Document includes:
- all lectures
- readings for Principles and Practice of Social Marketing
- readings for Marketing Communications: A European Perspective
- GCS Guide 2014
- GCN 2011
- CASI Cards
- OASIS
- skills
- Theory and Research seminars
,Table of Contents
OVERVIEW ...................................................................................................................................................... 1
LECTURES WEEKS 1-7 ...................................................................................................................................... 1
LECTURE 1: INTRODUCTION AND CAMPAIGN PLANNING .................................................................................................. 1
LECTURE 2: BEHAVIOUR AND ENVIRONMENT ................................................................................................................ 1
LECTURE 3: BEHAVIOURAL THEORIES ........................................................................................................................... 2
LECTURE 4: SEGMENTATION, TARGETING AND COMMUNICATION OBJECTIVES ..................................................................... 3
LECTURE 5: BEHAVIOURAL DETERMINANTS AND COMMUNICATION TOOLS I ........................................................................ 6
LECTURE 6: BEHAVIOURAL DETERMINANTS AND COMMUNICATION TOOLS II ....................................................................... 8
LECTURE 7: BEHAVIOURAL DETERMINANTS AND COMMUNICATION TOOLS III ...................................................................... 9
PRINCIPLES AND PRACTICE OF SOCIAL MARKETING ...................................................................................... 11
WEEK 1 ............................................................................................................................................................... 11
WEEK 3 ............................................................................................................................................................... 12
WEEK 4 ............................................................................................................................................................... 12
WEEK 5,6 AND 7 ................................................................................................................................................... 14
WEEK 6 EXTRA ...................................................................................................................................................... 15
GCS GUIDE 2014............................................................................................................................................ 16
WEEK 1 ............................................................................................................................................................... 16
WEEK 2 ............................................................................................................................................................... 17
WEEK 5, 6 AND 7 .................................................................................................................................................. 17
GCN 2011 ...................................................................................................................................................... 19
WEEK 2 - 7........................................................................................................................................................... 19
MARKETING COMMUNICATIONS: A EUROPEAN PERSPECTIVE ...................................................................... 21
WEEK 3 ............................................................................................................................................................... 21
WEEK 4 ............................................................................................................................................................... 26
CASI CARDS................................................................................................................................................... 28
OASIS............................................................................................................................................................ 32
RESEARCH ..................................................................................................................................................... 33
LECTURE 1: INNOVATION PROCESS: INTRODUCTION AND ORIENTATION PHASE .................................................................. 33
LECTURE 2: DESIGN RESEARCH: THE RESEARCH IN DESIGN RESEARCH .............................................................................. 35
RESEARCH LECTURE 3: THE DESIGN IN DESIGN RESEARCH .............................................................................................. 36
SKILLS ........................................................................................................................................................... 37
ORIENTATION INTERVIEW ........................................................................................................................................ 37
ROLE OF CONSULTANT, BUSINESS ENGLISH AND CRITICAL SUMMARIES .............................................................................. 37
Chapter 2: Flawless Consulting ..................................................................................................................... 38
Critical summaries ........................................................................................................................................ 39
THEORY SEMINARS ....................................................................................................................................... 40
WEEK 2: BEHAVIOUR AND ENVIRONMENT .................................................................................................................. 40
RESEARCH SEMINAR ..................................................................................................................................... 41
WEEK 2: THE RESEARCH IN DESIGN RESEARCH.............................................................................................................. 41
Notes............................................................................................................................................................. 42
ENGLISH........................................................................................................................................................ 44
, Overview
CPD2 will be assessed by a closed book, open question exam containing both questions about research as
well as communication theory. The length of the exam is 3 hours. Communication theory is 50% and
Research also 50% of the exam.
The study material for communication theory is:
• Selected chapters from De Pelsmacker
• Additional theory per week
• All the general lectures, including the slides
• Seminars
Government Communication Service (2014). The Government Communication Service Guide to Communications
and behaviour change
- pp. 1- 8 paras 4 and 5, pp. 11., pp.12-16
Donovan, R., & Henley. N (2010). Principles and practice of social marketing : An international perspective,
Cambridge: University Press
- Chapter 5: Principles of communication and persuasion. pp. 88-90 and pp. 94-102, pp.102-103 (ELM),
pp.105-110, pp. 119-123
Donovan, R. & Henley, N. (2010). Principles and practice of social marketing: An international
perspective. Cambridge: University Press
- Chapter 10: Segmentation and targeting: pp. 252-268.
OASIS – A Guide to Campaign Planning.
Government Communication Network (2011) Communications and behaviour change
- p. 15-26 and pp. 23-27, pp 20-22, pp.30-33 and pp. 36-38, and 45-46 (audience insights)
De Pelsmacker, P., Geuens, M. & Bergh van den, J. (2018) Marketing communications: A European perspective.
Pearson, 2018
- Chapter 3: How marketing communications work. pp. 78-113.
- Chapter 4: Marketing communications planning. pp.125-144.
The study material for research is:
• All the general lectures, including the slides
• Seminars
• The two books on the literature list: Baarda, and Hanington
• The research design handbook
• (the research design handbook tries to link research concepts to sources to indicate to students
which concepts in Baarda, for example, they need to focus on)
, Lecture 2: Behaviour and Environment
Lectures Weeks 1-7
Lecture 1: Introduction and Campaign Planning Accountability – everything needs to be evidence-based
Campaign – a planned sequence of communications and interactions that uses a
compelling narrative over time to deliver a defined and measurable outcome.
Theories:
1. Behavioral Economics - the effects of psychological, cognitive, emotional,
cultural and social factors on the economic decisions of individuals and
institutions
2. Social Psychology - how other people’s presence, especially within a
group, can influence our intentions, attitudes, motivations and behavior.
3. Social Marketing Communication - marketing principles aimed at
changing behaviour.
Types of Campaigns
Behavioural change campaigns - Primary goal: behavioural change; Secondary Social environment – influences people’s behaviour ‘What others think of you’
goal: attitude change through social environment and Social norms:
Media Advocacy Campaigns – aim to change public policy rather than individual • Descriptive norms: we base our own behavior on how
behavior and to reach opinion leaders and policy makers other people act (what is)
Brand campaigns – aim for brand preference and behavioural change • Injunctive norms: the rules and regulations that tell us
what we should do (what ought to be) – more effective
due to social pressure
Local environment – if a local environment puts barriers in the way of a behavior,
it is unlikely that it will succeed. (close environment)
Wider environment – Economy, taxation, legislation, technology etc.
Contextual determinants – all that is/has been and will be communicated about
the issue (media and IPC)
Policy instruments to change behaviour (3Es)
Engineering: development of a technology or innovation
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Samhob. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.44. You're not tied to anything after your purchase.
