Year
2024Credit points
10Campus offering
Prerequisites
NilIncompatible
MKTG650 Social Marketing in Health
Teaching organisation
150 hours over a twelve-week semester or equivalent study period
Unit rationale, description and aim
Marketing is a major driver of the value creation process in ongoing and entrepreneurial firms. To be effective as a marketer, students need knowledge, understanding, and skills in ethically managing the complex process of identifying customer problems, analysing market-related opportunities, and developing marketing strategies and tactics to reach an audience in different industries.
In this unit, students will learn key marketing concepts, including market orientation, customer acquisition, market offering and design, market environmental scanning, positioning, brand management and the customer experience. Students will examine the role of ethics, law and societal marketing in developing social understanding in a marketing context. Students will examine current marketing practices in a diverse range of marketing contexts. They will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This unit will provide students with the skills to effectively evaluate, manage, and design the marketing function and to contribute to a firm's future marketing direction through applying modern marketing thought.
The key purpose of this unit is to advance students' knowledge, understanding, and practical skills in managing the complex process of marketing value propositions in different industries and in analysing and suggesting solutions to complex problems in entrepreneurial marketing situations.
To successfully complete this unit, you will be able to demonstrate that you have achieved the learning outcomes (LO) detailed in the table below.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
| Learning Outcome Number | Learning Outcome Description | Relevant Graduate Capabilities |
|---|---|---|
| LO1 | Analyse marketing concepts, principles, and frameworks in a range of marketing contexts | GC1, GC7 |
| LO2 | Examine social and environmental responsibility, and legal challenges for professional marketing practice in a range of scenarios | GC2, GC9 |
| LO3 | Formulate competitive branding and marketing strategies for real world scenarios | GC3, GC8 |
| LO4 | Work collaboratively to analyse and solve real world marketing management problems | GC4, GC11 |
| LO5 | Critically reflect on the marketing skills required to solve complex marketing problems in diverse marketing contexts | GC7, GC8 |
Content
Topics covered:
• Marketing principles and theories.
• Marketing orientation, customer acquisition and market offering.
• Understanding markets and considering environmental issues.
• Understanding consumers and behaviours.
• Creating a competitive position; identifying competitive advantage and unique selling proposition.
• Communicating competitive position.
• Brand management (e.g., brand equity, brand identity and brand positioning)
• Customer experience (e.g., customer journey and touchpoints).
• Ethical considerations in marketing practices.
• Social responsibility and sustainability in marketing activities.
Learning and teaching strategy and rationale
This unit is offered in multiple modes to cater to the learning needs and preferences of a diverse range of participants and maximise effective participation for isolated and/ or marginalised groups. Students are able to attend the interactive online sessions or face to face sessions, engage in self-directed learning supported by online activities, readings, forum discussions, assignment preparation and complete authentic activities and assessments. The course delivery aims to support student paced learning in multimodal environments.
Attendance mode
Learning in this mode will require face-to-face attendance in specific physical location/s.
Students will have face-to-face interactions with lecturer(s) and/or industry practitioners to achieve the learning outcomes. This mode provides a 12-week window to students to gradually accumulate the required knowledge and skills and provides them with a chance to have face-to-face interaction with their peers and carry out practical group/in-class activities.
This unit uses an active learning approach to support students in the acquiring, assimilating and applying knowledge associated with managerial marketing and practice. Students can explore the essential knowledge underpinning marketing and develop knowledge through a series of on campus workshops and self-directed learning. Facilitated workshops are designed to support the construction and synthesis of knowledge and mastery of managerial marketing skills. This approach is designed to appeal to students with a preference for learning within a physical social environment and allows for essential skill development with expert support.
Multi-mode
This unit uses an active learning approach to support students in the exploration of the essential knowledge associated with managerial marketing and practice. Students are able to explore the essential knowledge underpinning marketing and develop knowledge in a series of intensive campus workshops supported by online activities and webinars. Students are required to attend the intensive facilitated workshops to participate in the construction and synthesis of this knowledge with other students to develop a level of understanding sufficient to develop mastery of managerial marketing and supplement these workshops with online content delivery. This approach is designed to appeal to students with a preference for learning within a physical social environment intensively and offers expert and blended learning supplements to the intensive workshops using online tools and knowledge checks. This blended learning approach allows flexibility for students and draws upon the opportunities of face to face social experiences for essential skill development with expert and online support.
Online mode
Learning in this mode does not require any physical campus attendance. The unit will be delivered virtually (online) by means of technology. Learning will have elements that are self-directed and self-paced. The unit will likely also require the use of online communication and collaboration tools to achieve interactions amongst students, and with the lecturer(s)/industry expert on a regular basis. Learning in this mode will be largely asynchronous ('anywhere, anytime learning'), but could also include synchronous events (e.g. live webinar).
This mode provides flexibility and does not need traveling to campus location. Through using online learning technologies and appropriate online platforms, students will be able to attend online classes and use pre-recorded material and carry out their assessment tasks remotely. This unit uses an active learning approach to support students in the exploration of the essential knowledge associated with managerial marketing and practice. Students can explore the essential knowledge underpinning marketing and develop knowledge in a series of online interactive lessons and modules Students are given the opportunity to attend facilitated synchronous online seminar classes with other students and participate in the construction and synthesis of knowledge developing their knowledge of managerial marketing. Students are required to participate in a series of on line interactive workshops which include activities, knowledge checks, discussion and interactive sessions. This approach allows flexibility for students and facilitates learning and participation for students unable to attend classes and with a preference for virtual learning.
ACU Online
This unit uses an active learning approach to support students in the exploration of knowledge essential to the discipline. Students are provided with choice and variety in how they learn. Students are encouraged to contribute to asynchronous weekly discussions. Active learning opportunities provide students with opportunities to practice and apply their learning in situations similar to their future professions. Activities encourage students to bring their own examples to demonstrate understanding, application and engage constructively with their peers. Students receive regular and timely feedback on their learning, which includes information on their progress.
Assessment strategy and rationale
A range of assessment procedures will be used to support the students progressive learning required to meet the unit learning outcomes and develop graduate attributes consistent with University assessment requirements. To pass this unit, students must demonstrate competence in all learning outcomes and achieve an aggregate mark of at least 50%. Students will be awarded a final graded result.
The assessment strategy used allows students to progressively develop knowledge and skills and mastery of marketing management. Students will complete a marketing analysis, a case report and a skills portfolio.
Overview of assessments
| Brief Description of Kind and Purpose of Assessment Tasks | Weighting | Learning Outcomes | Graduate Capabilities |
|---|---|---|---|
Assessment Task 1: Live Case Study Analysis (individual) (1500 words) Students will be provided with a case study involving a company in a specific industry facing marketing challenges. Students are required to identify the customer problem, analyse market-related opportunities, and develop marketing strategies and tactics to address the challenges. Students are required to justify their analysis and evaluations based on key marketing concepts such as market orientation, customer acquisition, positioning, and brand management while considering ethical and societal marketing principles in their proposed strategies. Submission Type: Individual Assessment Method: Analytical report Artefact: Written report | 30% | LO1, LO2 | GC1, GC2, GC7, GC9 |
Assessment Task 2: Marketing Plan Development (group) (2000 words) In this task, students will develop a marketing plan for a product or service in a chosen industry. They will analyse the market environment, define target segments, and craft a unique value proposition. Drawing from marketing mix techniques, they will design strategies for product/service development, pricing, distribution, and promotion. Tactics for customer acquisition, brand management, and enhancing customer experience will be outlined. Ethical marketing practices and sustainability considerations will be integrated throughout. The goal of this task is to create a plan that drives customer acquisition, fosters customer loyalty, and builds a strong product/service or a brand identity. Submission Type: Group Assessment Method: Written report Artefact: Written marketing plan | 30% | LO3, LO4 | GC3, GC4, GC8, GC11 |
Assessment Task 3: Research Report on Emerging Marketing Trends (individual, 2000 words) In this assessment task, students will conduct self-directed research and write a report on emerging marketing trends, including influencer marketing, content marketing, experiential marketing, digital marketing, and marketing analytics. They will analyse how these trends impact various industries and propose recommendations for firms to adjust their marketing strategies accordingly. The goal of this task is to help develop skills in researching, critically analysing trends, and crafting clear and persuasive recommendations. Submission Type: Individual Assessment Method: Report Artefact: Written Report | 40% | LO5 | GC7, GC8 |
Representative texts and references
Required Resources
This course will be supported by readings and activities
There is no required text
Recommended Support Resources
Armstrong, G., Denize, S., Volkov, M., Kotler, P., Ang, S.H., Love, A. Doherty, S. & van Esch, P. (2021). Principles of Marketing, 8th Edition, Pearson Australia.
Crawford, M and Di Benedetto, A (2021), New products management, Twelfth edition, McGraw-Hill Irwin, ISBN 978-1-260-57508-8
Hair, J. F., Harrison, D. E., & Ajjan, H. (2022). Essentials of marketing analytics. McGraw-Hill.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity, (Fifth Edition, Global Edition), Pearson.
Lee, N and Kotler, P (2020), Social Marketing: Behavior Change for Social Good, 6th Edition, SAGE Publication Inc, Los Angles.
Malhotra, Nunan and Birks (2017). Marketing research: An applied approach (5th edition). ISBN: 978129210312-9
Noor, S. Md, Styles, C., & Cowley, E. (2011). Chapter 2: Brand equity: Linking financial and customer perspectives. In Perspectives on brand management (1st ed, pp. 22-39). Tilde University Press.
Pallant (2016), SPSS Survival Manual, A Step-by-Step Guide to Data Analysis using IBM SPSS (6th Edition). ISBN: 9781760291952
Szmigin, I., & Piacentini, M., (2022). Consumer Behaviour. Third Edition. Oxford University Press: United Kingdom.
Weinreich, N.K. (2011), Hands-on Social Marketing: A step-by-step guide to designing change for good, 2nd Edition, SAGE Publications, Inc, Thousand Oaks, California.
Zeithaml, V. A., Bitner, M. J.,& Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (6th Ed.) Boston: McGraw-Hill/ Irwin
List of Journals for reading and reference:
Australasian Marketing Journal
European Journal of Marketing
International Journal of Marketing
Journal Business Research
Journal of Consumer Behaviour
Journal of Consumer Psychology
Journal of Consumer Research
Journal of Market Research
Journal of Marketing
Journal of Retailing
Journal of Retailing and Consumer Services
Psychology and Marketing