Social Marketing in Health ~ HSC 4950, Sec 14370 ~ 3 Semester Hours Tues, 11:45 a.m. 1:40 p.m.; Thurs, 11:45 a.m. 12:35 p.m. ~ FLG 245 Spring 2019 ~ University of Florida About this Course HSC 4950 is based on the use of marketing principles to develop social marketing strategies and programs to promote societal well-being. Thus, the course is designed to familiarize you with current theory and knowledge in the field of social marketing and to analyze the components and applications of marketing used for promoting health behavior change and behavior management strategies. Topics include: Determining Research Needs and Resources; Selecting Target Markets; Understanding the Target Audience and Competition; Determining the Product, Price, Place and Promotion of the Market Offering; Implementing and Evaluating Social Marketing Efforts; and Ethics in Social Marketing. Teaching Format All course sessions will endeavor to be highly interactive, with a mixture of lectures, class discussions, individual activities, and small-group work utilized to cover course content. In addition, a team-based learning approach will be employed to complete group projects. You should plan to attend all sessions because materials covered during lectures may appear on the exams. Ideally, you will come to class having completed the assigned readings and required assignments. But, if you have not gotten to your homework or readings, please attend class anyway. You also should be prepared to participate in the class discussions and activities. Professor / Contact Joy L. Rodgers, Ph.D., MCHES Email: rodgersj@ufl.edu* Office: FLG 71 Phone: 352-294-1807 *The best way to reach me is to use the Inbox tool in Canvas. Office hours: 1:30-5 p.m., Monday 8:30-10:30 a.m., Thursday Other times by appointment Textbooks / Resources Kotler, P. and Lee, N. (2016). Social Marketing: Influencing Behaviors for Good (5 th Edition). Sage: Thousand Oaks, CA. (Required) Course Objectives By the end of the course, you should be able to: Identify appropriate uses of social marketing in community health education. Discuss the use of social marketing to make public health interventions culturally sensitive and educational materials relevant for low-literacy, lowincome, minority, and other special populations. Identify appropriate methods for use in conducting social marketing research. Design a social marketing plan to ameliorate a public health problem. Analyze and critique current case studies in social marketing. Analyze and critique social marketing in peer-review literature. Understand the ethical principles that guide social marketing practice. This syllabus is your course contract with Dr. Rodgers. By remaining enrolled in the course, you indicate your understanding and acceptance of all policies as outlined. CDCynergy Social Marketing Edition: Your Guide to Audience-based Program Planning, version 2.0. (Available free online). Canvas access for course materials: elearning.ufl.edu Page 1 of 10
What You Can Do to Be Successful in HSC 4950 In understanding and performing the following actions, you can take ownership of your education and learning experience by: 1. Attending all class meetings. (See Attendance/Participation for more details.) 2. Planning to spend at least seven hours outside of class time each week on this course. Note: An end-ofterm group project is a requirement of this course. While some class time may be set aside for groups to work on their projects, you should plan to devote time outside of class for completion of the project. 3. Being an active participant in class discussions and activities. (This requires attendance at all class meetings.) 4. Completing readings before coming to class. As we engage in class discussions, you will want to be familiar with the material so that you may contribute to discussions. 5. Taking notes on each resource and referring to them when completing assignments and/or during class discussions. 6. Completing course assignments by due date indicated. 7. Checking course announcements on Canvas website and email (both ufl.edu and Canvas) for new postings and messages. 8. Monitoring your own progress through student records on Canvas website. 9. Informing me whenever a problem arises related to the class, whenever you feel the need to clarify questions, or whenever you desire to further explore topics of particular interest. 10. Meeting with me long before Finals Week to raise concerns about grades and progress in the course. Note: I am here to help you and I want to help. However, I cannot help if you do not give me an opportunity to do so. All students have 48 hours from release of grades on all assignments to review feedback and raise questions about grading. After the 48-hour review period, assignment grades become final and no further review will be given. 11. Respecting my viewpoints and contributions, as well as those of your fellow classmates. Attendance / Participation Attendance is the first requirement for successful completion of this class and the means to receive optimal benefit for your time and money. Please understand that no makeup is given for a missed in-class activity regardless of the reason the activity is missed. You will be held accountable for any information presented in class discussions, lectures, assignments and/or readings, whether you are physically present in class or not. If you need to be absent from class, you are responsible for first checking with your class peers about information and/or assignments discussed. If more information is needed about what was missed, please discuss with me during the next available office hours. Emails concerning missed information/assignments will not be responded to. Note: Although in-class activities may not be made up for any reason, your final grade will be adjusted and your final grade will not be affected if you provide a University-approved excuse for the absence and appropriate documentation within 48 hours of the missed activity. See next section on Allowable Late Assignments and Makeups. Allowable Late Assignments and Makeups All assignments both in class and outside of class should be submitted by or before the time and date listed in the Course Schedule. Nonetheless, I recognize that life happens and challenges may arise that prevent you from completing an assignment on time. In these rare instances, you may (no guarantee) be given an opportunity to submit after the deadline only after you provide an acceptable, University-approved reason Page 2 of 10
with proper documentation for missing the deadline. Among the reasons missed assignments may be considered excused by the University are the following: 1. Participation in an activity appearing on the University authorized list (appropriate documentation required, e.g., official letter on UF letterhead). 2. Death or major illness in a student s immediate family (appropriate documentation required, e.g., medical note or obituary). 3. Illness of you or a dependent family member (appropriate documentation required, e.g., doctor s note). 4. Participation in legal proceedings or administrative procedure that require a student s presence (appropriate documentation required). 5. Religious holy day. Note: You will be taken at your word on this. However, if I learn that you have abused this excuse, you will be subject to academic dishonesty policies per University regulations. Assigned Work You are expected to do your own original and best work. The grade received at the end of the semester is the one you have earned. No extra credit opportunities, additional assignments or opportunities to revise assignments will be provided. You should submit online assignments via the Canvas course website. I will collect in-class assignments. Late submissions will receive a zero (0) in the gradebook. Except for medical or immediate family emergencies, no makeups of assignments will be allowed. Proper documentation is required in the case of medical or family emergencies. Documentation should be given in a timely manner for consideration of makeups. Timely will be defined by the nature of the circumstances and the ability to obtain appropriate documentation given the circumstances. Note: See additional information in earlier Section titled: Allowable Late Assignments and Makeups. The following table gives a brief overview of assignments on which course grades will be determined: Breakdown of Assigned Work (Weighted Assignment Groups) Assignment Categories % of Final Grade Individual Assessments In-Class Activities and Participation 20% Discussion Leader 10% Exams (2) 30% Social Marketing Plan Team Project: Leadership (documented in written summary report) 5% Peer Assessment (documented in peer evaluation) 5% Total Individual Assessments 70% Group Assessments Social Marketing Plan Team Project: Oral Presentation to Client (PowerPoint) 15% Creative Brief for Client (two-page summary of Creative Design Strategies) 10% Draft Planning Worksheets (Steps 1-7) 5% Total Group Assessments 30% Page 3 of 10
Grading Scale Assignment of final course grades will be made on the scale that follows. No extra credit or points will be given in this course. This means that if, at the end of the term, your final course percentage totals 89.99999999, your grade equals a B+ for the semester. Final Grading Scale (Percentage) Letter Letter Letter Letter Percentage Percentage Percentage Grade Grade Grade Grade Percentage A 100.0-92.0 B+ 89.9-88.0 C+ 79.9-78.0 D+ 69.9-68.0 A- 91.9-90.0 B 87.9-82.0 C 77.9-72.0 D 67.9-62.0 B- 81.9-80.0 C- 71.9-70.0 D- 61.9-60.0 F 59.9 Note: If you have a very low grade but do not drop/withdraw from this course on or before April 12 and/or do not explain your situation to me, you will be given the failing grade, not an I (Incomplete). Grading Disputes If you believe an error has been made in grading, you should first review the assignment instructions and rubric carefully. Then, you should check relevant policies on the syllabus. If, after doing these two things, you still believe an error has been made, you should (1) state the problem in detail in writing and (2) follow up with me during office hours. Note: You are expected to review my feedback given on each assignment within 48 hours of the return of the assignment. If a grade input error occurs, you should notify me immediately. I will examine the Canvas grade to determine whether a calculation error has occurred. If an error occurred, the grade will be adjusted accordingly. Grade Adjustments It is unethical and in direct violation of the UF Student Honor Code to request an unjustifiable grade adjustment (UF Student Honor Code: Conspiracy to Commit Academic Dishonesty ). Examples of unjustifiable grade adjustments include requests for extra credit, to revise and resubmit assignments, and to round up grades. Under no circumstances will I ever round up a student s grade (an 89.99% is a B+), nor will I offer extra credit or allow an assignment do-over. If you have questions following the posting of final course grades at the end of the term, you should present your concerns in person or by phone, during Finals Week or at the beginning of the next semester, as appropriate. I will not respond to end-of-term emails requesting a review of assignment grades. Note: As stated earlier, you are expected to review each returned assignment immediately and bring any concerns to my attention within 48 hours of release of the returned assignments. No grades will be reviewed after that 48-hour period. Course Assignments and Assessments Detailed instructions for each course assignment are located under the Assignments tab on the Canvas course website. You should review all assignments as detailed on the Canvas website to ensure you understand all instructions and requirements for each assignment. If you have questions about any assignment, please, first, ask your question during our class meeting time so that everyone in the class may benefit from my response. Chances are that if you have a question, other members of the class likely will have the same question. If your Page 4 of 10
question cannot wait until our next class meeting, then, by all means, send me a message with your question. I will strive to answer promptly and alert the other class members of my response, as appropriate. What follows here are brief descriptions of course assignments and assessments for this term. 1. In-Class Activities and Participation (20% of final grade): In-class activities are designed to apply and/or reinforce skills and knowledge required of health educators working in the field of social marketing. This makes class attendance all the more important for mastery of course material. The points for in-class activities will vary, depending on the amount of work required for the completion of each activity. In-class activities may not be announced in advance nor can they be made up. If you are late to class and an activity has already been completed, you will not have the opportunity to make it up. The following rubric will be used as a guide in assigning Participation points: Performs exceptionally on in-class exercises, participates consistently, one to no absences and no late arrivals; 35 points Performs well on in-class exercises, participates when present, notifies the instructor of (unexcused) absences and late arrivals; 32-34 points Performs well on in-class exercises, sometimes participates, no absences and no late arrivals; 32-34 points Performance on in-class exercises could be improved, has participated but could be improved, often present and on time to class; 30-31 points Performance on in-class exercises needs improvement, minimal participation, few absences and few late arrivals; 30-31 points Performance on in-class exercises shows lack of preparation, participates when present, several (unexcused) absences and late arrivals; 28-29 points Performance on in-class exercises shows lack of preparation, does not participate much when present, several (unexcused) absences and frequent late arrivals; 26-27 points Displays clear lack of preparation or familiarity with course concepts, does not participate, several absences and too many late arrivals, has let the group down; 23-25 points Note: I will assign Participation points at the end of the term, based on my attendance and participation records. 2. Discussion Leader (10% of final grade): You are expected to lead a small-group discussion at least one time in the semester that relates to the reading(s) for the week. Specifically, you will ask discussion questions that apply (link) the reading(s) to material and concepts presented during the class lectures. The expectation is that you will engage your small group by asking thought-provoking questions, posing unique scenarios, and/or conducting activities. All class members are expected to have read the assigned article(s). Additionally, discussion group leaders are required to submit their discussion guides in advance via Canvas for approval. 3. Exams (30% of final grade): This course comprises two exams. Exam 1 will cover material presented in Chapters 1-8 of your textbook, as well as in class lectures. Exam 2 will cover Chapters 9-15 and class lecture materials. The exams may consist of essay, short-answer, matching, multiple-choice and/or true/false questions. Note: Except for medical or family emergencies, no makeups of exams are allowed. Any student with an acceptable excuse and appropriate documentation who misses a regularly scheduled exam will be given a cumulative makeup exam during Finals Week. The cumulative makeup exam may not be used to substitute for a low score on one of the regularly scheduled exams. The cumulative makeup exam Page 5 of 10
is strictly for those students with documented, approved absences for one of the two regularly scheduled exams. 4. Social Marketing Plan Team Project (40% of final grade): Grouped in teams of no more than five students each, you will create and develop an initial marketing plan that aims to address a health promotion need for a real client. Early in the semester, we will spend class time helping each other work out the background, purpose, and focus for our plans. Later, some class time will be provided for group work, but significant portions of this assignment will be completed outside of class. Note: Our client has offered to provide special training to help facilitate the development of your marketing plans. This special training will take place on a Saturday (see Course Schedule for date). If you are unable to attend the Saturday training session for whatever reason, you must notify me in advance so you can complete an alternative assignment. At five points in the semester your group should have a draft of your planning worksheets to share with me (see Course Schedule for due dates): Upon completion of background, purpose, and focus, and situation analysis (Steps 1 & 2) Upon completion of target audience and objectives (Steps 3 & 4) Upon completion of competition and positioning (Steps 5 & 6) Upon completion of product and price (Steps 7.1 & 7.2) Upon completion of place and promotion (Steps 7.3 & 7.4) At the end of the semester, each team will make a formal presentation of its work to the client and the class. This presentation will include a PowerPoint and a two-page written summary (i.e., Creative Brief) of your creative design that can be used by the client for promotional purposes (e.g., development of messages and logos or other promotional components, such as infographics). One grade will be given to all team members on the Oral Presentation, the Creative Brief (written summary), and the Draft Planning Worksheets. In addition to the group components of the Team Project, you will be assessed individually on the project in two ways: (1) My assessment of the quality of your contributions to the Team Project, based on your portion of the Oral Presentation and the written report given by each team of who contributed what to the final project. (2) Team member evaluations on measures of your work ethic and cooperation. Note: Specific examples should be used to support especially high or especially low evaluations of your fellow team members. Please keep notes throughout the semester of outstanding contributions and teamwork (or in some rare cases I hope poor effort or attitude). The group components of the Team Project account for 30% of your final grade, and the individual components, 10%. Note: The combination of individual and group assessments on the Team Project means that you may earn a higher or lower grade on your project than other members on your team. My rationale for doing this is to ensure that all team members pull their weight on the project and to reward those team members who make greater contributions. Page 6 of 10
Course Outline (as of Jan. 5, 2019)* *This is a general plan for the course. Deviation from the schedule is possible and will be announced by the instructor. Week Class Dates Content Readings Due Assignments Due 1 Jan. 8 Syllabus & Course Logistics Defining Social Marketing Text: Chs 1 & 2 Jan. 10 Planning Process 2 Jan. 15 Jan. 17* *No class meeting Step 1: Research Needs & Options Text: Ch 3 Project Team Formation, due by 11:55 p.m., Jan. 18 Sign up for discussion leading dates, due 11:55 p.m., Jan. 18 3 Jan. 22 Jan. 24* *No class meeting Jan. 26** Client Presentation (Jan. 22) **FTBSEP training/certification will take place on Jan. 26 (Saturday) in lieu of class meeting on Jan. 24. **If you are unable to attend the Saturday (Jan. 26) FTBSEP training/ certification, you must inform Dr. Rodgers beforehand to complete an alternative assignment. 4 Jan. 29 Jan. 31 Step 2: Situation Analysis Text: Ch 4 Readings: (1) Formative Research Discussion Guide 1 due by 11:55 p.m., Jan. 30 5 Feb. 5 Feb. 7 6 Feb. 12 Feb. 14 Step 3: Target Audience Text: Ch 5 Step 4: Objectives & Goals Text: Ch 6 Readings: (2) Audience Segmentation Discussion Guide 2 due by 11:55 p.m., Feb. 6 Project: Submit draft of Steps 1 & 2 (background purpose and scope and situation analysis), due by 11:55 p.m., Feb. 8 Page 7 of 10
Week Class Dates Content Readings Due Assignments Due 7 Feb. 19 Feb. 21 Step 5: Competition Text: Ch 7 Readings: (3) Competition Discussion Guide 3 due by 11:55 p.m., Feb. 20 Project: Submit draft of Steps 3 & 4 (target audience and goals and objectives), due by 11:55 p.m., Feb. 22 8 Feb. 26 Theoretical Frameworks Text: Ch 8 Exam 1, in class, Feb. 28 Feb. 28 Exam 1 Exam 1: Chs 1-8 & lecture materials 9 March 2-10 ~ NO CLASS ~ SPRING BREAK ~ ENJOY AND BE SAFE! 10 March 12 March 14 Step 6: Positioning Step 7.1: Product Text: Chs 9 & 10 Readings: (4) Positioning & (5) Product Discussion Guides 4 & 5 due by 11:55 p.m., March 13 11 March 19 March 21 Step 7.2: Price Text: Ch 11 Readings: (6) Price Discussion Guide 6 due by 11:55 p.m., March 20 Project: Submit draft of Steps 5 & 6 (competition and positioning), due by 11:55 p.m., March 22 12 March 26 March 28 Step 7.3: Place Text: Ch 12 Readings: (7) Place Discussion Guide 7 due by 11:55 p.m., March 27 Project: Submit draft of Steps 7.1 & 7.2 (product and price), due by 11:55 p.m., March 29 Page 8 of 10
Week Class Dates Content Readings Due Assignments Due 13 April 2 April 4 Step 7.4: Promotion: Messages Step 7.4: Promotion: Channels Text: Chs 13 & 14 Readings: (8) Promotion Discussion Guide 8 due by 11:55 p.m., April 3 Project: Submit draft of Steps 7.3 & 7.4 (place and promotion), due by 11:55 p.m., April 5 14 April 9 Step 10: Evaluation Text: Ch 15 Exam 2, in class, April 11 April 11 Exam 2 Exam 2: Chs 9-15 & lecture materials 15 April 16 April 18 Project Work Days (Group meetings with instructor) Group Work on Marketing plans Project groups will meet with instructor this week to finalize projects, prepare for presentations. 16 April 23 Marketing Plan Presentations PPT and Client Creative Brief due by 11:55 p.m., April 22 Team Contribution Summary* due at 11:45 a.m. (start of class), April 23 *must be signed by all team members Peer Evaluation due by 11:55 p.m., April 23 Course Evaluation* due by April 26 17 May 1 5:30-7:30 p.m. UF Finals Week Approved students who miss a regularly scheduled exam will take a cumulative makeup from 5:30-7:30 p.m., May 1. Course Evaluations: Feedback on the quality of instruction in this course may be given online at https://evaluations.ufl.edu. Evaluations are typically open during the last two or three weeks of the semester. Summary results of these assessments are available at https://evaluations.ufl.edu/results/. Page 9 of 10
Accommodating Students With Disabilities Students requesting accommodation for disabilities must first register with the Dean of Students Office (DSO) (http://www.dso.ufl.edu/drc/). The DSO will provide documentation to the student who must then give this documentation to the professor when requesting accommodation. Students must submit their documentation to the professor before turning in assignments or taking the exams. Accommodations are not retroactive; therefore, students should contact the DSO as soon as possible in the term for which they are seeking accommodations. Academic Misconduct Academic honesty and integrity are fundamental values of the University of Florida community. This means performing all academic work without plagiarism, cheating, lying, tampering, stealing, receiving unauthorized or illegitimate assistance from any other person, or using any source of information that is not common knowledge. All students are responsible for maintaining the highest standards of honesty and integrity in every phase of their academic careers. Academic dishonesty is taken seriously and the severest penalty possible will be pursued against suspected offenders. This course may use plagiarism prevention technology. Students may have the option of submitting papers online through a plagiarism prevention service or of allowing the professor to submit hard copies of their papers. The papers may be retained by the service for the sole purpose of checking for plagiarized content in future student submissions. To avoid misunderstandings, you should familiarize yourself with the University of Florida s Student Honor Code at https://sccr.dso.ufl.edu/policies/student-honor-code-student-conduct-code/. Help is Available For issues or technical difficulties with Canvas, contact the UF Help Desk at: Learning-support@ufl.edu 352-392-HELP (4357) https://lss.at.ufl.edu/help.shtml Any requests for makeups due to technical issues must be accompanied by the ticket number and the message resolution (email) received from LSS when the problem was reported. The ticket number will document the time and date of the problem. You must contact me within 24 hours of the technical difficulty if you wish to request a makeup. Other resources are available at http://www.distance.ufl.edu/getting-help for: Counseling and Wellness resources Disability resources Resources for handling student concerns and complaints Library Help Desk support Page 10 of 10