General Information
Do you want to learn how to campaign for issues that benefit individuals, communities, and society? This subject introduces you to the principles of social marketing and how they are used by governments, non-governmental organisations and private actors to promote positive behaviour change. It explores a range of social marketing strategies and techniques for changing attitudes and behaviours, as well as the use of promotional communication and innovation to deliver goods, ideas, and service products for positive social outcomes. In addition to learning and applying social marketing skills, this subject also encourages you to develop a realistic and – at times – critical perspective on the increasing entanglement of commercial interests and the social good by critically evaluating concepts like Corporate Social Responsibility (CSR), brand activism and related private-sector approaches to changing peoples’ behaviour ‘for the better’.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT13-322 Subject title: Campaigning for Change Subject level: Undergraduate Semester/Year: September 2021 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Lecture: x12 (Total hours: 24) - Weekly Lecture
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is not sufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view the recordings of the weekly live sessions in order to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out of class work/personal study for this subject. This is intended as a general guide only for workload planning and more time may be required depending on factors such as the familiarity of the content. Please note: If you study on-campus, always bring your laptop to class. When you participate in the online sessions, always choose a private quiet place, with reliable internet and working microphone and camera, as you will use them regularly for class participation and activity. -
Resources
Prescribed resources: No Prescribed resources.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Class recordings: The primary workload items for this subject will be recorded for the purpose of revision.
These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision.
See the Recording policy for further details.
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | ADVT13-322 |
| Subject title: | Campaigning for Change |
| Subject level: | Undergraduate |
| Semester/Year: | September 2021 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is not sufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view the recordings of the weekly live sessions in order to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out of class work/personal study for this subject. This is intended as a general guide only for workload planning and more time may be required depending on factors such as the familiarity of the content. Please note: If you study on-campus, always bring your laptop to class. When you participate in the online sessions, always choose a private quiet place, with reliable internet and working microphone and camera, as you will use them regularly for class participation and activity. |
| Prescribed resources: | No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List. |
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
| Class recordings: | The primary workload items for this subject will be recorded for the purpose of revision. These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision. See the Recording policy for further details. |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Written Report Evaluation of social marketing practice(s). 40% Week 6 1,2,3 *Communication Plan Development and presentation of a social marketing campaign concept/plan. 40% Week 12 1,2,3,4 Essay Critical reflection 20% Week 13 3,4 - * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Written Report | Evaluation of social marketing practice(s). | 40% | Week 6 | 1,2,3 |
| *Communication Plan | Development and presentation of a social marketing campaign concept/plan. | 40% | Week 12 | 1,2,3,4 |
| Essay | Critical reflection | 20% | Week 13 | 3,4 |
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Introduction: What is social marketing?
The key principles of social marketing.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand the limits of marketing as a mechanism for social change.
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Social marketing and systems thinking.
Upstream, midstream, downstream: Exploring the scope of social marketing.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Changing human behaviour for the better: Psychological concepts.
Theories of individual-level decision making and how to apply them to behaviour change campaigns.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
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Changing human behaviour for the better: 'Nudging people'.
On the impact of the environment and how to 'nudge' people towards 'better' behaviours.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
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Changing human behaviour for the better: The power of social influence.
How to conceptualise social influence and how to apply it to behaviour change campaigns.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
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Developing a social marketing campaign: Defining the problem.
Developing your problem definition, intervention focus, and situation analysis.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Developing a social marketing campaign: Considering and applying the intervention mix.
The social marketing intervention mix in practice.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Brands, corporate social responsibility, and social marketing.
Exploring and critically evaluating brand activism and socially innovative advertising.
SLOs included
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Theories and principles of social advocacy.
What causes social change?
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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The practice of social advocacy.
How to campaign for social action.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Developing a campaign pitch.
Putting together your social marketing campaign pitch.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.
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Presenting a campaign.
Showcasing your creative work.
SLOs included
- Adapt the principles of commercial marketing and promotional communication to social change campaigns.
- Understand and apply behaviour change models, theories and frameworks to social problems.
- Critically evaluate the ethics of social marketing approaches and corporate social responsibility concepts and initiatives.
- Understand the limits of marketing as a mechanism for social change.