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.