24762 Marketing for Social Good
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): (24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour AND (24761 Data-Driven Insights OR 24720 Applied Marketing Research)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject provides students with a foundation of social marketing theories and strategies to drive social good. Class discussion during workshops involves thinking about application of marketing theories and strategies in the context of issues such as social justice, sustainability, health, education, gender equality, Indigenous contexts, ethics and data privacy. Upon completion students are able to demonstrate detailed understanding of barriers and challenges faced by social change programs.
Subject learning objectives (SLOs)
| 1. | Analyse the concept of social good and the different types of value for various stakeholders |
|---|---|
| 2. | Evaluate the different social marketing approaches and tools for a range of stakeholders and problems |
| 3. | Critically evaluate and apply the principles of cultural diversity and social justice in developing and implementing responsible marketing decisions |
| 4. | Critically reflect and apply stakeholder engagement practices when collaborating with Indigenous peoples in a professional marketing context |
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
- Critically evaluate and apply principles of cultural diversity and social justice to produce responsible marketing decisions. (3.1)
- Critically reflect on and apply effective research and engagement practices when working with and for Indigenous peoples in a professional marketing context. (4.2)
Contribution to the development of graduate attributes
This subject is designed to help students understand how to contribute to social good and make a difference, and as such, is aligned with the graduate attributes of professional and technical competence and social responsibility and cultural awareness. Business globally is experiencing unprecedented transformation in a society facing increasingly complex social and environmental challenges (this includes evolving attitudes to indigenous populations, as well as to the relationships between businesses in diverse global markets). Addressing these issues requires that business graduates are purpose-led and can recognise their own agency to build a stronger and fairer world. Students will learn from interdisciplinary perspectives and begin to apply knowledge and skills to real world businesses wrestling with the question; how can we act responsibly in the world in which we operate? Drawing from different disciplinary outlooks, models of purpose learning and with reference to existing social impact and sustainable development measures this subject will empower students to make a positive public, ecological and economic impact. This involves a capacity for ethical reasoning and empathetic decision making. The subject is aligned to the UTS Social Impact Framework. This subject contributes to the development of the following graduate attribute(s):
- Social responsibility and cultural awareness
- Professional and technical competence
Teaching and learning strategies
The subject is taught via recorded and live lectures and interactive workshops comprising in-depth case discussions, exercises, and student presentations.
Students are expected to engage with the materials provided on Canvas (e.g., lecture videos, cases, other readings) before each workshop. The workshops will include time where students will work together in student-led discussions of the cases and exercises with the provision of teacher and peer feedback.
Content (topics)
- Social marketing
- Stakeholder engagement
- Sustainable marketing
- Marketing to vulnerable people and stakeholders
Assessment
Assessment task 1: Case study analysis (Individual)
| Objective(s): | This addresses subject learning objective(s): 2 and 3 This addresses program learning objectives(s): 3.1 |
|---|---|
| Weight: | 40% |
| Length: | 10-min video |
| Criteria: |
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Assessment task 2: Stakeholder engagement plan (Individual)
| Objective(s): | This addresses subject learning objective(s): 4 This addresses program learning objectives(s): 4.2 |
|---|---|
| Weight: | 30% |
| Length: | Stakeholder engagement plan A3 poster, reflection 300-500 words |
| Criteria: |
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Assessment task 3: Personal Statement (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 3 |
|---|---|
| Weight: | 30% |
| Length: | A3-style poster, with no more than 800 words with a 2 minute elevator pitch |
| Criteria: |
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Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
This is a textbook free subject
References
Anker, T. B., Gordon, R. & Zainuddin, N. (2022). Consumer-dominant social marketing: a definition and explication. European Journal of Marketing, 56(1), 159–183. French, J., & Gordon, R. (2020) Strategic Social Marketing. Sage Publications Ltd. Gordon, R., Badejo, F. A. & Gurrieri, L. (2022). Towards a framework for critical social marketing: what is to be done for emancipation? Journal of Marketing Management, 38(17-18), 2135–2163. Harmeling, C. M., Mende, M., Scott, M. L., & Palmatier, R. W. (2021). Marketing, through the eyes of the stigmatized. Journal of Marketing Research, 58(2), 223-245. Chandy, R. K., Johar, G. V., Moorman, C., & Roberts, J. H. (2021). Better marketing for a better world. Journal of Marketing, 85 (3), 1-9. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.