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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 NGO’s), 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 NGO’s;
• 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 NGO’s
• 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 / 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:
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