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Special Sessions

Special Sessions


Creating and Accessing Value (Sunday, 15th July 2018)


Facilitator: Nick Goodwin






Ethics in Social Marketing (Sunday, 15th July 18)


Facilitators: Krzysztof Kubacki & Lynne Eagle KK.jpgLynne Eagle 1.jpg

This session will focus on reviewing past and current research into ethical challenges faced by Social Marketers and preferences for resources to support ethical decision making. It will then focus on critically reviewing draft terms of reference for a Social marketing Ethics Expert Panel (SMEEP) which, with the endorsement of the major Social Marketing organisations, will:

- Develop a set of key ethical principles which will provide foundation for a future social marketing code of conduct/ethics to guide effective and ethical practice in
   social marketing

- Make recommendations on the process of how social marketing organisations can develop a social marketing code of conduct/ethics

- Contribute to building the evidence-base for a future social marketing code of conduct/ethicsESMA LOGO ON WHITE.jpgISMA Logo.png



Synthesising Benchmarks and Planning Steps (Monday, 16th July 2018)


Facilitator: Sharyn Rundle-TheileSharyn Rundle-Thiele.jpg

Commercial marketing is centered on the consumer and is focused on delivering a competitive value offering that is superior in some way to the competition. Marketers seek to understand their target audience and their competitors before creating an offering to meet the target market’s needs and wants.  In 2002 Alan Andreasen outlined 6 key social marketing benchmarks stating that when 1 or more are used it is social marketing. Fast forward to 2018 and we know that change is more likely when more social marketing benchmarks are used. This workshop outlines the process and planning steps used by Social Marketing @ Griffith to deliver  behavioural change. 




Macro Social Marketing (Monday, 16th July 2018)


Facilitator: Joy Parkinson & Anne-Marie KennedyIMG_2780May Headshot.jpg

Macro-social marketing is the application of marketing for behaviour change at the up, mid and downstream levels in a co-ordinated effort to make systemic change. This is especially appropriate for wicked problems such as obesity, tobacco use, and environmental degradation. Such wicked problems have multiple intersecting causal factors perpetuating the issue and involve multiple stakeholders. It is exceedingly complicated to define the problems let alone identify which causes to intervene with and the best way to go about it. The complexity of all factors further means that there are myriad unintended consequences of intervening. This special session provides an insightful discussion of the varying views on macro level social marketing and systemic change from differing stakeholders. This, at times, controversial topic will be explored considering its positive and negative sides and the practical issues with its implementation.