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An introduction to organizational behaviour and change management concepts - including group effects, motivators, and communication techniques - that can be used to facilitate organizational change, with a focus on energy management. John P. Kotter's eight-stage process to leading successful change is examined, along with the eight errors that are common to unsuccessful change efforts. Kotter's framework is further explored through the fable Our Iceberg is Melting which he co-wrote with Holger Rathgeber. Doug McKenzie-Mohr's community-based social marketing principles to foster sustainable behaviour change are probed and then applied to the development of a comprehensive behavioural change campaign on the topic of energy conservation or waste reduction.
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Upon successful completion of this course, the student will be able to:
Describe and apply Kotter’s theory on the 8 steps of successful change.
Describe why organizations frequently fail at attempts to change.
Describe components of social marketing (e.g., consumer research, advertising, promotion, positioning, segmentation, creative strategy, message design and testing, media strategy and planning, and effective tracking).
Identify approaches to developing social marketing programs, including identifying barriers to and benefits of change in one's actions, tools of behaviour change, program design and evaluation.
Explain the impact of power and politics in the workplace.
Identify the purpose of social marketing strategies and programs.
Describe the concepts of social marketing, including goal to influence action, target audience, exchange motivator, product /price / places / promotion, competing actions, monitor & adjust.
Integrate appropriate organizational concepts to facilitate organizational change.
Develop a social marketing strategy aimed at affecting an energy conservation behaviour change.
Effective as of Fall 2014
CESA 5800 is offered as a part of the following programs:
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