Social Marketing:
Non-Profit Marketing and Corporate Social Responsibility
AP/ADMS4280 M
Faculty of Liberal and Professional Studies
School of Administrative Studies
YorkUniversity
Course Director: Anton Petrenko PhD
Monday: 19:00 – 22:00 PMACE 003
Office Hrs:Wednesday10:40-11:40 AM (by appointment)
Email:
Course Description:
Examines marketing for non-profits, cause-related marketing and Corporate Social Responsibility, including business and media ethics, from a marketing perspective, focusing on problems that arise in an organization's product, pricing, distribution, and communication/PR strategies. Students learn how to market not-for-profit organizations, activities and ideas and how to incorporate social marketing in the management of for-profit product and corporate brands. Prerequisites: 1) For students in an Honours program, 72 credits, including AP/ADMS 2200 3.00, 2) for other students, a grade of C+ or better in AP/ADMS 2200 3.00. Course credit exclusions: None.
Important Dates:
ENROLMENT DEADLINE (without permission) / Jan. 18thDROP DEADLINE (without receiving a grade) / March 10th
MID-TERM EXAM / Feb. 13th
MAKE UP EXAM / TBA (email for date)
CRITICAL ANALYSISGROUP ASSIGNMENT / Feb. 27th
MARKETING PLAN GROUP ASSIGNMENT / April 3rd
Main Textbook:
Text –Social Marketing; Influencing Behaviors for Good, Nancy R. Lee and Philip Kotler., Fifth Edition (2016), SAGE: Los Angeles.Moodle Materials (CT)– PowerPoints
Topic Schedule:
Jan. 9thLecture 1:Introduction to Social Marketing
Reading: Social Marketing; Influencing Behaviors for Good(chapter 1; pp. 2-27)
Lecture Summary: The goal of the introductory lecture is to introduce students into the subject of social marketing. Some of the questions raised will include: What is social marketing and how does it differ from other forms of marketing? What are the aims of social marketing? Who decides what social issues deserve attention?
Jan. 16th
Lecture 2: Strategic Marketing Planning Process
Reading: Social Marketing; Influencing Behaviors for Good(chapter2 and 3; pp. 32-76);
LectureSummary: The goal of this lecture is to reviewthe 10 steps in the formal strategic marketing planning process. While examining cases, we will discuss the benefits of a formal process and learn some of the best practices in developing successful social marketing plans.
Jan. 23rd
Lecture 3: Research, Purpose, and Focus
Reading: Social Marketing; Influencing Behaviors for Good(chapter 4 and 5, pp. 81-125);
LectureSummary: The goal of this lecture is to review the role of research in social marketing plans and determine research needs and options. During the lecture we will analyze various methods of research. We will proceed to discuss the role of situation analysis in social marketing, and learn how to select purpose and focus for the marketing plan.
Jan. 30th
Lecture 4: Selecting Target Audiences, Objectives, and Goals
Reading: Social Marketing; Influencing Behaviors for Good(chapters 6 and 7; pp. 129-183)
LectureSummary: The goal of this lecture is to examine how to segment, evaluate, and eventually select target audiences for a successful social marketing campaign. We will discuss the variables used to describe consumer markets and the measures used to evaluate them. We will proceed to discuss setting objectives for social marketing campaigns and measurable target goals.
Feb.06th
Lecture 5: Barriers, Benefits, and Influential Others
Reading: Social Marketing; Influencing Behaviors for Good(chapter 8; pp 185-209)
LectureSummary: The goal of this lecture is to learn the importance of understanding the target audience by analyzing the perceived barriers, benefits, and competitors to the desired behaviour. An important step in this process is identifying the influential others who might be helpful in implementing the desired change.
Feb. 13th
------MIDTERM TEST------
Winter Term Reading Week (Feb. 18-24)
Feb. 27th
Lecture 6: Positioning and Product
Reading: Social Marketing; Influencing Behaviors for Good (chapter 9 and 10; pp. 213-260)
LectureSummary: The goal of this lecture is to learn how to develop a positioning statement within a social marketing plan drawing on the information gleamed from the previous target audience research. We will discuss the appropriate focus for the positioning statement and how it connects to the development of the marketing mix. We will proceed to discuss the first P of the marketing mix—Product.
March 6th
Lecture 7: Price and Place
Reading: Social Marketing; Influencing Behaviors for Good(chapters 11 and 12; pp. 263-308)
LectureSummary: The goal of this lecture is to discuss the next two Ps of the marketing mix within social marketing: price and place. We will discuss the decision-making related to the levels of product platforms and related benefits;we will proceed to discuss the price and perceived costs target audiences might have in adopting the desired behaviours. We will conclude the lecture by learning how to use place, price, and product to affect incentives leading to desired behaviour.
CRITICAL ANALYSIS GROUP ASSIGNMENT IS DUE
Feb. 29th
March 13th
Lecture 8: Promotion I
Reading: Social Marketing; Influencing Behaviors for Good(chapter 13; pp. 311-347)
LectureSummary: The goal of this lecture is to discuss the role of promotion—the final P within the marketing mix—in social marketing. We will discuss the four major components of a communication strategy and learn about the best practices in developing and evaluating a creative strategy. We will discuss psychology, the ethical issues related to promotion, and examine a number of advertising campaigns throughout this lecture.
March 20th
Lecture 9: PromotionII
Reading: Social Marketing; Influencing Behaviors for Good(chapter 14; pp. 351-384)
LectureSummary: The goal of this lecture is to discuss the importance of selecting the right communication channel for the social marketing campaign. Throughout this lecture, we will consider traditional and non traditional communication and media channels, as well as the rising role of various social networks in social activism. We will also discuss the integrated marketing approach.
March 27st
Lecture 10: Monitoring and Evaluation
Reading: Social Marketing; Influencing Behaviors for Good (chapter 15; pp. 388-410)
LectureSummary: This lecture will focus on examining methods, goals, and costs of measuring campaign activities and evaluating their success. We will discuss the reasons for measurements, selecting appropriate techniques of measurement, and choosing the appropriate time for carrying it out.
April 3rd
Lecture 11: Establishing Budgets and Securing Funding
Reading: Social Marketing; Influencing Behaviors for Good(chapter 16 and 17; pp. 411-456)
LectureSummary: In this last lecture, we will focus on establishing the preliminary budgets for the marketing campaign and securing the necessary funding. We will finish by discussing the development of an implementation plan and ensuring that the desired behaviour is sustained after the social marketing campaign is over.
MARKETING RESEARCH GROUP ASSIGNMENT IS DUE
April 3rd
Student Assignments and Grading:
Assignment / Grade Weight / Due Date1) Mid-Term Exam / 35% / Feb. 13th
2) Critical Analysis Group Assignment / 15% / Feb. 27th
3) Participation / 10% / Ongoing
4) Marketing Plan Group Assignment / 40% / April 3rd
TOTAL / 100%
1) Mid-Term (35%)
The mid-term exam will be closed-book and cover all of the material from the beginning of the course, including readings, cases, videos, and lecture material. The mid-term might consist of short answer and long essay questions, case analysis, and multiple-choice questions.
2) Critical Analysis Group Assignment (15%)
The Marketing Research Group Assignment is the investigation and research of the issue which will be the subject of your marketing plan. It will consist of the description of the issue, its importance, its current status, your selected target, and your understanding of the challenges in affecting the desired behavior. (4-6 pages)
3) Participation (10%)
Participation is calculated on the basis of participation in class and group discussions (as well as partially on attendance and preparation for class).
4) Marketing Plan Group Assignment(40%)
The major assignment will cover all of the material in the course. You will start by choosing a topic for your 10-step social marketing plan and proceed to develop it throughout the course. The Marketing Plan Assignment will be developed throughout the course, for the final submission at the end of the course. (14-16 pages)
Note on Make-up Test
This test is ONLY for students who missed the mid-term for an urgent and valid reason. Students must advise me by email of having missed the mid-term exam within 24 hours. Students will also need toprovide a completed "Attending Physician's Statement"
( which must include the name and phone number of a contact person who can verify the reason for absence, before taking the make-up exam. Students who fail to take either the mid-term or the make-up mid-term test will receive a grade of 0 on that test, with no exceptions.
Web-page:
The course will be available on Moodle. If you do not know your Moodle username and password please contact Atkinson Computing Services. Everyone enrolled in the course will have a username and password. Lectures, course syllabus, dates, and announcements will be regularly posted to the pages.
RELEVANT UNIVERSITY REGULATIONS
Deferred Exams:Deferred standing may be granted to students who are unable to write their final examination at the scheduled time or to submit their outstanding course work on the last day of classes. In order to apply for deferred standing, students must complete a Deferred Standing Agreement (DSA) form and submit their request no later than five (5) business days from the date of the exam. The request must be properly submitted with supporting documentation directly to the main office of the School of Administrative Studies (282 Atkinson), NOT to the Course Director. These requests will be considered on their merit. Students can check the status of their requests by logging in the link for Status of Deferred Exams Request:ttp://
Students with approved DSA will be able to write their deferred examination during the School's deferred examination period. No further extensions of deferred exams shall be granted. The format and covered content of the deferred examination may be different from that of the originally scheduled examination. The deferred exam may be closed book, cumulative and comprehensive and may include all subjects/topics of the textbook whether they have been covered in class or not. Any request for deferred standing on medical grounds must include an Attending Physician's Statement form; a “Doctor’s Note” will not be accepted.
DSA Form:
Attending Physician's Statement form:
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Students might also wish to review the interactive on-line Tutorial for students on academic integrity, at:
Students must be aware of their rights and responsibilities, for more detail please visit:
Grading Scheme and Feedback Policy:The grading scheme (i.e. kinds and weights of assignments, essays, exams, etc.) shall be announced, and be available in writing, within the first two weeks of class, and, under normal circumstances, graded feedback worth at least 15% of the final grade for Fall, Winter or Summer Term, and 30% for ‘full year’ courses offered in the Fall/Winter Term be received by students in all courses prior to the final withdrawal date from a course without receiving a grade, with the following exceptions:
Note: Under unusual and/or unforeseeable circumstances which disrupt the academic norm, instructors are expected to provide grading schemes and academic feedback in the spirit of these regulations, as soon as possible. For more information on the Grading Scheme and Feedback Policy, please visit:
In-Class Tests and Exams - the 20% Rule:For all Undergraduate courses, except those which regularly meet on Friday evening, on a weekend or are on-line, tests or exams worth more than 20% will not be held in the two weeks prior to the beginning of the official examination period. For further information on the 20% Rule, please visit:
For further information on examination scheduling please refer to the following:
Reappraisals:Students may, with sufficient academic grounds, request that a final grade in a course be reappraised (which may mean the review of specific pieces of tangible work). Non-academic grounds are not relevant for grade reappraisals; in such cases, students are advised to petition to their home Faculty. Students are normally expected to first contact the course director to discuss the grade received and to request that their tangible work be reviewed. Tangible work may include written, graphic, digitized, modeled, video recording or audio recording formats, but not oral work. Students need to be aware that a request for a grade reappraisal may result in the original grade being raised, lowered or confirmed. For reappraisal procedures and information, please visit the Office of the Registrar site at:
Accommodation Procedures:LA&PS students who have experienced a misfortune or who are too ill to attend the final examination in an ADMS course should not attempt to do so; they must pursue deferred standing. Other students should contact their home Faculty for information. For further information, please visit:
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Academic Accommodation for Students with Disabilities:The nature and extent of accommodations shall be consistent with and supportive of the integrity of the curriculum and of the academic standards of programs or courses. Provided that students have given sufficient notice about their accommodation needs, instructors shall take reasonable steps to accommodate these needs in a manner consistent with the guidelines established hereunder. For more information please visit the Disabilities Services website at
York’s disabilities offices and the Registrar’s Office work in partnership to support alternate exam and test accommodation services for students with disabilities at the Keele campus. For more information on alternate exams and tests please visit
Please alert the Course Director as soon as possible should you require special accommodation.