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.