M34413 Assessment Task
Your task is to apply social marketing principles to address a wicked problem of your choice, which requires an intervention to achieve positive outcomes.
You are asked to develop a 5-minute narration explaining your choices, highlighting, and justifying your social marketing campaign/intervention.
Your report should include:
Campaign Aims and Objectives: A summary of the problem you seek to challenge, with supporting references. 2-3 Objectives for your campaign in response to the problem (ensure that these are SMART). Communicate the objectives in bullet points.
Target audience: Who is the main target audience of your initiative, what segmentation variables have you used (e.g. demographic, behavioural, psychographic), and what do they value? This point could be briefly communicated in bullet points, a table, or a consumer persona.
Situational Analysis: Conduct systematic research to analyse the marketing environment (PESTEL) and understand the broader context of your intervention.
- Tip: To get the best marks, you should show that you have used a range of data/evidence from credible sources to support your analysis of the opportunities/threats related to your
intervention.
Competition and barriers to change: Conduct systematic research to analyse the competition.
Consider who your competitors are, what benefits they offer your target market, and how you have addressed them.
- Tip: Competition could be external (e.g., companies or industries, media/marketing practices) and/or internal factors competing with the desired behaviour (e.g., economic factors,
social/cultural factors, physiological factors, etc.).
Implementation of the marketing mix within your campaign/intervention:
Product: What is the behaviour your intervention seeks to influence, or the product/service you are offering to your target audience? What are the benefits/value offered?
Price: What is the price or cost associated with the desired behaviour or product? What Incentives/disincentives will you highlight and why? If you are offering a product or service, clarify and justify the pricing method you are using.
Place: Indicate your place strategy or distribution channels.
Promotion: What promotional tools would you utilise and why? What is the message of your campaign, and how would you frame it? If using advertising, what appeals would you use and why?
All analyses needed to be justified by referring to relevant academic concepts or theories, along with credible references. Always support your statements with credible sources (e.g., academic textbooks, articles, and market, industry, or charity reports).
Your presentation should:
- Justify your choice of wicked problem (e.g., why it is important, and why a change is needed for individual or social good). Identify your key target audience.
- Value Proposition: What value are you offering your target audience? Should clarify: a) which domain of value are you integrating, and why? (There are 3 Domains of value: value-
in-use, value-in-exchange, value-in-behaviour). b) Which dimensions of value will you incorporate into your campaign (see Workshop W2A)? - Identify and explain an appropriate theoretical framework that underpins your intervention approach (see Workshop W2B).
- Explain your campaign/Intervention Idea. Discuss the promotional tool(s) you would use in your intervention and justify their selection.
- Use references in the slides to support your statements and analysis.
You are encouraged to show your creativity by using visuals that are relevant to your campaig