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Spring Semester, 2015/2

Name of Course: Social and Political Marketing

Name of Instructor: Rommey Hassman

Email: rommey@mindspace.co.il

Cell: 052-2314465

Name of TA: Gitit Bar-on

Code of Course: 767

Type of Course: Elective, Semester-long Course (Specializations Studies)

Prerequisites: Principles of Marketing Management

Semester Hours (SH): 2

Place and Time: Thursday, 14:00 – 15:30

Classroom: PE 204

Course description: The course explores the new emerging field of marketing in the

social, political and public arenas. How to influence public opinion

and behavior on the local and global scale – The War of Ideas -

have become at the beginning of the 21st century a major concern

for governments, international organizations, global firms, NGO's

[non-government-organizations], political parties, social and

resistance movements. Cutting edge concepts, theories, strategies,

tools and case studies in marketing social behavior change,

activism, managing political campaigns, crisis management,

branding nations and managing public diplomacy will be

examined. We will first focus on defining ideas, behavior and their

impact on society and our livelihood. Comprehend the factors

influencing the modern marketplace – our minds. We will

illustrate how to apply marketing tools in bringing change.

Outline the strategic marketing planning process. Investigate the

social and political marketing environment. Establish target

audiences, objectives and goals – select target markets; set a

mission statement; understand the target audience and the

competition. Develop social and political marketing strategies –

build the brand, design the proposition, understand the cost of

opinion and behavior change, and manage the marketing process

of integrated elements. Assess the tools in managing social and

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political marketing campaigns – develop a plan; establish budgets

and recruit funding resources; sustain behavior and make ethical

decisions. Finally we will discuss how to apply the first-hand tools

on a practical news breaking topic.

Assignments and Requirements:

Students are expected to attend 100% of course lessons. Any unexcused absence

will result in deduction of final grade.

A student, who, for unjustified reasons, does not participate in a lesson, in the

amount exceeding twice of the total lectures held during the course throughout the

semester – shall not be eligible to receive a grade in the course and the student will

be required to retake the course including all that is involved (IDC Academic

regulations).

A student who, for justifiable reasons (see below), cannot attend a session of a

course must inform the instructor of this in writing, in advance if possible

(depending on the circumstances) and submit the appropriate explanations and

documentation.

A justified reason for absence is: 7 days of mourning over a first degree relative;

active military reserve duty; hospitalization in one of the wards which is not the

emergency room; childbirth; the student's marriage, on the day the student takes an

exam on the second or third exam dates, until the end of the exam, one date before

the exam day and on the day of the exam in an intensive course in which the exam

is given during the semester.

Students are required to be seated in class at the beginning of the lesson, on time.

Students are required to leave the classroom only when the instructor has finished

the lesson at the end of the class session.

Reading all requested items on time is mandatory.

Class discussions are a crucial element of the learning process. Students are

expected to take an active part of these discussions, and to enrich them by using

relevant examples from the reading materials, as well as from “real life”.

Students are most welcomed to contact course instructor and/or teaching assistant.

Please let him or her know if you have any relevant problems and/or special needs.

Plagiarism is unacceptable under all circumstances.

In addition to class attendance and participation, students will present one final

project.

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Composition of Course Grade: 20% class attendance and participation

80% final project

Course Subjects:

Nation Marketing

The marketing communication revolution, Communicating via social media, IDEA

vers Experience Marketing – Political MarCom, Social Marcom, terminology; The

clash of civilizations, The war of ideas; The virtual world vers the real world,

Virtual world warfare, Public diplomacy, Nation branding; The Hasbara crisis,

World view of Israel; The Nation brand, What is a brand, The Nation brand model –

essence, personality, product, symbol, story, campaign; Nation brand portfolio

strategies; Soft power vers hard power, Doctrines, Ideology and motivation,

Management orientation, Competitive strategy, Competitive hierarchy of nations

model, Nation marketing communications management, Case study examples and

recommendations.

Social Marketing

Behavior change, activism, nation and corporate social responsibility; The social

brand – essence, personality, product, symbol, story, campaign; The Mahatma

Gandhi case study; The Reverend Dr. Martin Luther King Jr. case study; Vision

building, The mission statement, effective vision; Social strategy process,

Competitive social strategy; Case study in political activism – strategy, action,

outcome.

Political Marketing

Idea game theory, Art of spin, Competitive strategy, Political marketing warfare,

Opposition research; The blockbusters’ model, Crisis management, Political

marketing campaign; Rational (info) vers sensual (lust, instinct, craving), vers

emotional (love, hope, joy, fear) message; MarCom tools – advertising, public

relations, entertainment, event and direct marketing, personal selling, buzz

marketing, social media; campaign message strategy, creative brief, media strategy.

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Reading List:

Paragraphs and pages of reading list will be posted each week on class website.

Required Reading

The Israel Brand – Nation Marketing under constant conflict/

Rommey Hassman/ Tel Aviv University, 2008

{On nation marketing}

Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/

SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5

{On social marketing}

No Place for Amateurs/ Dennis Johnson/ Routledge, 2001/

ISBN 0-415-92836-2

{On political marketing}

Recommended Reading

SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/

ISBN 1-58648-225-4

{On public diplomacy}

The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/

ISBN 0-8092-2490-9

{On crisis management}

SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9

{On political marketing, PR & Spin}

Conceptual Reading

The Art of Strategy [The Art of War/ Sun Tzu]/ R.L.Wing/ A Dolphin Book,

Doubleday, 1988/ ISBN 0-385-23784-7

{On strategy}

Alexander the Great's Art of Strategy/ Partha Bose/

Gotham Books, 2003/ ISBN 1-59240-06-X

{On strategy}

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The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/

ISBN 0-316-31696-2

{On viral marketing}

How Brands Become Icons/ D.B. Holt/ Harvard BSP, 2004/

ISBN 1-57851-774-5

{On branding}

Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/

ISBN 074323636X

{On nation marketing}

Corporate Social Responsibility/ P. Kotler, N. Lee/ J. Wiley, 2005/

ISBN 0-471-47611-0

{On social marketing}