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MKTG3009 Social Change Marketing

Question

Answered

Questions:

For the same topic as your group topic, write a 1500-2000 word essay applying theoretical and practical knowledge to analyse and solve a challenging societal issue.

Section I – Background
• Provide evidence, facts, statistics to summarise key background information
What is the issue? What’s going on?
Why is it a problem? What’s the cost to the community of this problem continuing?
How is the harmful behaviour performed? When? Where?
Why is the behaviour performed?
Who is involved in performing & encouraging the harmful behaviour?
What other external factors are assisting or contributing to the behaviour?
Any associated behaviours triggering the behaviour or contributing its continuation?
 
Section II – Theoretical Critique of a Social Marketing Campaign
• Use the SHIFT framework and one other theory (e.g., Health Belief Model, Motivation Opportunity Ability framework, Upward Spiral Theory, Ecological Theory…) to critique a relevant past/current social marketing campaign from anywhere in the world.

• Briefly summarise the theories, apply them to examine the following and justify your answers.
Purpose, Focus, Benefits
Are the aims, specific behaviour & intended outcomes clear and detailed?

Target Audience and Segmentation
Who is the campaign for? Is the TA appropriate and narrow? Which multiple segmentation strategies were used?

Goals and Objectives
Are the knowledge, belief and behaviour objectives explicit and applicable?
Are the goals S.M.A.R.T?

Marketing Mix
Product: Are the core, actual, augmented aspects attractive?
Price: Are the incentives/disincentives influential?
Place: Are the locations and distribution channels convenient/accessible?
 
Section III – Propose a New Social Marketing Campaign
• Develop your own social marketing campaign to solve the problem. Outline the following:
Purpose, Focus, Benefits
Target Audience & Segmentation
Goals & Objectives
Marketing Mix: Product, Price, Place, 

The standard F, P, C, D, HD criteria applied when marking each section:
• Fail (0-49) - unsatisfactory performance, does not demonstrate an understanding of the topic, provides inaccurate information and/or incorrect interpretation.

• Pass (50-65) - basic performance, demonstrates an acceptable level of understanding, provides descriptive standard material with limited critical thinking.

• Credit (65-75) - good performance, demonstrates the ability to think analytically and contextually about the topic, provides good quality work.

• Distinction (75-85) - superior performance, demonstrates excellent ability to consider and critically analyse the topic from a number of perspectives and to explore their interrelation.

• High Distinction (85-100) - outstanding performance, exceeds criteria at an exceptional standard, demonstrates an in-depth comprehensive understanding of the topic and provides exceptional, high quality work. 

MKTG3009 Social Change Marketing

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