benefits, the Competition, and Influential Others (with part of Ch.8 in 5 th Ed.) Independent field interviews (Self-arranged) Ch.12 Place: Making Access Convenient and Pleasant SUBMIT: Individual essay Ch.14 Promotion: Selecting Communication Channels Ch.9 Crafting a Desired Positioning Ch.10 Product: Creating a Product Platform Ch.11 Price: Determining Monetary and Nonmonetary Incentives and Disincentives Ch.13 Promotion: Deciding on Messages, Messengers, and Creative Strategies Project Discussion 21,23 28,30 No class: Chung Yeung Festival Project Discussion Progress Presentation (Group 1,2) Progress Presentation (Group 3,4,5) 4,6 11,13 18,20 In-class final group project discussion (Group 1,2) (Group 1) (Group 4 & 5) In-class final group project discussion (Group 3,4,5) (Group 2 & 3) Class discussion: Preparation for the final group report 25,27 Dec 2 No class: Preparation for final group report No class: Compensation for project induction program Preparation for final exam SUBMIT: (i) Group Project Report (ii) Peer Evaluation Forms 7

8 Appendix 1 CLC 9012 Social Marketing Peer Evaluation Form Student s Name: Instructor: Class and project group: Assume that you have $100 to divide among the members of your team (including yourself) based on each member s overall contribution to the case study and the group project. The team member whose contribution was the greatest should receive the largest share of the $100. The member whose overall contribution was smallest would receive the smallest amount. In the space below, please write the names of your team members -including yourself- and the dollars you feel they deserve: Name Project Presentation Written Report Overall, would you pass or fail this member s contributions to the group project? (Please circle your decision)* TOTAL $100 $ * Any student who fails to obtain a pass from half of your group members will receive a failing grade in the group assignment. Now, please use the following space to write a few sentences explaining why you fail the team member(s) (if any): 8

9 Appendix 2 Assessment Rubric for Social Marketing Group Report Assessment Criteria for the Social Marketing Group Report Traits Step 1. Describe the Background, Purpose and Focus of your plan Weight Mastery (8-10) 10% Providing very clear description Satisfactory (5-7) Providing limited description Emerging (0-4) Fail to provide any description Step 2. Conduct a Situation Analysis 10% Conducting a correct and detailed SWOT analysis Conducting a SWOT analysis with limited information Fail to conduct a SWOT analysis or conducting one with many mistakes Step 3. Select Target Audiences 5% Clearly describe the primary and additional (if any) target audience characteristics Identifies the target audience with limited information of their characteristics Fails to identify the characteristics of the target audience Step 4. Set Objectives and Target Goals 10% Formulates clear behavior, knowledge (optional) and belief (optional) objectives, and set SMART goal(s) Formulates behavior, knowledge (optional) and belief (optional) objectives, and set SMART goal(s) with minor mistakes Fail to set any objectives and goals, or setting those with big mistakes Step 5. Identify Target Audience Barriers, Benefits, the Competition, and Influential Others 10% Clearly identify target audience barriers, benefits, the competition, and influential others Identify a limited number of target audience barriers, benefits, the competition, and influential others Fails to identify any target audience barriers, benefits, the competition, and influential others Step 6. Develop a Positioning Statement 5% Writing a valid positioning statement Writing a positioning statement with minor mistakes Fails to write a valid positioning statement Step 7a. Develop Product Strategy: Design the product platform 10% Formulates innovative product strategy that clearly describe the core, actual and augmented (optional) products of the plan Describe the core, actual and augmented (optional) products of the plan with minor mistakes Fails to develop a product strategy that describe the core, actual products of the plan 9

10 Step 7b. Develop the Price Strategy: Design the monetary and nonmonetary incentives & disincentives 10% Formulates innovative and effective pricing strategy that make use of the monetary and /or nonmonetary incentives and disincentives Formulates effective pricing strategy that make use of the monetary and /or nonmonetary incentives and disincentives Fails to identify any significant monetary and (or) nonmonetary incentives and disincentives Step 7c. Develop the Place Strategy 10% Creates an innovative way to distribute the service/products that will encourage and support the target audience to perform the desired behavior Describe the distribution channels for the service/products with limited creativity Fails to describe where and when will the target audience receive the services/products Step 7d. Develop the Promotion Strategy: Design the messages, messengers, creative strategies, and communication channels. 10% Clearly describe the messages and messengers, develops creative promotional materials and clearly explain which communicational channels will be used Describes the messages and messengers, develops promotional materials and describes the communicational channels to be used Fails to describe the messages and messengers clearly, fails to develop attractive promotional materials and fails to describe which communicational channels will be used Makes appropriate use of available data sources and provides clear referencing (e.g., JIBS Style Guide) 5% Utilizes a wide range of available data sources, makes appropriate mention of available data and provides clear referencing Utilizes limited data sources or makes inappropriate mention of sources or provides limited referencing Fails to make use of available data sources or fails to provide adequate referencing within the report Delivers a professional business report 5% Delivers a logically structured business report, clearly presented, with few grammatical errors Delivers a satisfactory report, but with some confusion in structure or writing style Delivers a poorly written and structured report that makes it difficult to follow and comprehend TOTAL / 100% 10