Course in Social & Political Marketing 2006/7 – Homework 3
Topic 3 – MINDTREK – Researching the social & political arenas [21.11, 28.11.06]
1. Assignment – Due 19.12.05
1.1. You are appointed as marketing communications director for an Israeli NGO of your choice. Your first task is to conduct a SWOT analysis of the organization (the first in several years). Many of the board members, directors, employees and volunteers do not accept marketing as eligible tool for an NGO. You have to overcome their emotional blocks, avoid an inter-organizational crisis and prove that you are bringing vivid and effective tools to the NGO. Write a 1000 word marketing research policy paper proposition based on the MINDSPACE, MINDTREK and Social Marketing frameworks.
1.2. Sources – www; quote references with site details.
1.3. Delivery – on paper and PDF/word-file on date.
1.4. Performance – Solo.
2. Text, Readings, Materials
2.1. Required Reading
Chapter 4 – Determining research needs and resources, pgs 73-89;
Chapter 5 – Mapping the internal and external environments, pgs 91-108;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
2.2. Recommended Reading
2.2.1. Chapter 4 – Political research: Digging up the dirt, pgs 59-86;
Chapter 5 – Testing public opinion, pgs 87-114;
No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}; Source: Library.
2.2.2. Chapter 2 – Where could your business get tripped up? pgs 41-75;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
2.2.3. Chapter 3 – ALT. Everything, pgs 63-85;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
2.2.4. Chapter 4 – The power of context (part one), pgs 133-168;
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}; Source: Library.
2.2.5. Chapter 5 – Clinton: The man who broke the spinning wheel, pgs 89-103;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
2.2.6. Topic 3 – The Anholt-GMI Nation Brands Index/ II, 2005;
Source: Course website – Articles.
2.2.7. Topic 3 – Get Creative!/ BusinessWeek, 1.8.2005;
Source: Course website – Articles.
Monday, December 11, 2006
Policy Paper #2
Course in Social & Political Marketing 2006/7 – Homework 2
Topic 2 – The IDEA Battle zone - MINDSPACE [31.10, 7.11, 14.11.2006]
1. Assignments
1.1. [Due 21.11.05] The state of Israel is in a midst of a set of leadership scandals: sex allegations against top officials; the government, IDF and security establishment to be scrutinized by an inquiry committee (due to outcome of second Lebanese war); Israeli businessmen categorized as wheeler-dealers and pursued by the FBI. You are requested by the Ministry of Foreign Affairs to write a 1000 word internal policy paper, on how to deal with the international press, saving Israel's face due to the situation, based on the tools of the MINDSPACE framework.
1.2. Sources – www; quote references with site details.
1.3. Delivery – on paper & PDF/word-file on date.
1.4. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
2.1.1. Chapter 2 – Outlining the strategic marketing planning process, pgs 29-46;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
2.1.2. MINDSPACE – The stream of consciousness/ R. Hassman/
Globes Brand Index 2005, pgs. 98-105; Source: Course website – Articles.
2.2. Recommended Reading
2.2.1. Chapter 2 – Running for office: Not for the faint of heart, pgs 15-33;
No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}; Source: Library.
2.2.2. Chapter 2 – How places market themselves, pgs 21-45;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 1 – Crisis management and the crisis counselor, pgs 17-39;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
2.2.4. Chapter 3 – Communication clutter and expert consumers, pgs 19-25;
Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}; Source: Library.
2.2.5. Chapter 7 – Facing the British in India, pgs 101-115;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.6. Chapter 1 – New branded world, pgs 3-26;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
2.2.7. Chapter 1 – The three rules of epidemics, pgs 15-29;
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}; Source: Library.
2.2.8. Chapter 1 – The best possible light, pgs 1-23;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
2.2.9. Topic 2 – Editor's forward to the first issue/ Simon Anholt/ Place Branding,
vol 1, 1, 4-11, November 2004; Source: Course website – Articles.
2.2.10. Topic 2 – The Vanishing Mass Market/ BusinessWeek, 12.7.2004;
Source: Course website – Articles.
Topic 2 – The IDEA Battle zone - MINDSPACE [31.10, 7.11, 14.11.2006]
1. Assignments
1.1. [Due 21.11.05] The state of Israel is in a midst of a set of leadership scandals: sex allegations against top officials; the government, IDF and security establishment to be scrutinized by an inquiry committee (due to outcome of second Lebanese war); Israeli businessmen categorized as wheeler-dealers and pursued by the FBI. You are requested by the Ministry of Foreign Affairs to write a 1000 word internal policy paper, on how to deal with the international press, saving Israel's face due to the situation, based on the tools of the MINDSPACE framework.
1.2. Sources – www; quote references with site details.
1.3. Delivery – on paper & PDF/word-file on date.
1.4. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
2.1.1. Chapter 2 – Outlining the strategic marketing planning process, pgs 29-46;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
2.1.2. MINDSPACE – The stream of consciousness/ R. Hassman/
Globes Brand Index 2005, pgs. 98-105; Source: Course website – Articles.
2.2. Recommended Reading
2.2.1. Chapter 2 – Running for office: Not for the faint of heart, pgs 15-33;
No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}; Source: Library.
2.2.2. Chapter 2 – How places market themselves, pgs 21-45;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 1 – Crisis management and the crisis counselor, pgs 17-39;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
2.2.4. Chapter 3 – Communication clutter and expert consumers, pgs 19-25;
Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}; Source: Library.
2.2.5. Chapter 7 – Facing the British in India, pgs 101-115;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.6. Chapter 1 – New branded world, pgs 3-26;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
2.2.7. Chapter 1 – The three rules of epidemics, pgs 15-29;
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}; Source: Library.
2.2.8. Chapter 1 – The best possible light, pgs 1-23;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
2.2.9. Topic 2 – Editor's forward to the first issue/ Simon Anholt/ Place Branding,
vol 1, 1, 4-11, November 2004; Source: Course website – Articles.
2.2.10. Topic 2 – The Vanishing Mass Market/ BusinessWeek, 12.7.2004;
Source: Course website – Articles.
Policy Paper #1
Course in Social & Political Marketing 2006/7 – Homework 1
Topic 1 - Basic Concept – IDEA Marketing versus Experience Marketing [7.11.06]
1. Assignment – Due 31.10.06
1.1. The essentials of writing a Policy Paper.
1.2. Read material on topic and comprehend tools.
1.3. All papers in the course will be written based on this framework.
1.4. Source – Class website (under policy paper writing button).
1.5. Report – List of resources read (minimum 5).
1.6. Delivery – on paper on date.
1.7. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
2.1.1. Chapter 1 – Defining social marketing, pgs 3-22;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/
SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5;
Source: Library
2.1.2. Topic 1 – Branding European Power/ Peter van Ham/ Place Branding;
{on nation branding}; Source: Course website – Articles.
2.2. Recommended Reading
2.2.1. Chapter 1 – Celebrity consultants and professionally driven campaigns,
pgs 3-13; No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}; Source: Library.
2.2.2. Chapter 1 – Places in trouble, pgs 1-20;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 1 – Crisis management and the crisis counselor, pgs 3-16;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
2.2.4. Chapter 1 – Cause related marketing defined, pgs 3-10;
Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}; Source: Library.
2.2.5. Preface by Eknath Easwaran, pgs IX-XXVI;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.6. Introduction – A web of brands, pgs XIII-XXVI;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
2.2.7. Topic 1 – Rebranding America/ Clay Risen/ Boston Globe, 13.3.2005;
{on nation branding}; Source: Course website – Articles.
2.2.8. Topic 1 – Evangelism/ BusinessWeek, 23.5.2005
{on social marketing}; Source: Course website – Articles.
Topic 1 - Basic Concept – IDEA Marketing versus Experience Marketing [7.11.06]
1. Assignment – Due 31.10.06
1.1. The essentials of writing a Policy Paper.
1.2. Read material on topic and comprehend tools.
1.3. All papers in the course will be written based on this framework.
1.4. Source – Class website (under policy paper writing button).
1.5. Report – List of resources read (minimum 5).
1.6. Delivery – on paper on date.
1.7. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
2.1.1. Chapter 1 – Defining social marketing, pgs 3-22;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/
SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5;
Source: Library
2.1.2. Topic 1 – Branding European Power/ Peter van Ham/ Place Branding;
{on nation branding}; Source: Course website – Articles.
2.2. Recommended Reading
2.2.1. Chapter 1 – Celebrity consultants and professionally driven campaigns,
pgs 3-13; No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}; Source: Library.
2.2.2. Chapter 1 – Places in trouble, pgs 1-20;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 1 – Crisis management and the crisis counselor, pgs 3-16;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
2.2.4. Chapter 1 – Cause related marketing defined, pgs 3-10;
Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}; Source: Library.
2.2.5. Preface by Eknath Easwaran, pgs IX-XXVI;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.6. Introduction – A web of brands, pgs XIII-XXVI;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
2.2.7. Topic 1 – Rebranding America/ Clay Risen/ Boston Globe, 13.3.2005;
{on nation branding}; Source: Course website – Articles.
2.2.8. Topic 1 – Evangelism/ BusinessWeek, 23.5.2005
{on social marketing}; Source: Course website – Articles.
Course Instructor
Rommey Hassman, MBA. Marketing communications strategist and consultant to leading officials, corporations and organizations in the government, non-government and business sectors in Israel. A graduate of the School of Economics (BA) and School of Business Administration at the Hebrew University (MBA). Holds a Diploma in Advertising from the International Advertising Association. Formerly the director of the strategic research & planning departments at Gitam/BBDO and Fogel-Levine/O&M advertising agencies. Coordinator of the advertising studies department at the Tel Aviv Business College. Secretary of the IAA Israel chapter. An officer in the Israel Defense Forces, served as a commander of a Hawk antiaircraft missile battery and as an instructor at the Israel Air Force Cadet Academy.
Course Syllabus
Course in Social & Political Marketing – Syllabus 2006-7
1. Course Info
1.1. Course No: 767
1.2. Credit Hours: 2
1.3. Prerequisites: Principles of Marketing Management
1.4. Classroom: A110
1.5. Days & Hours: Tuesday, 14:30-16:00
2. Instructor Info
2.1. Name: Rommey Hassman, MBA
2.4. Office hours: By request
2.5. Teaching assistant: Roy Shaposhnik, BA
2.5.3. Office hours: Tuesday, 16:15-17:15 (by prior appointment)
3. Text, Readings, Materials
3.1. Required Reading
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/
SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5
3.2. Recommended Reading
3.2.1. No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}
3.2.2. SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}
3.2.3. The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}
3.3. Conceptual Reading
3.3.1. The Art of Strategy [The Art of War/ Sun Tzu]/ R.L.Wing/ A Dolphin Book,
Doubleday, 1988/ ISBN 0-385-23784-7 {on strategy}
3.3.2. Alexander The Great's Art of Strategy/ Partha Bose/
Gotham Books, 2003/ ISBN 1-59240-06-X {on strategy}
3.3.3. Blue Ocean Strategy/ W.C. Kim, R. Mauborgne/ Harvard BSP, 2005/
ISBN 1-59139-619-0 {on strategy}
3.3.4. The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classics 2002/
ISBN 1-4000-3050-1 {on leadership}
3.3.5. The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}
3.3.6. How Brands Become Icons/ D.B. Holt/ Harvard BSP, 2004/
ISBN 1-57851-774-5 {on branding}
3.3.7. Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}
3.3.8. Corporate Social Responsibility/ P. Kotler, N. Lee/ J. Wiley, 2005/
ISBN 0-471-47611-0 {on social marketing}
3.3.9. Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}
3.3.10. SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}
3.3.11. NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}
4. Course Description
The course explores the new emerging field of marketing ideas – versus marketing commercial commodities, tangibles and non-tangibles – in the social, political and public arenas. At the beginning of the 21st century, The War of Ideas has become a major concern for governments, international organizations, global firms, NGO's, political parties, as well as social and resistance movements. Cutting edge concepts, theories, strategies, tools and case studies in changing social behavior, activism, cause-related marketing, running political campaigns, crisis management, nation-branding and public diplomacy will be examined. Our initial focus will be on how ideas and psychological behavior impact society and livelihood, then continue with in-depth analysis of factors influencing the modern marketplace, or in other words our mind and mindset. We will learn how to apply marketing tools to bring about change, and outline the strategic marketing planning process. Social and political marketing environments will be explored. Students will learn how to conduct research, map the environment and analyze trends. Additionally, the course will teach students how to establish target audiences, set objectives and goals, and select target markets. Setting a mission statement, understanding target audiences and competition are also part of the curriculum. Students will get a hands-on experience on developing social and political marketing strategies, branding, proposition design, estimating the cost of opinion and behavior change, making access convenient, and managing the communication process of integrated elements. The course will explore tools for managing social and political marketing campaigns, budget planning and funding. Finally, we will discuss how to apply such tools in the context of real-world breaking news topics.
5. Course Program & Schedule
5.1. Basic Concept – IDEA Marketing versus Experience Marketing
Commercial products/services (tangibles & non-tangibles) versus ideas; improving the quality of life; defining social-political-public marketing; influencing public beliefs, opinions & behavior; the theory – concise, on-the-move; the tools – changing social behavior, activism, corporate social responsibility, political campaigns, crisis management, nation branding; the stakeholders – consumer, economic powerhouses, the media, government & politics, NGO's; the idea marketing model – product = idea, price = cost, place = mind, promotion = communication; branding & ideas; the battle of ideas.
5.2. MINDSPACE - The IDEA Battle zone
The communication revolution and the consumer's consciousness; advertising – dead end; the competitive environment; the three dimensions of consciousness – virtual, real & factor X; the MINDSPACE – size, speed, processing, fluctuation, connectivity – holarchy & wetware, info gathering; marketing tools - spin, branding – essence versus logo, viral communications, the blockbusters' model – SWOT, target, block, buster; the MINDSPACE firewall; the communication message – logical, sensual, emotional; the communication implants – vision, mission, goal; the communication outcome – believe, dare, decide, do; creativity – music, entertainment, icons; marketing fields - crisis management, social marketing & activism, nation branding, direct access.
5.3. MINDTREK - Researching the Social & Political Arenas
The IDEA consumer – emotions, drives, knowledge; the conceptual age, left brain – right brain, high tech – high touch, the new age consumer, trend-spotting, futurology, scenarios; analyzing the marketing environment, designing the research project, mapping the internal & external environments – belief systems, economics, government, lifestyles, culture; evaluating the competition; weapons of modern campaigning - political research, testing public opinion.
5.4. MINDART - The ART of IDEA Marketing Strategy
Game theory, competitive strategy, marketing warfare, leadership – Alexander the Great; strategic diplomacy & politics, competitive forces. Co-optive strategic diplomacy – hard power versus soft power; Co-optive strategic politics – Mahatma Gandhi, co-optive leadership, blue ocean versus red ocean strategies. Vision building, Disney vision mantra, the mission statement; anti-globalization vision. Social strategy process – campaign purpose, target audience, evaluate & choose segment, behavior/knowledge/belief objectives. Case study in activism: Influencing government policy in Israel.
5.5. MINDBRAND – The ART of IDEA Branding
Branding stages – mindshare-emotional-viral-cultural-storytelling branding; the commodity threat, loss of trust; brand identity system, product levels, brand genetics & personality, identity implementation, managing brand systems, leveraging the brand, brand loyalty & equity, brand building; no space, no choice, no jobs, no logo; managing costs of behavior change; making access convenient; the nation brand & public diplomacy, place branding.
5.6. MINDCOM - Social & Political Integrated Marketing Communications
Communication clutter, the death of mass marketing, the webolution; advertising versus public relations; creating messages – design, story, symphony, empathy, play, meaning; selecting media channels; a successful campaign, the marketing program, the campaign budget, fundraising, implementation, logistics; viral communications, product placement, branded entertainment; the art of SPIN & ethical decisions; activism & struggle – anti-corporate, anti-global, social, health, environmental; crisis management, diplomacy & ER strategy; corporate social responsibility – cause promotions, cause-related marketing, corporate social marketing, corporate philanthropy, community volunteering, social responsible business practices; evaluating impact & outcome.
5.7. MINDTALK - Project Presentations
Students' final projects PowerPoint presentations.
6. Course Policies
6.1. Attendance, Participation & Obligations
6.1.1. Classroom participation - Free-zone thinking, debating.
6.1.2. Reading assignments – Theory & practice.
6.1.3. Written assignments.
6.1.4. Final project.
6.2. Written Assignments
6.2.1. Total – 5 assignments.
6.2.2. Obligation – 3 out of 5 on date.
6.2.3. Delivery – on paper & PDF/word-file on date.
6.2.4. Posted on class website.
6.2.5. Required reading; sources – library, class website, www.
6.2.6. Performance – solo.
6.2.7. Missed assignments – IDF reserves, personal crisis (!).
6.3. Final Project
6.3.1. Elements - Policy paper, PowerPoint presentation.
6.3.2. All elements obligatory.
6.3.3. Delivery – on paper & PDF/word-file on date.
6.3.4. Posted on class web-site.
6.3.5. Required reading; sources – library, class website, www.
6.3.6. Performance – group project 2/4 students.
6.4. Grading
6.4.1. Weekly assignments – 40%.
6.4.2. Final project – 40%.
6.4.3. Classroom Participation – 20% (attendance 10%; debating 10%).
6.4.4. Weekly assignments – extra obligation = high-end grading.
1. Course Info
1.1. Course No: 767
1.2. Credit Hours: 2
1.3. Prerequisites: Principles of Marketing Management
1.4. Classroom: A110
1.5. Days & Hours: Tuesday, 14:30-16:00
2. Instructor Info
2.1. Name: Rommey Hassman, MBA
2.4. Office hours: By request
2.5. Teaching assistant: Roy Shaposhnik, BA
2.5.3. Office hours: Tuesday, 16:15-17:15 (by prior appointment)
3. Text, Readings, Materials
3.1. Required Reading
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/
SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5
3.2. Recommended Reading
3.2.1. No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}
3.2.2. SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}
3.2.3. The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}
3.3. Conceptual Reading
3.3.1. The Art of Strategy [The Art of War/ Sun Tzu]/ R.L.Wing/ A Dolphin Book,
Doubleday, 1988/ ISBN 0-385-23784-7 {on strategy}
3.3.2. Alexander The Great's Art of Strategy/ Partha Bose/
Gotham Books, 2003/ ISBN 1-59240-06-X {on strategy}
3.3.3. Blue Ocean Strategy/ W.C. Kim, R. Mauborgne/ Harvard BSP, 2005/
ISBN 1-59139-619-0 {on strategy}
3.3.4. The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classics 2002/
ISBN 1-4000-3050-1 {on leadership}
3.3.5. The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}
3.3.6. How Brands Become Icons/ D.B. Holt/ Harvard BSP, 2004/
ISBN 1-57851-774-5 {on branding}
3.3.7. Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}
3.3.8. Corporate Social Responsibility/ P. Kotler, N. Lee/ J. Wiley, 2005/
ISBN 0-471-47611-0 {on social marketing}
3.3.9. Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}
3.3.10. SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}
3.3.11. NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}
4. Course Description
The course explores the new emerging field of marketing ideas – versus marketing commercial commodities, tangibles and non-tangibles – in the social, political and public arenas. At the beginning of the 21st century, The War of Ideas has become a major concern for governments, international organizations, global firms, NGO's, political parties, as well as social and resistance movements. Cutting edge concepts, theories, strategies, tools and case studies in changing social behavior, activism, cause-related marketing, running political campaigns, crisis management, nation-branding and public diplomacy will be examined. Our initial focus will be on how ideas and psychological behavior impact society and livelihood, then continue with in-depth analysis of factors influencing the modern marketplace, or in other words our mind and mindset. We will learn how to apply marketing tools to bring about change, and outline the strategic marketing planning process. Social and political marketing environments will be explored. Students will learn how to conduct research, map the environment and analyze trends. Additionally, the course will teach students how to establish target audiences, set objectives and goals, and select target markets. Setting a mission statement, understanding target audiences and competition are also part of the curriculum. Students will get a hands-on experience on developing social and political marketing strategies, branding, proposition design, estimating the cost of opinion and behavior change, making access convenient, and managing the communication process of integrated elements. The course will explore tools for managing social and political marketing campaigns, budget planning and funding. Finally, we will discuss how to apply such tools in the context of real-world breaking news topics.
5. Course Program & Schedule
5.1. Basic Concept – IDEA Marketing versus Experience Marketing
Commercial products/services (tangibles & non-tangibles) versus ideas; improving the quality of life; defining social-political-public marketing; influencing public beliefs, opinions & behavior; the theory – concise, on-the-move; the tools – changing social behavior, activism, corporate social responsibility, political campaigns, crisis management, nation branding; the stakeholders – consumer, economic powerhouses, the media, government & politics, NGO's; the idea marketing model – product = idea, price = cost, place = mind, promotion = communication; branding & ideas; the battle of ideas.
5.2. MINDSPACE - The IDEA Battle zone
The communication revolution and the consumer's consciousness; advertising – dead end; the competitive environment; the three dimensions of consciousness – virtual, real & factor X; the MINDSPACE – size, speed, processing, fluctuation, connectivity – holarchy & wetware, info gathering; marketing tools - spin, branding – essence versus logo, viral communications, the blockbusters' model – SWOT, target, block, buster; the MINDSPACE firewall; the communication message – logical, sensual, emotional; the communication implants – vision, mission, goal; the communication outcome – believe, dare, decide, do; creativity – music, entertainment, icons; marketing fields - crisis management, social marketing & activism, nation branding, direct access.
5.3. MINDTREK - Researching the Social & Political Arenas
The IDEA consumer – emotions, drives, knowledge; the conceptual age, left brain – right brain, high tech – high touch, the new age consumer, trend-spotting, futurology, scenarios; analyzing the marketing environment, designing the research project, mapping the internal & external environments – belief systems, economics, government, lifestyles, culture; evaluating the competition; weapons of modern campaigning - political research, testing public opinion.
5.4. MINDART - The ART of IDEA Marketing Strategy
Game theory, competitive strategy, marketing warfare, leadership – Alexander the Great; strategic diplomacy & politics, competitive forces. Co-optive strategic diplomacy – hard power versus soft power; Co-optive strategic politics – Mahatma Gandhi, co-optive leadership, blue ocean versus red ocean strategies. Vision building, Disney vision mantra, the mission statement; anti-globalization vision. Social strategy process – campaign purpose, target audience, evaluate & choose segment, behavior/knowledge/belief objectives. Case study in activism: Influencing government policy in Israel.
5.5. MINDBRAND – The ART of IDEA Branding
Branding stages – mindshare-emotional-viral-cultural-storytelling branding; the commodity threat, loss of trust; brand identity system, product levels, brand genetics & personality, identity implementation, managing brand systems, leveraging the brand, brand loyalty & equity, brand building; no space, no choice, no jobs, no logo; managing costs of behavior change; making access convenient; the nation brand & public diplomacy, place branding.
5.6. MINDCOM - Social & Political Integrated Marketing Communications
Communication clutter, the death of mass marketing, the webolution; advertising versus public relations; creating messages – design, story, symphony, empathy, play, meaning; selecting media channels; a successful campaign, the marketing program, the campaign budget, fundraising, implementation, logistics; viral communications, product placement, branded entertainment; the art of SPIN & ethical decisions; activism & struggle – anti-corporate, anti-global, social, health, environmental; crisis management, diplomacy & ER strategy; corporate social responsibility – cause promotions, cause-related marketing, corporate social marketing, corporate philanthropy, community volunteering, social responsible business practices; evaluating impact & outcome.
5.7. MINDTALK - Project Presentations
Students' final projects PowerPoint presentations.
6. Course Policies
6.1. Attendance, Participation & Obligations
6.1.1. Classroom participation - Free-zone thinking, debating.
6.1.2. Reading assignments – Theory & practice.
6.1.3. Written assignments.
6.1.4. Final project.
6.2. Written Assignments
6.2.1. Total – 5 assignments.
6.2.2. Obligation – 3 out of 5 on date.
6.2.3. Delivery – on paper & PDF/word-file on date.
6.2.4. Posted on class website.
6.2.5. Required reading; sources – library, class website, www.
6.2.6. Performance – solo.
6.2.7. Missed assignments – IDF reserves, personal crisis (!).
6.3. Final Project
6.3.1. Elements - Policy paper, PowerPoint presentation.
6.3.2. All elements obligatory.
6.3.3. Delivery – on paper & PDF/word-file on date.
6.3.4. Posted on class web-site.
6.3.5. Required reading; sources – library, class website, www.
6.3.6. Performance – group project 2/4 students.
6.4. Grading
6.4.1. Weekly assignments – 40%.
6.4.2. Final project – 40%.
6.4.3. Classroom Participation – 20% (attendance 10%; debating 10%).
6.4.4. Weekly assignments – extra obligation = high-end grading.
Course Synopsis
The course explores the new emerging field of marketing ideas – versus marketing commercial commodities, tangibles and non-tangibles – in the social, political and public arenas. At the beginning of the 21st century, The War of Ideas has become a major concern for governments, international organizations, global firms, NGO's, political parties, as well as social and resistance movements. Cutting edge concepts, theories, strategies, tools and case studies in changing social behavior, activism, cause-related marketing, running political campaigns, crisis management, nation-branding and public diplomacy will be examined. Our initial focus will be on how ideas and psychological behavior impact society and livelihood, then continue with in-depth analysis of factors influencing the modern marketplace, or in other words our mind and mindset. We will learn how to apply marketing tools to bring about change, and outline the strategic marketing planning process. Social and political marketing environments will be explored. Students will learn how to conduct research, map the environment and analyze trends. Additionally, the course will teach students how to establish target audiences, set objectives and goals, and select target markets. Setting a mission statement, understanding target audiences and competition are also part of the curriculum. Students will get a hands-on experience on developing social and political marketing strategies, branding, proposition design, estimating the cost of opinion and behavior change, making access convenient, and managing the communication process of integrated elements. The course will explore tools for managing social and political marketing campaigns, budget planning and funding. Finally, we will discuss how to apply such tools in the context of real-world breaking news topics.
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