Faculty of Liberal Arts and Professional Studies Department of Administrative Studies
COURSE: ADMS 4280 A
Scheduled Lectures: Wednesday, 7-10 pm
Professor: Dr. Tony Fattal
(no office: contract faculty member)
Telephone: (416) 464-2291
Examines issues of social responsibility in business and how marketing theory and techniques may be used to promote more environmentally and socially conscious business practices. Prerequisites: 1) For students in an Honours program, 72 credits, including AK/ADMS 2200 3.00 or AK/ADMS 3200 3.00 (prior to Summer 2005), or 2) other students, a grade of C+ or better in AK/ADMS 2200 3.00 or AK/ADMS 3200 3.00 (prior to Summer 2005). Course credit exclusion: None.
PREREQUISITE / CO-REQUISITE:
See Calendar Description above
REQUIRED COURSE TEXT / READINGS:
Social Marketing: Influencing Behaviors for Good, fourth edition.
Nancy R. Lee and Philip Kotler (2012)
An extract of the textbook’s Foreword:
What distinguishes this book from others is its excellent combination of the conceptual and practical. Its core includes careful definitions and frameworks. Its structure follows the classical approach to devising and launching effective social marketing campaigns. Perhaps its greatest value lies in the rich trove of examples checklists and warnings that provide both students and practitioners the kind of hands-on guidance they need to do social marketing well.
EXPANDED COURSE DESCRIPTION
Think of this course as a workshop for the preparation of a Social Marketing Plan. Each week we take a specific area of the marketing plan as it relates to social marketing, and with each other as resources, work with a series of theories, questions, charts, diagrams, tables to focus on the specifics of your social issue. The approach will be learner-centred and involve a high degree of learner participation, so you can influence the issues that we consider. They can include many topics over and above those that were highlighted in the concise, official course description and be applied to in government and other parts of our society rather than simply the business sector.
You also must be prepared to participate in the class discussions and the Team Project.
NOTE: If you cannot maintain regular access to the discussion group for and contribute to your group's project, this course may not be the right one for you to take. You cannot do the project alone.
Experiential Education (EE) course has been re-introduced into this course and available project(s) for group work will be presented by the instructor and/or an executive from the collaborating organization(s). If you do not wish your group work to be EE in nature, you can opt to work on these or other (self-selected) projects in a non-EE manner, that is, without any involvement of an organization. If there are both EE and non-EE student teams in a class, the instructor will take great care that the total workload and the grade opportunities for both types of group work are the same. Students working with an organization on an EE project will have to sign a confidentiality and copyright form
Some Topics used for Academic Social Marketing Plans by Previous Groups of Students in This Course
Marketing of environmental issues to business - convincing them it's serious
Green Marketing, including riding the bandwagon of green marketing and abuse by corporations
Marketing of eco-tourism: green effort or exploitation?
Teaching environmental issues to children
The efficacy of fear appeals
The role and responsibility of top management in environmental decisions
Governmental versus self regulation
Selling business on the environment: What's the bottom line?
Marketing and Native communities
Health care issues - AIDS, Mammography, hospital versus home