Policy Paper #3

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.