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}.