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Marketing for Behavioural Change focuses on the planning and implementation of programmes designed to bring about social change, using concepts from commercial marketing. It is geared toward furthering a cause, raising money, raising awareness and public education, or bringing about social change. Students will be exposed to a diverse range of not-for-profit and for-profit organisations that embody socially responsible and social-change driven missions.
Workload24 (12x2) hours of in class lectures24 (12x2) hours of lecture preparation24 hours of test preparation24 (12x2) hours of diary reflection and writing40 hours of assessment preparation4 hours of assessment writing 10 hours of online discussion
Upon completion of this course students should be able to:Appreciate the significance of concepts of social marketing for profit and non-profit organisations in New Zealand and internationally.Understand social marketing campaign strategy.Understand the role of the media in social marketing.Understand the services dimension of social marketing.Have improved independent research, critical analysis, and written communication skills.BCom Learning GoalsGoal 1: Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of Commerce;Goal 2: Graduates are able to use analytical thinking and problem-solving skills to address specific problems;Goal 3: Graduates can understand issues from a range of ethical, global and multicultural perspectives;Goal 4: Graduates are able to communicate effectively both orally and in written form.Learning Goal Assessed with: 1: Test, Final Assignment2: Test, Final Assignment3: Diary Reflection, Final Assignment4: Test, Diary reflection, Final Assignment, in class and online discussions
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
Any 45 points 200-level or above in COMS, MGMT, MKTG, PSYC or SOCI
Students must attend one activity from each section.
Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who: • Consistently do the readings and other assignments on schedule, • Regularly attend lectures• Submit work that reflects on the discussions had in classWeightings and descriptions of the various pieces of assessment are available on Learn. Please ensure you check Learn regularly for the most up to date information about the assessment for this course.Concepts Test – 30% - Open Book, Submitted OnlineThe concepts test will assess students’ ability to understand theories discussed in class and apply them to specific issues in society. The test will cover material taught in Weeks 1-4 inclusive. The test will be very applied and require students to not only understand what the theories are but apply them into a variety of situations that have a practical impact on a specific situation. The test will be available to students for 24 hours. Students should craft their answers and submit a single document (.doc, .docx, .pdf) on Learn. All tests will be submitted to Turnitin.com to check for plagiarism. The test should take students no longer than 2 hours to complete. It is the student’s responsibility to ensure that their document is submitted on time and in working order. Corrupted files or late submissions will not be graded. In the event of an unexpected emergency students should apply for special circumstances as extensions will not be possible.Behavioural Change Project:The major assessment for this class is a behaviour change project. Each student will pick one aspect of their current lives that they wish to change for the better. Students will then spend the semester actively trying to improve this part of their life and measuring their behavioural change towards specific goals they have set themselves.Students can choose any aspect of their behaviour that they want as long as the chosen project does not put themselves or anyone else at harm. The behaviour change project is completely confidential and no student will be reported for any aspect of what they have written unless it is suspected the student may harm themselves or someone else, in which case the appropriate course of action will be taken to ensure the safety of the student and others. Students will complete a diary outlining their weekly progress towards changing their behaviour and conclude by preparing a report that encourages others to change their behaviour, based on the student’s own experiences. Choosing an Appropriate TopicThe most important part of the project is picking a behaviour that is suitable. The chosen behaviour must be important to YOU. It does not have to be life altering for the rest of the population, but it should be important to you as you carry out the project. The chosen behaviour should also be something that has the potential to bring betterment to the student and society as a whole. Potential projects will be discussed in class. If you are concerned about your chosen project please discuss it with Ekant sooner rather than later.The behavioural change project is made up of two components – a weekly diary that tracks your progress as you change your own behaviour and a final report that outlines a marketing campaign to encourage others to change their behaviour as well. Diary Assignment – 20% - Submitted Every 3 Weeks OnlineThe Diary assignment is designed to allow you an opportunity to reflect on the discussions in class and apply it to your behaviour change project. The purpose of the diary is to monitor your behaviour change and progress towards your final goal. The best diaries will incorporate aspects discussed in class that week and encourage students to reach specific goals on a regular basis. Each week we will make suggestions on how you should apply what we are learning in class to the diary, which is a crucial part of the learning process. The main focus of the marking on these diaries is your ability to link what we are doing in class to your own behavioural change process.Overview: • Each week, for 10 weeks, you will record and journal your thoughts, feelings and actions associated with your behaviour change project. • You need to set weekly goals to enable you to see how you are doing.• Each week apply relevant social marketing theories to your diary to ensure you not only express what is happening but also analyse WHY you think these things are happening. • Also, these diary entries will serve as your primary source in the development of your final assignment – make sure you put plenty of detail about what worked and what didn’t.• This assignment is worth 20% of your final mark in this class.• This assignment is due 3 weekly and to be submitted online. Details regarding submission date and time will be provided in class.Journal format: • You will make a total of 10 weekly entries that are typed of about a page each. Alternative submission formats are also possible and will be discussed in class.• This should be an honest and open discussion. We are not grading your writing style or punctuation - so relax. The style and tone of your entries is entirely up to you. This will be your reflection about your successes and failures throughout the week. It is essential that you reflect deeply on the triggers, feelings, thoughts, settings, and people that surround your target behaviour. • You might think about carrying a pocket diary to enable you to record your feelings and experiences when they happen, but what you submit needs to be typed up.• Each week we will make suggestions on how you should apply what we are learning in class to the diary, which is a crucial part of the learning process. • The focus of the marking on these diaries is your ability to link what we are doing in class to your own personal change process. • Contact Ekant by email if you’re unsure about your topic. Please note:• This is an individual assignment and should be written up alone. However, it would be great to discuss your experiences with other people who are engaging in similar lifestyle changes. This is a great exercise to learn from one another. We encourage collaboration so you might consider partnering up with someone in or outside of class to see if this helps you.Behavioural Change Report – 50% - Submitted Online Sunday 21st October 11:59pmThe purpose of this report is to discuss how you would develop a social marketing plan to change the behaviour you have focused on in your diary. Please note that your diary will serve as a major source of information for this assignment, but by no means should it be considered the only source. For instance, you should talk to others that are trying to increase or decrease this behaviour. You should read case studies or academic papers about your target behaviour. You could visit blog or government sites regarding the target behaviour (e.g., Quitline).The report should be no more than 10 pages in length, including diagrams/graphs etc. The page limit expects a minimum of 12pt font with 1.5 line spacing and 1 inch margins. Cover pages, contents sheets, executive summaries, reference lists and appendices are not included in the 10 page limit. This assignment is worth 50% of the final mark in this class. This report is due on Sunday 21st October by 11.59pm – submitted online via the Learn site as a single document file (.doc, .docx, .pdf). It is the student’s responsibility to ensure that their document is submitted on time and in working order. Corrupted files or late submissions will not be graded. In the event of an unexpected emergency students should apply for special circumstances as extensions will not be possible. The report will be graded based on the following information. 1 Background Information (10 marks)a. What is the behaviour or social problem that you are addressing?i. What is the epidemiology of the problem in your population?ii. Prevalence (how often)?iii. Incidence (rate of new cases)?b. Characteristics of people at high risk?i. Are there groups that have severe consequences?ii. What are the most common or serious consequences of the problem?c. What is the environmental analysis of the social problem?i. Geographic ii. Social Trendsiii. Economic Trendsiv. Demographic Trendsv. Political Trends?d. Stakeholder analysisi. What groups, community leaders, or other individuals might oppose you?ii. What groups, community leaders of other individuals might support you? 2 Set Objectives and Goals (10 marks)a. Behaviour objective: What specifically, do you want to influence your target audience to do as a result of this project? b. Knowledge objective: Is there anything you need them to know, in order to act? c. Belief objective: Is there anything you need them to believe, in order to act? d. Goals: What quantifiable, measurable goals are you setting? Ideally, this is stated in terms of behaviour change. Other potential measures include goals for campaign awareness, recall and/or response, and changes in knowledge, belief, or behaviour intent levels. 3 Analyse and Select Target Audiences (10 marks)a. Describe potential target audiences for your social marketing campaign in terms of size, problem incidence and severity, including demographics, psychographics, geographic, behaviours. b. Select and justify your primary targets in terms of their relative vulnerability when compared to other potential targets. Think about the issues that we discussed in class when you are exploring the nature of their vulnerability. Why is this target more pressing or deserving of attention.c. Knowledge (do they have accurate information or misperceptions, what benefits, costs, and barriers do they perceive)d. Attitudes (do they feel at risk, how do they feel about the behaviour change, do they feel they can perform it, is their social support)e. Behaviours (what are their current behaviours, do they need new skills, what would help them)4 Review Past Campaigns (5 marks)a. Review past campaigns that are related to your behaviour or social problemb. Critique the most relevant campaigns and explain how they will inform your intervention5 Develop Marketing Strategies (50 marks)a. Product: Design the Market Offering i. What is the core product or benefits of the desired behaviour? ii. What is actual product or the desired behaviour? b. Price: Manage Costs of Behaviour Change: i. What are the costs the target audience associates with the product?ii. What other barriers prevent the target audience from adopting the product?iii. Can you minimize or remove these barriers?iv. Can you offer any incentives? v. What prices will be set for tangible objects and services associated with the campaign? c. Place: Make Access Convenient i. What are the places where the target audience makes decisions about engaging in the desired behaviour? ii. Where and when will the target market acquire any related tangible objects and services? iii. What distribution systems will be most efficient for reaching the target?d. Promotion: Create Messages (creative brief)i. What are your specific communication objectives? ii. Who is the target?iii. What is the competitive climate?iv. What is the principle idea or benefit? v. What is your supporting evidence?vi. What specific actions do you want your target audience to take as a result of this campaign? vii. What communication style and tone will be used? viii. What is the execution (and media types)?e. Stakeholders (i.e., private, government, or not-for-profit?)i. Who will be a crucial ally in this intervention and how will you court this ally?ii. Propose one Customer Related Marketing strategy. (Do articulate what will be exchanged, how you will court this partnership, and what the conceptual fit will be.)f. Policyi. Are there any policies that would create an environment more conducive to the desired behaviour?ii. Is there any pending legislation that would positively or negatively affect your program’s goals?6 Develop a Plan for Evaluating and Monitoring (5 marks)a. How will goals from Step II be measured? b. What techniques and methodologies will be used to conduct these measures? c. When will these measurements be taken? 7 Presentationa. Is the report free from grammatical and spelling errors?b. Is the report written in an engaging and logical manner?c. Is the report presented in an exciting and novel way?i. Feel free to use diagrams, colour, headings etc. to make the report more excitingREMEMBER, the diary is a key source of information. Use what you have learnt, what you have struggled with, what you have overcome as a basis for developing your strategy. For example, if you found willpower was a major hurdle for you personally, then develop a campaign that maximises individual willpower and strength. GradingAll marks will be scaled in line with University of Canterbury regulations. You should not regard 50% as a pass mark.
Donovan, Rob , Henley, Nadine;
Principles and practice of social marketing : an international perspective;
Fully updated ed., New international ed;
Cambridge University Press, 2010 ((electronic resource)).
Coversheets - Group and Individual
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic PoliciesThe Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.
Domestic fee $790.00
International fee $3,350.00
* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.
For further information see
Management, Marketing and Entrepreneurship.