AMN449 Marketing Revolutionary Social Change
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN449 |
|---|---|
| Antirequisite(s): | AMN447 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMN449 |
|---|---|
| Credit points: | 12 |
| Anti-requisite: | AMN447, AMX447 |
| Coordinator: | Brett Martin | brett.martin@qut.edu.au |
Overview
In this unit, you will learn how marketing can be used to bring about revolutionary social change to tackle social problems such as climate change, racism, obesity, and gender inequality. The unit focuses on social marketing - a strategic approach utilising marketing concepts alongside approaches to influence behaviours, practices and social outcomes that benefit individuals and communities for the greater social good. The unit advances the principles, concepts, theory and application of social marketing, explaining how strategic, critical, and systems thinking, the use of theory and research insight, the application of segmentation, designing and planning, and the social marketing intervention mix, and creating value, can all be used to bring behaviour & social change & help solve social problems. You will explore and critically analyse real world social problems and develop innovative and creative solutions using social marketing frameworks.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand how marketing can be used strategically to bring about revolutionary social change.
- Critically analyse and understand real world social problems.
- Use social marketing principles, concepts and techniques to analyse and plan how to tackle real-world health and social problems and recommend creative solutions.
- Communicate effectively; in writing, verbally and electronically.
- Work effectively in a team to analyse and develop solutions for real world social problems
Content
The content of this unit includes:
- Using marketing for revolutionary social change
- What is and what isn't social marketing
- Strategic thinking in social marketing
- Systems thinking and social marketing
- Critical thinking and perspectives in social marketing
- Planning and designing social marketing programmes
- Creating individual, social and societal value
- Using theory to inform social marketing programmes
- Developing research insight and evaluation
- Segmentation, targeting and positioning in social marketing
- Use of the social marketing intervention mix
The generic capabilities this unit develops are knowledge of the topic area, communication skills, ethical considerations, problem-solving skills and critical thinking.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit will adopt a teaching and learning methodology that includes the presentation of core social marketing principles, concepts and techniques for bringing about revolutionary behaviour and social change. A lecture format will be used to introduce the core principles, concepts and techniques, and tutorials will be used to review and apply them to real world health and social issues through a range of experiential activities. These experiential activities will provide students with an opportunity for students to link the theory to practical marketing and organisations. Australian and International social marketing examples and cases will be used in both teaching and assessment.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items.
Assessment 1 covers lecture topics up to and including week 7, and is formative.
Assessment 2 covers learning content from week 1 to 13, and is summative
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Critical Analysis of a Social Problem
Students will be given the challenge of critically analysing a social problem of your own choosing.
Your work for this piece of assessment should:
1. Draw upon scoping research to provide a background to the social problem
2. Present a systems analysis on influences on the issue
3. Consider the competition to behaviour and social change.
4. Offer a critique of existing/previous programmes and interventions to tackle the social problem you have selected.
In addressing this assessment item, you will need to apply knowledge of contemporary issues in marketing, and of strategic social marketing principles, concepts, and techniques to a real-world situation. Guidelines and format for the assessment, and marking criteria will be made available on the unit's Canvas page.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.1), SE (5.1, 5.2)
This is an assignment for the purposes of an extension.
Assessment: Digital Presentation of a Marketing Strategy to Deliver Revolutionary Social Change
Students will work in small groups of 4-5 members and will be given the challenge of developing a digital presentation of a proposed social marketing programme to tackle a social problem that would deliver revolutionary social change. Your group can pick any social problem that you care about, and for which using social marketing for behaviour and social change is appropriate and relevant. A file containing your group's digital recording will be required to be submitted on the unit Canvas site.
Some examples of important social problems in social marketing include: infectious disease pandemics, the climate emergency, obesity, racism, gender oppression, human trafficking, energy hardship.
Your group's digital presentation should:
1. Present some background on the social problem
2. Outline your strategic social marketing strategy, goals and objectives
3. Discuss the use of appropriate behavioural/social theory
4. Include application of segmentation, targeting and positioning
5. Outline how you will create value
6. Explain your use of the social marketing intervention mix
7. Identify how you will evaluate your programme to tackle the issue.
In addressing this assessment item, you will need to apply knowledge of contemporary issues in marketing, and of strategic social marketing principles, concepts and techniques to a real-world situation. Guidelines and format for the assessment, and marking criteria will be made available on the unit's Canvas page.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.2), TS (4.2), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
There is no prescribed text for this unit, and weekly journal readings will be provided on Canvas.
There is, however, a recommend text with details provided below.
Resource Materials
Recommended text(s)
French, J., Gordon, R. (2019) Strategic Social Marketing: For Behaviour and Social Change, 2nd Edition. London: Sage.
Additional reading lists on topical issues will be provided on Canvas.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 2 2024, Online
| Unit code: | AMN449 |
|---|---|
| Credit points: | 12 |
| Anti-requisite: | AMN447, AMX447 |
Overview
In this unit, you will learn how marketing can be used to bring about revolutionary social change to tackle social problems such as climate change, racism, obesity, and gender inequality. The unit focuses on social marketing - a strategic approach utilising marketing concepts alongside approaches to influence behaviours, practices and social outcomes that benefit individuals and communities for the greater social good. The unit advances the principles, concepts, theory and application of social marketing, explaining how strategic, critical, and systems thinking, the use of theory and research insight, the application of segmentation, designing and planning, and the social marketing intervention mix, and creating value, can all be used to bring behaviour & social change & help solve social problems. You will explore and critically analyse real world social problems and develop innovative and creative solutions using social marketing frameworks.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand how marketing can be used strategically to bring about revolutionary social change.
- Critically analyse and understand real world social problems.
- Use social marketing principles, concepts and techniques to analyse and plan how to tackle real-world health and social problems and recommend creative solutions.
- Communicate effectively; in writing, verbally and electronically.
- Work effectively in a team to analyse and develop solutions for real world social problems
Content
The content of this unit includes:
- Using marketing for revolutionary social change
- What is and what isn't social marketing
- Strategic thinking in social marketing
- Systems thinking and social marketing
- Critical thinking and perspectives in social marketing
- Planning and designing social marketing programmes
- Creating individual, social and societal value
- Using theory to inform social marketing programmes
- Developing research insight and evaluation
- Segmentation, targeting and positioning in social marketing
- Use of the social marketing intervention mix
The generic capabilities this unit develops are knowledge of the topic area, communication skills, ethical considerations, problem-solving skills and critical thinking.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit will adopt a teaching and learning methodology that includes the presentation of core social marketing principles, concepts and techniques for bringing about revolutionary behaviour and social change. A lecture format will be used to introduce the core principles, concepts and techniques, and tutorials will be used to review and apply them to real world health and social issues through a range of experiential activities. These experiential activities will provide students with an opportunity for students to link the theory to practical marketing and organisations. Australian and International social marketing examples and cases will be used in both teaching and assessment.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items.
Assessment 1 covers lecture topics up to and including week 7, and is formative.
Assessment 2 covers learning content from week 1 to 13, and is summative
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Critical Analysis of a Social Problem
Students will be given the challenge of critically analysing a social problem of your own choosing.
Your work for this piece of assessment should:
1. Draw upon scoping research to provide a background to the social problem
2. Present a systems analysis on influences on the issue
3. Consider the competition to behaviour and social change.
4. Offer a critique of existing/previous programmes and interventions to tackle the social problem you have selected.
In addressing this assessment item, you will need to apply knowledge of contemporary issues in marketing, and of strategic social marketing principles, concepts, and techniques to a real-world situation. Guidelines and format for the assessment, and marking criteria will be made available on the unit's Canvas page.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.1), SE (5.1, 5.2)
This is an assignment for the purposes of an extension.
Assessment: Digital Presentation of a Marketing Strategy to Deliver Revolutionary Social Change
Students will work in small groups of 4-5 members and will be given the challenge of developing a digital presentation of a proposed social marketing programme to tackle a social problem that would deliver revolutionary social change. Your group can pick any social problem that you care about, and for which using social marketing for behaviour and social change is appropriate and relevant. A file containing your group's digital recording will be required to be submitted on the unit Canvas site.
Some examples of important social problems in social marketing include: infectious disease pandemics, the climate emergency, obesity, racism, gender oppression, human trafficking, energy hardship.
Your group's digital presentation should:
1. Present some background on the social problem
2. Outline your strategic social marketing strategy, goals and objectives
3. Discuss the use of appropriate behavioural/social theory
4. Include application of segmentation, targeting and positioning
5. Outline how you will create value
6. Explain your use of the social marketing intervention mix
7. Identify how you will evaluate your programme to tackle the issue.
In addressing this assessment item, you will need to apply knowledge of contemporary issues in marketing, and of strategic social marketing principles, concepts and techniques to a real-world situation. Guidelines and format for the assessment, and marking criteria will be made available on the unit's Canvas page.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.2), TS (4.2), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
There is no prescribed text for this unit, and weekly journal readings will be provided on Canvas.
There is, however, a recommend text with details provided below.
Resource Materials
Recommended text(s)
French, J., Gordon, R. (2019) Strategic Social Marketing: For Behaviour and Social Change, 2nd Edition. London: Sage.
Additional reading lists on topical issues will be provided on Canvas.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.