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Unit outline_

MKTG6025: Marketing for Social Change

Intensive February, 2024 [Block mode] - Camperdown/Darlington, Sydney

This unit highlights how marketing strategies can be leveraged to realise social change. Students learn how fundamental marketing concepts and frameworks (e.g. the Sustainable Development Goals), guided by ethical and sustainability principles, may be adapted to nurture social good. Students will also gain experience in analysing, applying, and promoting social causes in a range of contexts. Specifically it will focus on changing social attitudes, shifting political beliefs, encouraging sustainability values, and persuading people to donate to non-profit causes. These critical skills will assist students to initiate and sustain changes in individual and community behaviours, with the aim of leading authentic social change urgently required in economies of overconsumption and excess.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
None
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Teresa Davis, teresa.davis@sydney.edu.au
Lecturer(s) Angela Baxter, angela.baxter@sydney.edu.au
The census date for this unit availability is 25 January 2024
Type Description Weight Due Length
Presentation group assignment Group Presentation
Group Presentation
10% - 30 minutes
Outcomes assessed: LO2 LO3 LO4 LO5
Assignment group assignment Group Report
Group Report
30% - 4500 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Presentation Individual Presentation
Individual Presentation
10% - 30 minutes
Outcomes assessed: LO2 LO5 LO4 LO3
Assignment Mini Case Study 1
Individual Assignment
10% - 1250 words
Outcomes assessed: LO1 LO2
Assignment Mini Case Study 2
Individual Assignment
10% - 1250 words
Outcomes assessed: LO1 LO2
Short release assignment Final Assessment
short release, 5 questions: maximum 400 words per questions
30% - TBC
Outcomes assessed: LO1 LO2 LO4
group assignment = group assignment ?

Assessment summary

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

 

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Pre-semester FORMAL TOPIC: INTRODUCTION Unlearning some lessons from Traditional Marketing. (1) Groups formed for group project (presentation and report) . Review and discuss assessment group projects. Question for Discussion: Is CSR = MSC? Marketing for Social Purpose is really an Oxymoron.... Workshop (3 hr) LO1 LO2 LO5
FORMAL TOPIC What is a successful MSP Campaign? Examining successful examples and identifying some criteria that makes a successful campaign Question for Discussion Why does success in MSP look different form that for commercial campaigns? Workshop (3 hr) LO1 LO2 LO3
GUEST LECTURE UNICEF QANDA Question for Discussion Compassion fatigue: Why are people tired of empathizing? Workshop (3 hr) LO1 LO2 LO3
FORMAL TOPIC: Theoretical and conceptual models of MSP: Motivation and Attitude theories for Social Change Question to think about: Are motives more important than attitude to work on for MSP? (or how to explain and predict social change across contexts Workshop (3 hr) LO2 LO3 LO4
FORMAL TOPIC: Branding and Brand Trust Question to think about Should Non for Profit Organisations spend money on Branding? Or on the social purpose itself Workshop (3 hr) LO2 LO3 LO4
GUEST LECTURE: Andrew Baxter, KPMG Brand Advisory, Board member OzHarvest and Sydney Symphony Orchestra Branding for Change Question to think about: Branding for diverse non-profit organisations: Culture industries to Managing food Waste Workshop (3 hr) LO1 LO2 LO5
LIVE CASE STUDY (Task 1 - Public Health/Social Focus) GUEST LECTURE: BMF (agency perspective) - via RESPECT Domestic Violence Campaigns. Emily Fields, Creative and Strategic Planner and Christina Aventi Chief Strategy Officer, (45+15 minutes). Question to think about: Is Stigmatizing useful: Victim or perpetrator? Workshop (3 hr) LO1 LO4 LO5
FORMAL TOPIC Intervention Design and choice architecture Question to think about: Why is Free Choice really not free choice? Workshop (3 hr) LO2 LO3 LO4
FORMAL TOPIC: Stakeholders’ identification and mobilisation Question to think about: Are there soft targets or is everyone fair game in social change campaigns? Balancing Stakeholders' opposing interests? Workshop (3 hr) LO3 LO4
FORMAL TOPIC: Part 1 - Communication, messaging and framing for MSP: Models Revisited Question to think about: Why reframe and rethink social messages differently from traditional marketing? Workshop (3 hr) LO2 LO3 LO4
FORMAL TOPIC: PART 2 - Communication, Messaging and Framing Question to think about? Is the Fear appeal useful in social change promotion? Workshop (3 hr) LO3 LO4
FORMAL TOPIC: Channels, media mix: Is online the best ROI? Targets, segments and stakeholders Question to think about Is social media always the answer? Should we waste our budget on media? Is it better used on actually making a difference? Workshop (3 hr) LO1 LO3
NO LECTURE: Group Assessment Presentations All Group Assessment Project Report due 21st February 2024 9 am on Turnitin All Group Assessment Presentation due 21st February 9am via Turnitin. Workshop (3 hr) LO1 LO2 LO3 LO4 LO5
All Group Assessment Project Report due 21st February 2024 9 am on Turnitin All Group Assessment Presentation due 21st February 9am via Turnitin Workshop (3 hr) LO1 LO2 LO3 LO4 LO5
Final Assessment Workshop (3 hr) LO1 LO2 LO3 LO4 LO5

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. Critically evaluate ethical and societal issues relating to a wide range of organisations.
  • LO2. Create new ideas and opportunities using marketing strategies in a social change context.
  • LO3. Communicate professionally and persuasively recommendations, using appropriate modes for a variety of stakeholders.
  • LO4. Research, analyse and design a strategic marketing campaign to address social change challenges for diverse contexts.
  • LO5. Draw on the Sustainable Development Goals (SDGs) and targets and assess their role in pursuing societal change.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

This is a new unit and will be offered from 2024.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.