Course in Social & Political Marketing – Final Project
1. Assignment
1.1. [Due 16.01.2007] Write a 3000 word Political Marketing policy paper, on the topic of re-branding and enhancing ISRAEL's image in the UK {Glocal Strategy}. Based on the MINDSPACE, MINDTREK, MINDART, MINDBRAND {Nation Branding Tool} and MINDCOM frameworks. Your team is representing a Brand consulting firm hoping to win a $5 million account with the Israeli Ministry of Foreign Affairs. Your policy paper is to be presented to a team of Israeli Government representatives – The Israeli Minister of Foreign Affairs {the direct addressee of your paper}, The Israeli Ambassador and consular officers to the UK {the Communications Attaché, Commercial Attaché, Tourism Attaché, Military Attaché, Agricultural Attaché and Cultural Attaché}. Communication officials from the Foreign, Industry & Commerce and Tourism Ministries and the IDF. Members of the local Israeli lobby and Jewish Community.
1.2. [Due 16.01.2007] Translate the essential elements of the policy paper into a 7 minute {exactly!} PowerPoint presentation; to be presented in class.
1.3. The Policy Paper is to be written in a policy paper format as discussed in Homework no. 1.
1.4. Delivery of policy paper – on paper and word-file on date.
1.5. Delivery of presentation – on paper and PowerPoint-file on date.
1.6. Performance – Workgroups of 3/4 Students.
1.7. [Due 26.12.2006] Present the names of the Students in your group. Delivery on paper in class and word-file by e-mail on date.
1.8. Requirements:
1.8.1. All students must participate in assignment.
1.8.2. All students must participate in presentations.
1.8.3. All students must attend class on 16.01.2007 ON TIME (!) at 14:30.
1.8.3.1. Students not attending will not receive final grade for course.
1.8.3.2. Class doors shut at 14:30 (no late attendees).
1.8.3.3. Recommendation – arrive at 14:15.
1.8.4. All Groups must organize the technical elements of their presentations by themselves.
1.8.4.1. Presentation on class computer (bring CD) or . . .
1.8.4.2. On personal laptop (check technical requirements).
1.9. Grading – 40% of total course grade.
2. Text, Readings, Materials
2.1. Required Reading
2.1.1. Final Project - It isn't enough to defend your position/ Haim Handwerker/ www.haaretz.com, 22/12/2005
Course website – Articles.
Monday, June 04, 2007
Policy Paper #6
Course in Social & Political Marketing – Readings 8
Topic 6 – MINDCOM – The ART of IDEA Communications [25.01.06]
1. Text, Readings, Materials
1.1. Required Reading
Chapter 12 – Promotion: Creating Messages, pgs 259-286;
Chapter 13 – Promotion: Selecting Media Channels, pgs 287-322;
Chapter 15 – Establishing Budgets and Finding Funding Sources, pgs 345-370;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
1.2. Recommended Reading
1.2.1. Chapter 7 – Distributing the Place's Image & Messages, pgs 162-193;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
1.2.2. Part V – Creating a CRM Campaign, pgs 141-226;
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.
1.2.3. Chapter 9 – Spinning to Sell a Product, pgs 176-201;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
1.2.4. Chapter 6 – What to Say and Do When a Crisis Strikes, pgs 141-156;
Chapter 9 – Communicating with the News Media, pgs 199-218;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
1.2.5. Chapter 4 – The Wielding Soft Power, pgs 99-125;
SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}; Source: Library.
1.2.6. Chapter 12 – Culture Jamming: Ads Under Attack, pgs 279-310;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
1.2.7. Topic 6 – Strengthening U.S. Public Diplomacy Requires Organization, Coordination, and Strategy/ S. Johnson, H. C. Dale, P. Cronin Ph.D./ The Heritage Foundation, no. 1875, August 5, 2005/
{on public diplomacy}; Source: Course Website.
1.2.8. Topic 6 - Spinning Russia/ Julian Evans/ Foreign Policy,
November 2005/ {on public diplomacy}; Source: Course Website.
1.2.9. Topic 6 - Love Those Boomers/ Louise Lee, with David Kiley/ BusinessWeek, October 24, 2005/ {on Marketing Communications};
Source: Course Website.
Topic 6 – MINDCOM – The ART of IDEA Communications [25.01.06]
1. Text, Readings, Materials
1.1. Required Reading
Chapter 12 – Promotion: Creating Messages, pgs 259-286;
Chapter 13 – Promotion: Selecting Media Channels, pgs 287-322;
Chapter 15 – Establishing Budgets and Finding Funding Sources, pgs 345-370;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
1.2. Recommended Reading
1.2.1. Chapter 7 – Distributing the Place's Image & Messages, pgs 162-193;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
1.2.2. Part V – Creating a CRM Campaign, pgs 141-226;
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.
1.2.3. Chapter 9 – Spinning to Sell a Product, pgs 176-201;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
1.2.4. Chapter 6 – What to Say and Do When a Crisis Strikes, pgs 141-156;
Chapter 9 – Communicating with the News Media, pgs 199-218;
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9 {on crisis management}; Source: Library.
1.2.5. Chapter 4 – The Wielding Soft Power, pgs 99-125;
SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}; Source: Library.
1.2.6. Chapter 12 – Culture Jamming: Ads Under Attack, pgs 279-310;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
1.2.7. Topic 6 – Strengthening U.S. Public Diplomacy Requires Organization, Coordination, and Strategy/ S. Johnson, H. C. Dale, P. Cronin Ph.D./ The Heritage Foundation, no. 1875, August 5, 2005/
{on public diplomacy}; Source: Course Website.
1.2.8. Topic 6 - Spinning Russia/ Julian Evans/ Foreign Policy,
November 2005/ {on public diplomacy}; Source: Course Website.
1.2.9. Topic 6 - Love Those Boomers/ Louise Lee, with David Kiley/ BusinessWeek, October 24, 2005/ {on Marketing Communications};
Source: Course Website.
Policy Paper #5
Course in Social & Political Marketing 2006/7 – Homework 5
Topic 5 – MINDBRAND – The ART of IDEA Branding [19.12, 26.12.07, 2.01.07]
1. Text, Readings, Materials
1.1. Required Reading
Chapter 9 – Product: Designing the Market Offering, pgs 189-212;
Chapter 10 – Price: Managing Costs of Behavior Change, pgs 213-236;
Chapter 11 – Place: Making Access Convenient, pgs 237-258;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
1.2. Recommended Reading
1.2.1. Chapter 14 - Setting the Product and Brand Strategy; Brand Decisions,
pgs 418-436; Marketing Management/ Philip Kotler/ Prentice Hall, 2003,
11th edition/ ISBN 0-13-033629-7 {on Branding} Source: Library.
1.2.2. Chapter 6 – Designing the Place's Image, pgs 139-161;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
1.2.3. Chapter 2 – The Commodity Threat & Importance of Loyalty, pgs 13-18;
Chapter 6 – Brands & Anthropomorphism in Branding, pgs 51-63;
Chapter 7 – Three Waves in Branding, pgs 64-87;
Chapter 8 – The Power of Belief Systems, pgs 88-95;
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.
1.2.4. Chapter 2 – The Brand Expands, pgs 27-61;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
1.2.5. Topic 5 – The 100 Top Brands/ BusinessWeek, Aug 1 2005;
Course website – Articles {on Brand Equity}.
1.2.6. Topic 5 - Israel Aims to Improve Its Public Image/ N. Popper/
Forward Oct 14, 2005; Course website – Articles {on Nation Branding}.
1.2.7. Topic 5 - I "Heart" Europe/ P. Van Ham/ Foreign Policy, Nov 2005;
Course website – Articles {on Nation Branding}.
Topic 5 – MINDBRAND – The ART of IDEA Branding [19.12, 26.12.07, 2.01.07]
1. Text, Readings, Materials
1.1. Required Reading
Chapter 9 – Product: Designing the Market Offering, pgs 189-212;
Chapter 10 – Price: Managing Costs of Behavior Change, pgs 213-236;
Chapter 11 – Place: Making Access Convenient, pgs 237-258;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
1.2. Recommended Reading
1.2.1. Chapter 14 - Setting the Product and Brand Strategy; Brand Decisions,
pgs 418-436; Marketing Management/ Philip Kotler/ Prentice Hall, 2003,
11th edition/ ISBN 0-13-033629-7 {on Branding} Source: Library.
1.2.2. Chapter 6 – Designing the Place's Image, pgs 139-161;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
1.2.3. Chapter 2 – The Commodity Threat & Importance of Loyalty, pgs 13-18;
Chapter 6 – Brands & Anthropomorphism in Branding, pgs 51-63;
Chapter 7 – Three Waves in Branding, pgs 64-87;
Chapter 8 – The Power of Belief Systems, pgs 88-95;
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.
1.2.4. Chapter 2 – The Brand Expands, pgs 27-61;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
1.2.5. Topic 5 – The 100 Top Brands/ BusinessWeek, Aug 1 2005;
Course website – Articles {on Brand Equity}.
1.2.6. Topic 5 - Israel Aims to Improve Its Public Image/ N. Popper/
Forward Oct 14, 2005; Course website – Articles {on Nation Branding}.
1.2.7. Topic 5 - I "Heart" Europe/ P. Van Ham/ Foreign Policy, Nov 2005;
Course website – Articles {on Nation Branding}.
Policy Paper #4
Course in Social & Political Marketing 2006/7 – Homework 4
Topic 4 – MINDART - The ART of IDEA Marketing Strategy [5.12, 12.12.05]
1. Assignments
1.1. [Due 2.01.2007] Write a 1000 word internal confidential policy paper to be presented before the next US Presidential elections 2008, discussing strategic communication recommendations on how your Presidential nominee of choice: (a) Hillary Clinton for the Democratic Party; (b) Rudy Giuliani (P) & Condelisa Rice (VP) for the GOP (Republican Party), plan to push the Israeli Government (PM of choice: Ehud Olmert, Ehud Barak, Benjamin Netanyahu, Avigdor Liberman) to give-up east Jerusalem (in reference to the Baker committee proposals of this week). The paper will be presented to the Israeli National Security Council. In the paper analyze the possible use of hard power and soft power political marketing strategies via the U.S., European and Israeli media against the state of Israel, based on the MINDSPACE and MINDART framework.
1.2. Delivery – on paper on date, PDF/word-file on hour and on date.
1.3. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
Chapter 6 – Selecting Target Markets, pgs 111-136;
Chapter 7 – Setting Objectives and Goals, pgs 137-160;
Chapter 8 – Understanding the Target Audience and Competition, pgs 161-188;
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 1 – The Changing Nature of Power, pgs 1-32;
SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}
2.2.2. Chapter 4 –Place Auditing and Strategic Market Planning Process, pgs 70-98;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 9 – Differentiating CRM from Charity Promotions, pgs 99-105;
Chapter 10 – The Nature of Giving, pgs 106-119;
Chapter 12 – Charity or Cause, pgs 128-140;
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.
2.2.4. Chapter 9 – Civil Disobedience, pgs 121-127;
Chapter 11 – Non-Violence, pgs 133-141;
Chapter 15 – Gandhi's Message to all Men, pgs 173-181;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.5. Chapter 2 – The Law of the few, pgs 30-88;
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}; Source: Library.
2.2.6. Chapter 7– President Bush: New Spinner in the White House, pgs 130-159;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
2.2.7. Topic 4 – Does Protest Need a New Vision/ Naomi Klein/ The New
Statesman, July 3 2000; Source: Course website – Articles;
{on anti-globalization}.
Topic 4 – MINDART - The ART of IDEA Marketing Strategy [5.12, 12.12.05]
1. Assignments
1.1. [Due 2.01.2007] Write a 1000 word internal confidential policy paper to be presented before the next US Presidential elections 2008, discussing strategic communication recommendations on how your Presidential nominee of choice: (a) Hillary Clinton for the Democratic Party; (b) Rudy Giuliani (P) & Condelisa Rice (VP) for the GOP (Republican Party), plan to push the Israeli Government (PM of choice: Ehud Olmert, Ehud Barak, Benjamin Netanyahu, Avigdor Liberman) to give-up east Jerusalem (in reference to the Baker committee proposals of this week). The paper will be presented to the Israeli National Security Council. In the paper analyze the possible use of hard power and soft power political marketing strategies via the U.S., European and Israeli media against the state of Israel, based on the MINDSPACE and MINDART framework.
1.2. Delivery – on paper on date, PDF/word-file on hour and on date.
1.3. Performance – solo.
2. Text, Readings, Materials
2.1. Required Reading
Chapter 6 – Selecting Target Markets, pgs 111-136;
Chapter 7 – Setting Objectives and Goals, pgs 137-160;
Chapter 8 – Understanding the Target Audience and Competition, pgs 161-188;
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 1 – The Changing Nature of Power, pgs 1-32;
SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4 {on public diplomacy}
2.2.2. Chapter 4 –Place Auditing and Strategic Market Planning Process, pgs 70-98;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
2.2.3. Chapter 9 – Differentiating CRM from Charity Promotions, pgs 99-105;
Chapter 10 – The Nature of Giving, pgs 106-119;
Chapter 12 – Charity or Cause, pgs 128-140;
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.
2.2.4. Chapter 9 – Civil Disobedience, pgs 121-127;
Chapter 11 – Non-Violence, pgs 133-141;
Chapter 15 – Gandhi's Message to all Men, pgs 173-181;
The Essential Gandhi/ Mahatma Gandhi/ Vintage Spiritual Classic 2002
ISBN 1-4000-3050-1 {on political marketing}; Source: Library.
2.2.5. Chapter 2 – The Law of the few, pgs 30-88;
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2 {on idea marketing}; Source: Library.
2.2.6. Chapter 7– President Bush: New Spinner in the White House, pgs 130-159;
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{on political marketing & PR Spin}; Source: Library.
2.2.7. Topic 4 – Does Protest Need a New Vision/ Naomi Klein/ The New
Statesman, July 3 2000; Source: Course website – Articles;
{on anti-globalization}.
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