AMB355 Marketing Behavioural and 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: | AMB355 |
|---|---|
| Prerequisite(s): | 48 credit points of completed studies |
| Equivalent(s): | AMB206, AMX206 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB355 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMB206, AMX206 |
| Coordinator: | Iain Waller | iain.waller@qut.edu.au |
Overview
AMB355 introduces students to the principles, concepts, theory and application of social marketing.
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. It is increasingly being adopted by governments and stakeholders around the world as they seek effective solutions to solving social problems relating to health, well-being, environment, and inequality.
In AMB355 we focus on how strategic, critical, and systems thinking, use of theory and research insight, and use of techniques such as segmentation, designing and planning, and the social marketing intervention mix can be used to tackle health and social issues. Students will learn to analyse real world behavioural and social problems and develop innovative and creative solutions using social marketing frameworks. This is an elective unit for business and law, and public health students.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand the key principles of social marketing.
- Identify the ethical issues around the implementation of social marketing campaigns.
- 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.
Content
The content of this unit includes:
- 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 (Undergraduate)
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. 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. You can pick from one of the following three social problems:
1. Climate Emergency
2. Racism
3. Gender Inequality
Your work should draw upon scoping research to provide a background to the social problem, present a systems analysis on influences on the problem, and consider the competition to change. You should also offer a critique of existing/previous efforts to tackle the problem.
In addressing this assessment item, you will need to apply knowledge of 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
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 Social Marketing Programme
Students will work in small groups and will be given the challenge of developing a digital presentation of a proposed social marketing programme to tackle a social problem chosen by the group. You can choose from one of the following three social problems:
1. Climate Emergency
2. Racism
3. Gender Inequality
Your group's digital presentation should present the strategy, goals and objectives, the use of appropriate theory, and the application of segmentation, targeting and positioning. You should then outline your use of the social marketing intervention mix, and how you will evaluate your programme.
In addressing this assessment item, you will need to apply knowledge of 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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
French, J., Gordon, R. (2019) Strategic Social Marketing: For Behaviour and Social Change, 2nd Edition. London: Sage.
Other
Additional reading materials for each week can also be found on the unit's Canvas site.
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: Digital Presentation of a Social Marketing Programme
HO (2.2): Independent Judgement and Decision-Making
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme
KS (1.1): Discipline Knowledge
Relates to: Critical Analysis of a Social Problem
KS (1.2): Technical and Technological Skills
Relates to: Digital Presentation of a Social Marketing Programme
PC (3.1): Professional Communication (Written)
Relates to: Critical Analysis of a Social Problem
PC (3.2): Professional Communication (Oral)
Relates to: Digital Presentation of a Social Marketing Programme
SE (5.1): Ethical and Legal Understanding
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme
SE (5.2): Global Social Responsibility
Relates to: Critical Analysis of a Social Problem
TS (4.2): Teamwork Knowledge and Skills
Relates to: Digital Presentation of a Social Marketing Programme
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Critical Analysis of a Social Problem - Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: Critical Analysis of a Social Problem - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Digital Presentation of a Social Marketing Programme - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Critical Analysis of a Social Problem - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB355 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMB206, AMX206 |
Overview
AMB355 introduces students to the principles, concepts, theory and application of social marketing.
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. It is increasingly being adopted by governments and stakeholders around the world as they seek effective solutions to solving social problems relating to health, well-being, environment, and inequality.
In AMB355 we focus on how strategic, critical, and systems thinking, use of theory and research insight, and use of techniques such as segmentation, designing and planning, and the social marketing intervention mix can be used to tackle health and social issues. Students will learn to analyse real world behavioural and social problems and develop innovative and creative solutions using social marketing frameworks. This is an elective unit for business and law, and public health students.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand the key principles of social marketing.
- Identify the ethical issues around the implementation of social marketing campaigns.
- 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.
Content
The content of this unit includes:
- 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 (Undergraduate)
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. 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. You can pick from one of the following three social problems:
1. Climate Emergency
2. Racism
3. Gender Inequality
Your work should draw upon scoping research to provide a background to the social problem, present a systems analysis on influences on the problem, and consider the competition to change. You should also offer a critique of existing/previous efforts to tackle the problem.
In addressing this assessment item, you will need to apply knowledge of 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
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 Social Marketing Programme
Students will work in small groups and will be given the challenge of developing a digital presentation of a proposed social marketing programme to tackle a social problem chosen by the group. You can choose from one of the following three social problems:
1. Climate Emergency
2. Racism
3. Gender Inequality
Your group's digital presentation should present the strategy, goals and objectives, the use of appropriate theory, and the application of segmentation, targeting and positioning. You should then outline your use of the social marketing intervention mix, and how you will evaluate your programme.
In addressing this assessment item, you will need to apply knowledge of 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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
French, J., Gordon, R. (2019) Strategic Social Marketing: For Behaviour and Social Change, 2nd Edition. London: Sage.
Other
Additional reading materials for each week can also be found on the unit's Canvas site.
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: Digital Presentation of a Social Marketing Programme
HO (2.2): Independent Judgement and Decision-Making
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme
KS (1.1): Discipline Knowledge
Relates to: Critical Analysis of a Social Problem
KS (1.2): Technical and Technological Skills
Relates to: Digital Presentation of a Social Marketing Programme
PC (3.1): Professional Communication (Written)
Relates to: Critical Analysis of a Social Problem
PC (3.2): Professional Communication (Oral)
Relates to: Digital Presentation of a Social Marketing Programme
SE (5.1): Ethical and Legal Understanding
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme
SE (5.2): Global Social Responsibility
Relates to: Critical Analysis of a Social Problem
TS (4.2): Teamwork Knowledge and Skills
Relates to: Digital Presentation of a Social Marketing Programme
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Critical Analysis of a Social Problem - Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: Critical Analysis of a Social Problem - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Digital Presentation of a Social Marketing Programme - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Critical Analysis of a Social Problem - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: Digital Presentation of a Social Marketing Programme - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: Critical Analysis of a Social Problem, Digital Presentation of a Social Marketing Programme