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Behaviour Change Marketing for Public and Non-Profit Organisations

  • Teacher(s):
  • Course given in: English
  • ECTS Credits:
  • Schedule: Autumn Semester 2018-2019, 2.0h. course (weekly average)
      WARNING :   this is an old version of the syllabus, old versions contain   OBSOLETE   data.
  •  séances
  • Related programmes:

 

Objectives

The objective of the course is for students to understand and know how to use behaviour change theories and marketing to contribute to solving social problems addressed by public and non-profit organisations. The course also train students to analyse and discuss research work and to plan behaviour change interventions.

At the end of the course, students should be able to:

  • Understand the different approaches to behaviour change and differentiate the social marketing approach from other approaches
  • Explain and discuss the main concepts used to change behaviours with a marketing approach
  • Plan a marketing intervention for public and non-profit organisations to effectively change the behaviours of their audience
  • Communicate an intervention plan and its justification in a persuasive manner
  • Understand and discuss scientific articles related to behaviour change with a marketing approach

Contents

Session 1: Introduction, defining the problem in terms of behaviour

Session 2: Understanding the audience to change its behaviour

Session 3: Behaviour change techniques that appeal to cognitions

Session 4: Behaviour change techniques that appeal to affective and automatic processes

Session 5: Behaviour change techniques that modify the environment

Session 6: Tactics

Session 7: Group work presentations

References

The mandatory articles will be available on Moodle.

Pre-requisites

Initial marketing course

Evaluation

First attempt

Exam:
Written 2h00 hours
Documentation:
Allowed
Calculator:
Not allowed
Evaluation:
  • Exam (open book) : 50%
  • Project presentation (by group): 10%
  • Project report (by group): 40%

The full content of the class is subject to evaluation, including readings, slides, in-class discussions, case studies, etc. Only the readings specifically tagged as optional in the calendar will not be evaluated.

The course documentation and students’ notes are allowed to the exam.

Retake

Exam:
Written 2h00 hours
Documentation:
Allowed
Calculator:
Not allowed
Evaluation:

In case of failure, students will retake an exam with the same material and rules. In the retake scenario, the exam accounts for 100% of the final grade.

The course documentation and students’ notes are allowed to the exam.



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