Course Specification

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T4 2022

Course Title:

Social Marketing

Course Code:

MA3114 Program: Bachelor

Department:

Marketing

College:

College of Business

Institution:

Umm Al Qura University

Version:

2

Last Revision Date:

3/3/2023

Course Specification

T-104

2022

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2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3 B. Course Learning Outcomes (CLOs), Teaching Strategies and

Assessment Methods 5

C. Course Content 6

D. Student Assessment Activities 6

E. Learning Resources and Facilities 7

1. References and Learning Resources 7

2. Required Facilities and Equipment 7

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G. Specification Approval Data 8

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3

A. General information about the course:

Course Identification

1. Credit hours:

2. Course type

a.

University

☐

College

☐

Department

☒

Track

☐

Others

☐ b. Required ☒ Elective☐

3. Level/year at which this course is offered: 7

4. Course general Description

This course emphasizes the high potential societal role of marketing. It introduces social marketing as the application of marketing concepts and other social change techniques to achieve both individual behavior changes and societal structural changes.

Similarly, the course addresses the unique challenges of using marketing concepts and practices as applied to nonprofit or hybrid organizations. Private and public sector firms increasingly use marketing strategies to engage their customers and stakeholders around social impact. To do so, managers need to understand how best to engage and influence customers and key stakeholders to behave in ways that promote positive social effects.

Topics include individual and collective behavioral change for accepting a new behavior, rejecting a potentially undesired behavior, modifying a current behavior and abandoning an old undesired behavior. Marketing planning, market research and branding for nonprofit or hybrid

organizations.

5. Pre-requirements for this course (if any):

Advertising Management Consumer Behavior

6. Co- requirements for this course (if any):

7. Course Main Objective(s)

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 24

2. E-learning 6

3. Hybrid

 Traditional classroom

(4)

4

No Mode of Instruction Contact Hours Percentage

 E-learning 4. Distance learning

2. Contact Hours

(based on the academic semester)

No

Activity Contact Hours

1. Lectures 24

2. Laboratory/Studio 6

3. Field 4. Tutorial 5. Others (specify)

Total

30

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5

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with program

Teaching Strategies

Assessment Methods 1.0 Knowledge and understanding

1.1

Interpret why behavior change is often difficult and understand the need to invest in long-term strategies

K1

Lecture, group discussions, case studies

Examinations, presentations

1.2

Utilize the relevant theoretical

frameworks available to social marketers to understand audience motivations and reasoning

K2

Lecture, group discussions, case studies

Examinations, presentations

Use the principles of marketing

communication and persuasion

mechanisms in order to effectively influence targeted audiences and achieve objectives

K3

Lectures &

Discussions

Quizzes/Exam s

…

Critique ways the effectiveness of campaigns can be measured and explain the difficulties that may be encountered

K4

Case studies &

Presentation

Critical Thinking Exercises &

Group Project

2.0 Skills 2.1

2.2

…

3.0 Values, autonomy, and responsibility 3.1

3.2 ...

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6 C. Course Content

No List of Topics Contact Hours

1. 1

Defining and Distinguishing Social Marketing

 10 steps in the social marketing planning process Determining research needs and options

3

2. 2 Choosing a social issue, purpose, and focus for your plan and conducting

a situation analysis 3

3 Segmenting, Evaluating and Selecting Target Audiences 3

4 Setting Behavior Objectives and Target Goals 3

5 Tapping behavior Change Theories, Models amd Frameworks 3

6 Crafting a desired positioning 1.5

7 Product: Creating a Product Platform 3

8 Price: Determining Monetary and Non monetary Incentives 3

9 Place: Making Access Convenient and Pleasant 3

10 Promotion: Deciding on Messages, Messengers, and Creative Strategies 3

11 Managing Social Marketing Programs 1.5

Total 30

D. Students Assessment Activities

No Assessment Activities *

Assessment timing (in week no)

Percentage of Total Assessment Score

1. Mid-term Exam 7^th 20

2. Final Exam 15^th 40

3. Assignments (1 and 2) Poster Presentation 8^th & 11th 30

... Attendance/ Participation 10

*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)

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7

E. Learning Resources and Facilities 1. References and Learning Resources

Essential References

Social Marketing: Changing Behaviors for Good, Forth Edition, Lee, N & Kotler, P ; Sage Publication; 2011

Supportive References

Kotler, P. and Lee, N. (2009), “Up and out of poverty: the social marketing solution”, Pearson Education, New Jersey. ISBN 978-0- 13- 714100-5.

Kotler, P., Kartajaya, H. and Setwan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. John Wiley & Sons,

New Jersey. ISBN 978-0-0470-59882-5.

Electronic Materials Other Learning Materials

2. Required Facilities and equipment

Items Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

Lecture room capacity: 30 seats

Technology equipment

(projector, smart board, software) Data show Other equipment

(depending on the nature of the specialty)

Laboratories equipped with pc and SPSS softaware

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys Effectiveness of students

assessment

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8

Assessment Areas/Issues Assessor Assessment Methods

Department and quality

committee Checking marking by the

students themselves if it’s possible

Using the help of other members in reviewing the assignments/exams

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

MARKETING DEPARTMENT

REFERENCE NO.

DATE

5/02/ 2023