Carleton University

Communication Studies

Fall 2013
COMM 3301A
Communication and Social Marketing

Instructor:
David Hubka

Email:
david_hubka@carleton.ca

Office Hours:
T 4:30-5:30, River Bldg

Lectures:
T 18:05-20:55 Tory 340

Course Description:
Social Marketing: a process that uses marketing principles and techniques to influence target audience behaviours that will
benefit society as well as the individual. A practical and applied understanding of communications strategies that support
Social Marketing is balanced with current critiques of campaigns through concepts such as health and risk societies,
governance and biopower.
Course Format:
Course readings and lectures provide a review of the field, with an emphasis on historical trends in campaign themes,
varieties of persuasive appeals, ethical foundations and evaluation. Examples of social marketing campaigns along with
related published research are presented for analysis, exercises and examination purposes. In-class exercises reinforce
concepts through analysis of practical examples. Examination also requires that students study readings and review
presentation content independently.
Required Course Texts:
Kotler and Lee (2011) Social Marketing: Influencing Behaviours for Good. 4th ed. Sage: London.
Grading:
A+ 90-100
A 85-89
A- 80-84

B+ 77-79
B 73-76
B- 70-72

C+ 67-69
C 63-66
C- 60-62

D+ 57-59
D 53-56
D- 50-52

F 0-49

Course Requirements:
Mid-Term Exam (2 hrs)
In-Class Assignments
Paper
Final Exam (2 hrs)

25
20
25
30

October 15
(see schedule below)
Dec 9
Dec 11-22

Students must complete each of the course requirements in order to achieve a passing grade. Students are required to keep
a copy of papers and assignments submitted.
In-Class Assignments Five in-class assignments worth 4% of final grade each.
Paper Must be submitted at the Resource Centre by April 10th, 2013. Late will be penalised 10% per day. Papers more
than 5 days late without appropriate documentation will receive a grade of zero. Must be word-processed; 12 pt; APA
format, double-spaced; 1-inch margins; page numbered; no point form; no footnotes or endnotes; figures, tables in
appendix.
Mid-Term and Final Exam Multiple-choice format covers required readings and class presentations (see schedule below).
Submission and Return of Term Work:
Papers must be submitted to the Resource Centre. In-Class assignments must be submitted in class.
Student Conduct and Academic Regulations of the University:
Students are expected to be familiar with and abide by academic and conduct regulations of Carleton University.
Undergraduate students should consult the Academic Regulations listed in the Undergraduate Calendar, in particular those
dealing with Instructional Offenses and Offenses of Conduct (sections 14 and 15).

COMM 3301A - Hubka

Accommodations:
For Students with Disabilities: Students with disabilities requiring academic accommodations are encouraged to contact a
coordinator at the Paul Menton Centre to complete the necessary letters of accommodation. Then, make an appointment to
discuss your needs with the Instructor at least two weeks prior to the first in-class test. This is to ensure sufficient time to
make the necessary accommodation arrangement.
For Religious Obligations: Students requesting accommodation for religious observances should apply in writing to their
instructor for alternate dates. Such requests should be made during the first two weeks of class, or as soon as possible after
the need for accommodation is known to exist, but no later than two weeks before the compulsory event. Accommodation
is to be worked out directly and on an individual basis between the student and the instructor(s) involved. Instructors will
make accommodations in a way that avoids academic disadvantage to the student.
For Pregnancy: Pregnant students requiring accommodations are encouraged to contact an Equity Advisor in Equity
Services to complete a letter of accommodation. The student must then make an appointment to discuss her needs with the
instructor at least two weeks prior to the first academic event in which it is anticipated the accommodation will be required.
Plagiarism:
The Undergraduate Calendar defines plagiarism as: "to use and pass off as one's own idea or product, work of another
without expressly giving credit to another." The Graduate Calendar states that plagiarism has occurred when a student
either: (a) directly copies another's work without acknowledgment; or (b) closely paraphrases the equivalent of a short
paragraph or more without acknowledgment; or (c) borrows, without acknowledgment, any ideas in a clear and
recognizable form in such a way as to present them as the student's own thought, where such ideas, if they were the
student's own would contribute to the merit of his or her own work. Instructors who suspect plagiarism are required to
submit the paper and supporting documentation to the Departmental Chair who will refer the case to the Dean.
Oral Examination:
At the discretion of the instructor, students may be required to pass a brief oral examination on work submitted.
Duplicate Assignments:
It is not permitted to submit the same work in two or more courses
Tentative Schedule:
Sept 10
Sept 17
Sept 24
Oct 1
Oct 8
Oct 15
Oct 22
Oct 29
Nov 5
Nov 12
Nov 19
Nov 26
Dec 3
Dec 9
Dec 11-22

Introduction to SM; Keep America Beautiful (Ch1)

Civil Defence; Homeland Security (Ch2)
In-Class Exercise 1; Foucault; Ad Busters/Truth in Advertising; Smokey (Ch3; Ch4)
TV Soap; Tobacco; Drunk Driving; (Ch6; Ch7)
In-Class Exercise 2; Traffic Safety; Drugs; Anti-Texting (Ch8)
Mid-Term Exam (2 hrs; In-class; no lecture)
In-class Exercise 3; OHS; STDs; Sex Appeals (Ch19,10)
Fall break no classes
In-Class Exercise 4: Fear Appeals; Fitness (Ch12)
Guilt Appeals: Animal Protection; Anti-Doping (Ch 11)
In-Class Exercise 5; Gambling; Pandemic (Ch14)
Humour Appeals; Blood Donation; Bullying (Ch13)
Guns; Child Abuse; Child Labour; Evaluating SM; (Ch15,17)
All term work due at Resource Centre (no emailed papers)
Final Exam (2 hrs; location TBA)

The readings for each exam will include: Mid-Term (Chapters 1, 2, 3, 4, 6, 7, 8) Final Exam (9, 10, 11, 12, 13, 14, 15, 17).
The reading schedule above is meant to help students pace their readings, and may not directly reflect class content. Exam
format is multiple-choice. Exams are non-cumulative. Early planning for study is strongly encouraged.