Instructor Information

THE OHIO STATE UNIVERSITY

Fisher College of Business

BUSML 4252 – Social Marketing and Public Policy

Dr. Blair Kidwell – Syllabus (Fall 2014 – Term 1)

Instructor Objectives Text Grades Assignments Policies Schedule

ORIENTATION

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he primary aim of social marketing is "social good", whereas in "commercial marketing" the aim is primarily "financial". This class offers a revolutionary approach to solving a range of social problems in the areas of health, safety, environmental protection, financial well-being, and community involvement.

Instructor Information

Instructor: Dr. Blair Kidwell

Email: Blair Kidwell ([email protected]) Office: 532 Fisher Hall

Telephone: (614) 688-1312 Website: http://fisher.osu.edu/departments/marketing-and-logistics/faculty/marketing/blair-kidwell/ Office Hours: 3:45pm – 4:15pm, TTH; or by appointment. Email usually ensures the quickest response.

Course Objectives

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he primary objective of this course is to introduce you to the discipline known as Social Marketing. This area applies traditional marketing principles and techniques to the challenges and rewards of influencing positive public behavior. We will examine many concepts and theories from the behavioral sciences including psychological, sociological, and cultural perspectives and analyze their usefulness for developing successful social marketing plans.

This course offers you an opportunity to:

 Understand the definition, theories and applications of social marketing

 Learn a ten-step model for developing, implementing and evaluating social marketing campaigns  Learn how social marketing and public policy can be used to effectively change behavior

 Demonstrate your understanding of course material by developing a social marketing campaign in three separate stages.

Course lectures, discussions and materials will include:

 Presentation of social marketing theory, including audience identification, establishing objectives and goals, behavior change theories and frameworks, application of the 4Ps, budgeting and evaluation  Illustrative, detailed examples of successful social marketing campaigns

 In depth discussions of ideas and opinions about what works and what doesn’t work

Required Textbook

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he following text is required:

Kotler and Lee (2012), “Social Marketing: Influencing Behaviors for Good”, 4th _{edition, SAGE}

Publications

This is a very good textbook which I think you will find very helpful in understanding and mastering relevant concepts. Purchasing this book is critical in preparing yourself for the lectures, final exam and group project. It is available at OSU bookstores and online. If you buy and older edition, please keep in mind that the content and page numbers on the study guides will vary at times.

Student Evaluation

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he final grade will be based on your performance in the following areas out of 300 points possible: Final Exam

Term Project Papers (3 x 50 points) Participation/In class work

Total

100 150 50 300

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our final grade will be determined by the points below. Please note: If you miss the next highest grade by even one point you honestly will have my sympathy - but I will NOT change your grade! It is in your power to make sure you are not on the border. Either way, I cannot change grades out of fairness to everyone. Fairness is important to me, so be advised that as a course policy, I just don’t change grades, unless I’ve

made an error. If you feel that you have been graded unfairly, please make a written case for why you feel the grade is wrong (i.e., why your answer should be correct) and submit it to me within one week after the assignment or test was posted on Carmen. If you submit a written appeal, I do not promise to change your grade, but I promise to consider your appeal carefully and fairly.

A = 93 – 100%; 279 - 300 points C = 73 – 76.9%; 219 - 230 points A- = 90 – 92.9%; 270 - 278 points C - = 70 – 72.9%; 210 - 218 points B+ = 87 – 89.9%; 261- 269 points D+ = 67 – 69.9%; 201 - 209 points B = 83 – 86.9%; 249 - 260 points D = 63 – 66.9%; 189 - 200 points B- = 80 – 82.9%; 240 - 248 points D - = 60 – 62.9%; 180 – 188 points C+ = 77 – 79.9%; 231 - 239 points F = 59.9% or below; < 180 points

Course Responsibilities

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inal Exam: There will be one exam. It will be a cumulative final assessment of your knowledge

throughout the term. This final exam will be closed book in a multiple choice format. The exam will consist of 50 multiple choice questions worth 2 points each. The questions will come from both the notes and the assigned chapters from the text. You are responsible for all material in the text, even if we do not cover it in class. I will give you a list of review topics from which the questions will be drawn. If you miss the exam without clearing it with me either before hand or as soon as possible in the case of an emergency situation, you will receive a zero. If you miss the exam for an excused reason (e.g., illness, family illness or death, etc., with written documentation), you will be able to take the exam at an alternate time. Requirements for exam days: Please bring a no. 2 pencil! I will provide you with scan-sheets. *Note: If you come more than 20 minutes late for the exam or if anyone has already left the room, whichever is earlier, you cannot take the exam.

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ndividual Term Papers: You will be asked to complete a 10-15 page double-spaced typewritten

individual term project paper that cover the ten-step model for designing a social marketing campaign. These papers are due (via dropbox in Carmen). See course schedule at the end of the syllabus for due dates. Please note that I do not accept late submissions of these papers under ANY circumstances. The details of these papers will be provided in the first two weeks of class. Briefly however, you are to:

1) Select a social issue (e.g., obesity, drinking and driving, recycling, voting) that is important to you to focus on for all three term papers.

2) In addition to the term paper, you will be asked to give an oral (3-5 minute) presentation of your ideas at the end of the term. You will not be graded for presentation quality; rather this is a pass/fail requirement.

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lass Participation/In class Exercises: Regular attendance and participation in class discussions is

expected of each student and will account for a small but important 50 points (~17%) toward your final grade. Students should expect to be called on at random throughout the term, either to initiate class discussion or to respond to a question. I may at times record attendance for class participation points. In-class exercises will be conducted at various times throughout the semester at my discretion. Your

participation and performance during these exercises will also count toward the 50 points. You MUST attend class to receive credit for in-class exercises.

Course Policies

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ourse Communication: I will post all class announcements, schedule changes, readings

and teaching materials to the Carmen page. It is your responsibility to check the website. If you miss a class, you are responsible for getting the notes from another student. Please note that what is on the website is current and supersedes any and all information you may have printed on an earlier date. I may also need to contact you from time to time via e-mail. I will use your OSU account for all e-mail

correspondence. Please make sure that your e-mail account does not go over quota so that you do not miss important course correspondence. If you use another e-mail account (e.g. Gmail, Yahoo, etc.), please be sure you forward your OSU e-mail to that account. Any changes to the information contained in this syllabus will be announced in class and/or posted on the Carmen class page. It is your responsibility to keep track of scheduled examinations/project dates, any changes in these dates, material covered in the class, and all other announcements made in the class or on the class page.

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ecture Content: At times, my lectures will parallel the readings, although at other times they may deviate

substantially. You are responsible for all materials covered. The chapters should be read prior to class when assigned on the course schedule.

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rofessional Behavior: When you come to class, be prepared to actively participate. During class you are

expected to be attentive. This means the following behaviors are inappropriate: talking while I am

presenting material in class, talking while other students are presenting or participating in class discussions, interrupting me and your fellow students by arriving late for class, using your cell phone, or other wireless device (voice or text), doing outside work, reading non-class material, studying for another class, sleeping, etc. Further, I expect you to respect the opinions of others. Thus, disagreements in points of view should not be made in an antagonistic or derogating manner. If I feel you are disrupting the learning process of your classroom peers, you will be asked to leave. If you are asked to leave twice in a semester, you will receive a one-letter grade deduction on your final grade. Any subsequent dismissals will result in an additional letter grade deduction from your final grade.

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uestions: When you don’t know something or are confused about a particular topic, do not hesitate to

ask me in class. There are probably others in the same situation. If I am going over something and I am speaking too quickly, ask me to slow down. I won’t know if I’m doing this unless you tell me. If you want a more detailed response, ask me outside of class.

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tudent Progress: You will be able to access all of your grades in the course via Carmen. At times, an

opportunity for extra credit will be offered. It is important that you take advantage of these opportunities since there is no way to know whether more opportunities might arise though the course of the semester. Please Note: As the professor for this course, I reserve the right to retain for pedagogical reasons any student's test, written assignment, paper, multimedia materials, or similar work submitted by the student, either individually or as a group project, for this class.

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ork Load: The University and College expectation is that students spend two hours outside of class for

per week outside of class on course-related work.

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ritten Assignments: Written work must be prepared in a professional manner. It is to be clearly

written, neat in appearance, with proper grammatical construction and correct spelling. Work which is not presented in a professional manner will be reduced a full letter grade or at the very least, points will be taken off. The grade assigned to written work will reflect both its appearance and analytical soundness. The failure to complete assignments at the specified time represents a failure to meet your responsibilities. Any assignment not submitted at the specified time will receive a grade of zero (0).

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anding in Your Work: Points will be deducted if these guidelines are not followed. This includes:

 Clearly indicating the title of the project or assignment, and your name.

 Work should be typed and double-spaced (e.g., Do not turn in hand-written work).  12 pt. (Times New Roman) Font, and 1-inch margins all around, using black ink.

 Print quality should be very high, and of course should be legible.

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cademic Dishonesty: The Ohio State University and the Committee on Academic Misconduct

(COAM) expect that all students have read and understand the University’s Code of Student Conduct and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student

Conduct and this syllabus may constitute “Academic Misconduct.”

The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion

(unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct, specifically, the sections dealing with academic misconduct.

If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University. If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.

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pecial Accommodations: A student with a disability or those who need special accommodations should

talk to the professor individually within the first two weeks of the class.

Course Contract

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greement to the Terms of the Syllabus: This syllabus should be considered a “contract”, whereby you

agree to abide by the terms and requirements within this syllabus. If you are uncomfortable with or do not wish to abide by the requirements listed in this syllabus, you should make arrangements to drop the class. Your continued enrollment in the class assumes that you have agreed to all of the terms listed herein.

Course Schedule

*Calendar is subject to change. All changes will be discussed in advance of the day affected.

Date Topic Assignment Due

SECTION I: What is Social Marketing?

Aug 28 – Thursday Course Introduction and Definition Read Syllabus! Sept 2 – Tuesday Lecture: What is Social Marketing? Read Chapter 1 Sept 4 – Thursday Lecture: 10 Steps in the Strategic Process – Steps

#1 thru #4 Read Chapter 2 – and answers to Dropbox on Carmen! Submit a picture

SECTION II: Social Marketing Strategic Process

Sept 9 – Tuesday Lecture: Step #5: Audience Insights & Theories Read Chapter 8 Sept 11 – Thursday Lecture: Step #6: Positioning Read Chapter 9 Sept 16 – Tuesday Lecture: Step #7: Social Marketing – Product Read Chapter 10 Sept 18 – Thursday Lecture: Step #7: Social Marketing – Price Read Chapter 11 Sept 23 – Tuesday Lecture: Step #7: Social Marketing – Place Read Chapter 12 Sept 25 – Thursday Lecture: Step #7: Social Marketing – Promotion Read Chapter 13 Sept 30 – Tuesday Lecture: Step #7 and #8 – Selecting Channels &

Evaluation of Social Marketing Campaigns Read Chapter 14

SECTION III: Public Policy

Oct 2 – Thursday Lecture: Public Policy Intro and Marketing

Violators & Exam Review Policy Notes I Oct 7 – Tuesday Lecture: Advertising and Regulatory Practices Policy Notes II

Oct 9 – Thursday Association of Consumer Research Conference No Class!!! – Final Project Due!

Oct 14 – Tuesday Project Presentation Day Presentations!!!