Social & Non-Profit Marketing, MK316, B. Comm., 08/09
Social and Non-Profit Marketing
MK316
- Course Outline -
Objective
Lecturer(s)
Times
This course encourages you to consider the scope for marketing ideas and
techniques to effect social change. Marketing’s insights and technologies
can be applied equally well outside the market place to tackle such
behaviourally driven social problems as HIV/AIDS, traffic safety and global
warming. It provides practical hands-on civil engagement and service
learning, in collaboration with the Alzheimer Society of Ireland, and shows
that Marketing is a means of influencing our behaviour for the betterment of
the individual and society.
Name
Office
Ext
E-mail
Dr. Christine
Domegan
Room 334
Cairnes building
2730
christine.domegan@nui
galway.ie
Day
Time
Venue
Lectures:
Thursdays
3-5pm
Lecture Hall 2, St. Anthony’s
Tutorials:
Time and venue forthcoming
The class provides the opportunity for students to develop and demonstrate
knowledge, understanding and skills in the following areas:-
Overall
Learning
Outcomes
A. Knowledge Based Outcomes
After this course you will be able to:-
Learning Method

Express the role and function of Social
Marketing in bringing about social change.
L; C

L; CD; GS
Discuss the conceptual and methodological issues that
underlie the various stages of the Social
Marketing Planning process.
L; CD; GS; CA
Demonstrate an in-depth knowledge of the tools
and techniques in Social Marketing.
L; CD; CA.
Choose effective and efficient Social
Marketing strategies and interventions
appropriate to a given a certain set of circumstances.


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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
B. Skills Outcomes
You develop the ability to:
Write up a professional Social Marketing report.
L; CA

Present, in written form, your research ideas.
L; CD; CA; GS

Manage teamwork and time schedules.
L; CA;CA.

Be sensitive to the problems and challenges of doing L; GS; CA.
marketing in the non-profit domain.
C. Service Learning Outcomes
Service-learning is a structured learning experience that
empowers you to:
combine community service with reflection making the connection between practice and theory; L, CD, GS, CA
between service and academic coursework, thereby
developing critical thinking.

emphasises reciprocal learning – where we learn GS, CA
from each other and the traditional boundaries of
GS, CA
‘teacher’ and ‘student’ are consciously blurred.

discuss the context in which the service is provided, L, CD, CA
i.e., a post Celtic tiger economy and

appreciate the active role we can play being an
innovative, informed, active and participating
citizen in a developing knowledge based society.
Learning methods: Lecture (L), Class Discussions and exercises (CD);
Guest Speakers (GS) and Assignments (CA).
Format
Programme(s)
Weekly, the course comprises 2 lecture(s) plus class discussions, guest
lectures, tutorials, and in-class exercises.
B. Comm.
A course web is available at http://blackboard.nuigalway.ie
Course Material
Social Marketing Quarterly Journal http://www.socialmarketingquarterly.com/

Marks are allocated for this course :Assessment
(1)
(2)
(3)
A Social Marketing Plan Proposal
A Social Marketing Plan
Poster Showcase of Social Marketing Plan
5%
30%
5%
2
(4)
Social & Non-Profit Marketing, MK316, B. Comm., 08/09
Journal Reflection
10%
(5)
Written 2 hour Examination:
Total
50%
100%
Penalties
- All course assessments methods must be completed.
- All late assignments will incur a penalty of 50% per day.
Workload
- A minimum of 35% is required in the final written examination before
marks for continuous assessment can be included in the determination of the
overall mark for the subject.
Credit weighting:
5 ECT
Lecture hours:
24
Independent assignment work:
28
Independent study:
59
Journal Reflection
12
Examination:
2
Total Student Effort:
125 hours
Course Required Text
The required text book is “Social Marketing: Why Should the Devil have all the best tunes?” by
Gerard Hastings. (First Edition) 2007, Elsevier Butterworth-Heinemann. ISBN : 978-0-7506-8350-0.
It is available from the University Bookshop, NUI Galway.
(1) A Strategic Social Marketing Proposal
The Alzheimer Society of Ireland
Alzheimer House
43 Northumberland Avenue
Dun Laoghaire
Co Dublin
5%
Tel:
(01) 2846616
Fax:
(01) 2846030
E-mail: info@alzheimer.ie
Website: www.alzheimer.ie
National Helpline: 1 800 341 341
Background
The Alzheimer Society of Ireland (The Society) is the leading dementia specific service provider
in Ireland. The Society provides people with all forms of dementia, their families and carers with
information and support to maximise their quality of life and facilitate their continued
independent living within the community.
The Society’s network currently includes 22 branches, 6 regional offices, 33 Day Care Centres,
28 Home Care Programmes, 28 Carer Support Groups, 3 Social Clubs and one overnight Respite
Centre. The Society also operates the Alzheimer National Helpline Service offering information
and support to anyone affected by Alzheimer’s disease / dementia.
As the major dementia specific service provider in Ireland, The Society engages with over 300
volunteers and 3,000 members and employs over 700 full and part-time staff.
Dementia
Dementia is the umbrella term for a group of conditions that cause brain cells to die, leading to
the progressive deterioration in memory and the ability to carry out everyday activities such as
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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
washing, dressing, eating and completing complex tasks. Dementia may also affect a person’s
mood and personality. There are over 100 different types of dementia but Alzheimer’s disease
and Vascular dementia are the most common forms.
Approximately 40,000 people and 50,000 carers are living with and coping with Alzheimer’s /
dementia in Ireland. The risk of developing dementia increases with age with its prevalence
rising from approximately 1 % of people under 65 years to more than 25% in people over 80
years. As old age is the largest risk factor in developing the condition, estimates suggest that
104,000 people in Ireland will have dementia by 2036. Although rare, dementia can occur in
people in their 40’s and 50’s.
Recent research by the Alzheimer Society of Ireland indicates that stigma or its components are
experienced by many people living with dementia and their carers/families. It also finds that
dementia related stigma has the potential to be damaging to those affected including carers /
family members. Negative public images, terms and stereotypes of dementia; the double
whammy of ageism and dementia; inhumane treatment of persons with dementia and their
carers/family; and the intense emotional impact of receiving a diagnosis and learning to live with
dementia in our current culture have all been identified as areas needing further exploration in
relation to dementia stigma within the context of planning, future policymaking, information
provision and communication.
Anecdotal evidence suggests that older people themselves (65+) can hold the strongest and most
negative stereotypes and images of Alzheimer’s disease and dementia. This seems particularly
true where there is not a close family link to someone with dementia and poses serious
challenges to the Alzheimer Society, healthcare professionals, policy makers, and government in
building awareness and understanding of dementia in this vital target group; in promoting early
action to enable earlier diagnosis (for self or loved one); facilitating early contact with the
Alzheimer Society of Ireland and other relevant healthcare professionals to access appropriate
supports and services; in mobilisation of older voters and campaigners to influence dementia
policymaking (Dementia Manifesto); and in communicating more meaningfully with this target
group on all the items above.
Changing attitudes, beliefs and behaviours in the 65+ age group and understanding why and how
the underlying problems exist are important research areas for the Alzheimer Society of Ireland.
Increased understanding of the issues, experiences and prejudices of this group, and their origins,
will be critical in establishing new and improving existing channels of engagement amongst a
cohort that may in the near future be impacted upon by this devastating condition.
With our greater understanding for dementia in recent years and of its impact on the person and
their family, the focus of dementia care has shifted from a medical model approach to a more
specialist, socially focused, person-centred, rights-based focus. Changing the language used to
describe dementia, promoting a more normalised approach to imagery etc., the increasing
numbers of personal stories that are being covered by the media and the major TV/radio soaps
and dramas incorporating dementia storylines is slowly increasing awareness of the condition and
changing perceptions and behaviours but not fundamentally enough.
Social Marketing Challenge
Focus:
Well older people, over 65+, particularly those with no family member with
dementia and/or those with dementia related stigma.
Purpose:
To make older people more proactive in seeking help/medical advice if required.
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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
Assignment
Choose a target market with the focus above. In your 3 page proposal (max) indicate the target
group and specific behavioural change objectives you are setting for your group project and
Social Marketing plan. Follow the guidelines below for report writing and presentation.
The deadline date is October 2nd, 3pm in class
(2) A Social Marketing Plan for the Alzheimer’s Society of Ireland
30%
This part of the assessment comprises of a group written report on the Social Marketing Plan you
produced and presented in your working groups (of 3 Irish or 3 Irish + 1 Visiting). Please follow
these guidelines:
(1) Maximum length of 5,000 words, excluding title page, signed statement, and references.
Please give the word count on the title page.
(2) The title page should give all relevant details, such as assignment title, course, programme,
name, student identification number, date, and word count.
(3) The text is written with 1.5 spacing, in font size 12. Pages should be numbered. Sections
should be indicated by headings. Sections, subsections and text should be left and right
aligned.
(4) Include a reference list at the end of the essay using the Harvard style of referencing.
(5) No cover is required; it is sufficient to staple the assignment together.
(6) In addition, a signed statement should be included and stapled to the front of the assignment,
or incorporated in the title page.
(7) E-mail assignments to christine.domegan@nuigalway.ie in addition to submitting a hard
copy. The e-mailed assignment should be identical to the hard copy submitted.
(8) At the end of the assignment, please include your answers to Group Assessment Agenda
(given
below).
(9) The deadline date is Nov. 27th, 3pm in class.
Signed Statement
The following statement is to be included on a separate page and stapled on top of the title page,
or incorporated in the title page.
We/I have read the University’s code of practice on plagiarism. We/I hereby certify this material,
which We/I submit for assessment on the programme of study leading to the award of Bachelor of
Commerce is entirely our/my own work. It has not been taken from the work of others, except to
the extent that such work has been cited and acknowledged.
Student ID Number:
Name:
Signature:
Date:
Assignment Focus
The document should begin with an abstract outlining the key sections and themes to be
addressed in the plan. The plan should demonstrate clearly an understanding and knowledge of
key Social Marketing principles, presented and discussed in class.
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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
Marking Scheme
The group Social Marketing plan will be assessed according to:

Presentation (1/3): organisation, structure, flow, page numbering, and complete, accurate
referencing.

Review and Analysis (1/3): Review refers to the summary of the literature pertaining to
the topic and research question, whereas analysis refers to the arguments developed in
assessing the themes to be addressed in the thesis.

Persuasive Impact (1/3): Persuasive impact refers to the quality of the arguments given.
Writing Style
The aim is to communicate clearly, coherently and succinctly. Hence, the writing style should be
uncluttered and concise. Proof read carefully, as presentation is important. One way to proof
read is to read from right to left, from the bottom of the page to the top, i.e., going against what
you normally do. Another suggestion is to have someone else proof read the paper.
Referencing
Referencing is important as a means to:




Acknowledge the work of others
Lend support to arguments presented
Demonstrate knowledge and scope of the literature consulted
Give elliptical explanations (enthymemes) by referring to established concepts and
theories
Allow readers to trace arguments presented.
References should be used throughout the text, as appropriate, and listed alphabetically at the end
of the essay. The Harvard style of referencing is to be used in all written assignments and essays.
Please refer to: www.lmu.ac.uk/lss/ls/docs/harvfron.htm as a guide. If any questions arise
regarding referencing, please ask a member of staff. There is a guide to referencing on the library
website at http://www.library.nuigalway.ie/librarians/nursing/Citing_References.html . If you
cannot access this, you can get ‘Cite it Right’ in the library or from the University Bookshop.
Plagiarism
Just as scientists demand complete and accurate information about experiments so these
experiments may duplicated and verified; scholars and readers demand complete information so
they may check the use of sources and accuracy in reporting what others have said. In all
academic writing, complete citations must be given (e.g. author, title, source, page, date,
publication details) each time someone else’s ideas, words, unusual phrasing, or information is
used. When another person’s work is used, in any form, it must be referenced, either as a
source of thoughts or as a direct quotation.
It is the onus of the student to ensure written assignments are appropriately referenced. Three
steps are necessary to avoid any possible suggestion of plagiarism:(1) Always put quotation marks around someone else’s words and credit them to their source
in the reference, and give the page number of where the specific quotation may be found.
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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
(2) When borrowing the ideas of another writer, say this clearly. Borrowing ideas is a
perfectly acceptable aspect of academic work, provided appropriate acknowledgement is
made.
(3) Every reference cited in the text must appear in the list of references and must contain all
the data necessary for identification. All references should be complete to the extent that
if a reader wants to find a particular reference, they can do so easily. References are to be
listed alphabetically by author at the end of a written document. If there are two articles
by the same author, or authors, then these should be presented in ascending chronological
order of date of publication.
Group Assessment Agenda
At the end of the group Social Marketing plan, please attach a one page group assessment sheet
answering the following questions:
1. What do you honestly consider will be a fair grade for the work you are handing
in?
2. What do you think was the thing you did the best in this assignment?
3. What did you find the hardest part of this assignment?
4. If you had the chance to do this assignment again from scratch, what (if at all)
might you decide to go about it differently?
5. How difficult (or easy) did you find this project?
6. What was the most important thing you learnt about this subject through doing this
project?
7. What was the most important thing you learnt about yourself while doing this
assignment?
8. What do you think are the most important things I am looking for in this
assignment?
9. What is the worst paragraph of your report and why?
(3) Poster Showcase of Social Marketing Plan
5%
th
During class time, November 27 , 3-5pm each group will showcase an A4 poster of their plan to
the Alzheimer Society of Ireland and vested organisations, such as the HSE, media, CKI and
class mates.
(4) Journal Reflection
10%
Keeping a journal will be an important part of your learning experience. By having you think
about what you are doing and what you are learning from the experience, the writing of a journal
can increase the amount you actually learn. It can also make you aware of what you don’t know,
so that you can direct your efforts towards finding out more.
Instructions:
Do a journal entry each time you work on your project. Take a few minutes to make your entry or
do it within a few hours of your experience to facilitate making an accurate entry. Each journal
entry should include all of the following elements. Please clearly divide each entry into the
following categories.
1. Date and hours worked.
2. Objective Description of your experiences.
What happened? Write a factual account of the behaviours you observed that does
not include your opinion. Write at least 100 words.
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Social & Non-Profit Marketing, MK316, B. Comm., 08/09
3. Interpretation/Explanation.
Now try to understand the behaviours you described above in #2. Use principles
and concepts from the course reading material and lectures in making your
interpretations.
4. Personal Opinions/Feelings and Learning.
Thoughts/opinions. Interpret what you saw and heard today. What does it mean
to you? Feelings. Use emotion words (i.e., happy, surprised, frustrated) to describe
your feelings. What knowledge and/or skills did you acquire today? What did you
learn about yourself? What did you learn about others around you?
Please write clearly. Your journal provides important evidence of what you are learning from
your experience. Your journal is also a very important source of information for writing your
Final Project Report. Each session, beginning September 18th, a number of Journals will be
collected throughout the course – please ensure you bring your journal with you, failure to
do so incurs a penalty of 20%, if yours is selected for review.
(5) Written Examination
50%
The written exam for this course is a two hour paper, featuring 6 questions, with 3 required for
answering. The exam is theory based, requiring descriptive essay style answers that demonstrate
Social Marketing knowledge. You must pass the written paper to be credited with term work.
Course Timetable
Topic
Session
One
Sept., 11th
Introduction
Sept., 18th
Theoretical
Foundations
Main Point (s)
The course and the concept of Social Marketing.
Three behaviour change theories: Stages of Change; Social
Cognitive Theory and Exchange Theory.
Reading: Chapters 1 and 2 of the course text.
Spot inspection of journals.
Two
Sept., 25th
Oct., 2nd
Social
Marketing
Tools (1)
Guest speaker: Des Mulligan, Alzheimer Society of Ireland.
Strategic Planning
Students present their ideas for their marketing plans Strategic Social Marketing Proposal deadline Sept 25th
Reading: Chapter 3
Three
Oct., 9th
Four
Oct., 16th
Social
Marketing
Tools (2)
Social
Marketing
Tools (3)
Students present their ideas for their marketing plans Strategic Social Marketing Proposal deadline October 2nd
Segmentation and targeting; Setting objectives; Devising the
offering.
Reading: Chapter 4. Spot inspection of journals.
Social marketing communication, emotion and the limits of
fear, and Branding.
Reading: Chapter 5. Spot inspection of journals.
8
Oct., 23rd
Five
Oct., 30th
Six
Nov., 6th
Social & Non-Profit Marketing, MK316, B. Comm., 08/09
Addressing the Behaviour is not just determined by the individual, but also by
his or her environment.
Context
Building
Marketing
Relationships
Research
Reading: Chapters 6. Spot inspection of journals
Many behaviours take a long time to change and are
inextricably linked to lifestyle. This demands a broad and
strategic approach in social marketing.
Reading: Chapter 7. Spot inspection of journals.
Covers the particular challenges of conducting both
quantitative and qualitative research in a social marketing
setting.
Reading: Chapter 9. Spot inspection of journals.
Nov., 13th
Seven
Nov., 20h
Competition,
Competitive analysis is as valuable to social as commercial
marketers. Social marketers have to recognise that
commercial marketing can have a negative influence, as when
it is used by tobacco companies. Social marketing presents
particular ethical challenges.
Reading: Chapter 8. Spot inspection of journals.
Social marketers have to recognise that commercial marketing
Critical
Marketing and can have a negative influence, as when it is used by tobacco
companies. Social marketing presents particular ethical
Ethics
challenges.
Reading: Chapter 10. Spot inspection of journals.
Nov., 27th
Social
Marketing in
Practice
Showcase Presentations of Social Marketing Plans to the
Alzheimer Society of Ireland and vested organisations,
such as the HSE, media and CKI.
Refreshments and Prize ceremony.
Final Group Social Marketing plan due.
All journals due.
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