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.