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Graduate Course Proposal Form Submission Detail - PHC6460
Tracking Number - 2525

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Current Status: Approved, Permanent Archive - 2011-07-17
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):
Comments: to GC 6/1/11;GC approved 6/6/11; to USF system for concurrence 6/23/11; to SCNS 7/1/11. Approved eff 8/1/11

Detail Information

  1. Date & Time Submitted: 2011-03-31
  2. Department: Community and Family Health
  3. College: PH
  4. Budget Account Number:
  5. Contact Person: Carol Bryant
  6. Phone: 9746686
  7. Email:
  8. Prefix: PHC
  9. Number: 6460
  10. Full Title: Social Marketing Program Management
  11. Credit Hours: 3
  12. Section Type: C - Class Lecture (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: Y
  15. Are the credit hours variable?: N
  16. Is this course repeatable?:
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Social Marketing Prog Manageme
  19. Course Online?: O - Online (100% online)
  20. Percentage Online: 0
  21. Grading Option: R - Regular
  22. Prerequisites: PHC 6411; PHC 6705
  23. Corequisites:
  24. Course Description: Address the operational and planning issues associated with social marketing programs. Develop social marketing problem-solving, and planning skills. Topics include budgeting, branding, implementation, evaluation.

  25. Please briefly explain why it is necessary and/or desirable to add this course: Needed for program/concentration/certificate change
  26. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service? Estimated at 25 per year
  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? No
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) Five years experience using social marketing principles to design and implement program interventions
  29. Objectives: 1. Develop marketing management skills among public health professionals and graduate students

    2. Improve application of social marketing in public health/public health settings

    3. Foster more efficient use of resources among public health/public sector professionals using social marketing

    4. Codify key skills learned in prerequisite courses, PHC 6411 Introduction to Social Marketing &

    PHC 6705 Formative Research Methods in Social Marketing

    5. Establish systematic and strategic framework for developing and implementing public health/public sector behavior change initiatives

  30. Learning Outcomes: Upon completion of this course, the student will be able to:

    1. Solicit funds and other resources for social marketing programs

    2. Develop and manage budgets

    3. Translate a comprehensive strategy marketing plan into a sustainable implementation/management program;

    4. Select and coordinate the requisite organizations/staff and other support vendors (creative, research, training, media, production, distribution, etc) to develop marketing interventions, concepts and materials;

    5. Manage the processes for developing and testing program concepts, interventions, and marketing materials;

    6. Build and maintain partnerships with funders/client organizations. Coordinate the launch and implementation of comprehensive marketing programs;

    7. Understand the value of brands and brand management for social marketing sustainability.

    8. Understand ethical issues related to project/program management

  31. Major Topics: Major topics include budgeting, branding, implementation, evaluation.
  32. Textbooks: Kotler, P. & Lee, N.R. Program Implementation and Budgeting. In Kotler, P & Lee, N. R. Social Marketing: Influencing Behavior for Good, 3rd ed., Los Angeles, CA: SAGE Publications.

    Dwyer, J., Stanton, P., & Thiessen, V. (2004). Project Managment in Health and Community Services. London, UK: Routledge.

    Maddox, D. (1999). Budgeting for Not-for-profit Organizations. New York, NY: John Wiley & Sons. (selected chapters)

    Andreasen, A. (2001). Ethics in Social Marketing. Washington, D.C.: Georgetown University Press. (selected chapters)

    Andreasen, A. (2001). Social Marketing in the

  33. Course Readings, Online Resources, and Other Purchases: Additional research articles will be provided on Blackboard as supplemental readings
  34. Student Expectations/Requirements and Grading Policy: Course sections will combine didactic presentations with online group discussion and exercises. A semester long final project is required. Students are expected to read the assigned materials prior to each class so that they are prepared to participate. Students are also expected to complete homework assignments on time.

    1. Discussion board participation: 30 points

    2. Grant proposal: 10 pints

    3. Section 1 of project plan: timeline, deliverables, scope of work, vendors, communications, evaluation plans (10 points)

    4. Section 2 of project plan: human resource plan; GANTT chart; resources, performance measurement and contingency plan (10 points)

    5. Section 3 of project plan: monitoring and control; branding; sustainability (10 points)

    6. Completed project plan (20 points)

    7. Critique of other student plans (10 points)

  35. Assignments, Exams and Tests: Course Deliverables

    In addition to all assigned readings, all students are responsible for two core assignments during the semester; online comments and responses on course material, and a semester long planning/management final project, to be completed in staged increments throughout the semester.


    Students will participate in online discussions of course material. Cases will be required most weeks to both emphasize particular points of the lecture topic and to familiarize the student with real-life practice of social marketing. Each student is required to post comments weekly to each thread in the online discussion board and to respond to at least two comments submitted by fellow students. Comments and responses must be completed within the assignment period. Failure to do so will result in a zero for that section. Comments and responses will be assessed based on whether the student has provided an informed comment/response. This assessment is based on the instructor’s view of whether the student demonstrates a grasp of the material being covered in the respective section, and not on particular “right and wrong” comments or responses.

    Written assignments

    In each study section, students will deliver an assigned draft of one section of their final project, the project plan. The draft plan section requirements are described in the course syllabus outline section. In addition, each student will provide a short summary of the barriers that arose in completing that section of the plan, and the means used to overcome the barriers. This summary can also be used for the discussion board comments each student will be posting during each study section. Plan reports will be assessed based on whether the student has accurately described a respective planning activity and demonstrated an understanding of relationship to the previous planning step and to the next step.

    Examinations: There will be no examinations.

    Final Project

    All students will develop a project planning/management final project. The instructor will provide a “mock” social marketing plan (the Class Case), as the foundation for developing a project management plan. Each student will develop a plan independently. The project will be completed in staged increments throughout the semester, with supervision and mentoring from faculty. Plans will be submitted as a digital file. The completed paper is due at the end of the thirteenth week. The final two weeks of the semester will be dedicated exclusively to final production of plans. During that time each student will submit their plan to three classmates for peer review and comment. This plan development activity is designed to assist students to learn planning processes that can be generalized to real world environments and provide flexible, “doable” management approaches.

  36. Attendance Policy: Course Attendance at First Class Meeting – Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation – Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. It’s the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

  37. Policy on Make-up Work: Late assignments: All late assignments will be penalized a minimum of 2 points per day. Failure to complete any assignment will not constitute an excuse for being assigned an “I” grade in the course. Exceptions to this policy will be made only in the case of severe illness, documented family emergency, or similar problem.
  38. Program This Course Supports: Social Marketing in Public Health Certificate Program
  39. Course Concurrence Information:

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