|
HU Credits:
3
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Business Administration
Semester:
2nd Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Dr. Tali Itkin
Coordinator Office Hours:
Tue 17:00-18:00 by appointment
Teaching Staff:
Dr. Tali Itkin-Webman
Course/Module description:
In the modern consumer society, social purposes are promoted through classical marketing mix tools, in the same way consumer products are marketed, yet fundamentally different.
Social Marketing, a field once was exclusively dominated by specialized organizations (governmental and NGOs), has spread to affect business organizations as well. The pre-assumption for business involvement in the social arena is that a stable community supports business and social investment is a wise marketing strategy for strengthening the business brand.
Course/Module aims:
Getting to know the NGO sector.
Providing current and advanced tools for conceptualization and analysis of social change activities.
Understanding the guidelines and tools for building the shared value for a business firm.
Providing basic capabilities to apply Social Marketing tools to behavior modification of employees in organizations as well as users of technological systems.
Getting to know advanced consumer behavior issues in Social Marketing and understanding the underlying behavioral mechanisms.
Learning outcomes - On successful completion of this module, students should be able to:
Implement social marketing analysis tools to behavior modification processes;
Evaluate social marketing orientation of NGOs;
Plan, perform and monitor effective CSR (Corporate Social Responsibility) programs;
Modify behavior of consumers, employees and users of complex systems through application of Social Marketing tools;
Be familiar with current literature.
Attendance requirements(%):
80%
Mandatory attendance in two guest lectures' class sessions. No absence will be permitted, unless under extremely exceptional circumstances.
Teaching arrangement and method of instruction:
Lectures and discussions.
Learning materials and forum discussions in the course' Moodle site are an integral part of the course.
Students are required to present a short review of 2-3 academic papers in a consumer behavior issue relevant to class discussions (teams of 3-4).
Course/Module Content:
Introduction to Social Marketing approach.
Identifying consumers and beneficiaries
Applying classical marketing mix into social change promotion
Unique components of the social marketing mix
Positioning of NGOs
Developing an effective marketing program to promote social change
Learning & behavior modification
Fear appeal- does it work?
Cognitive dissonance
Decision processes- implications for the promotion of pro-social behavior
Social dilemma- the conflict between individual & public goods
Social norms
Cause Marketing
Corporate Social Responsibility & strategic cooperation
Employee volunteering - where CSR and HR meet
Applying Social Marketing tools to behavior modification of employees in organizations and users of technological systems.
Concluding remarks & guidance towards final project
** 2-3 guest lectures will be integrated into the course meetings.
Required Reading:
Detailed in the Moodle syllabus.
Additional Reading Material:
Detailed in the Moodle syllabus.
Grading Scheme :
Essay / Project / Final Assignment / Home Exam / Referat 45 %
Presentation / Poster Presentation / Lecture/ Seminar / Pro-seminar / Research proposal 20 %
Active Participation / Team Assignment 10 %
Submission assignments during the semester: Exercises / Essays / Audits / Reports / Forum / Simulation / others 25 %
Additional information:
|
close