Task Description
 

Case study on social marketing.

Maximum length: 1600 words

This assessment looks at cause-related marketing which supports a cause, or social marketing that furthers a cause.

You are to choose a business, non-profit or government organisation and go through the social market planning process as shown in the text on p. 847.

Some ideas for you:

? Recruiting new players for a sporting club or cultural group or local community group or club;

? Devising a safety campaign aimed at young children playing Pokemon Go;

? Recruiting volunteers as members or as administrators in non-profit organisations;

? Challenge a negative behaviour or encourage a positive behaviour;

? Discourage drug/drink driving or using a mobile phone while driving;

? Encourage people to become an organ donor, and the list goes on...

You are to

1. Decide on the business/non-profit group/government organisation that you will study.

2. Find literature that explains the reasons why this type of organisation is needed.

3. Choose an appropriate target market and justify your choice. Using statistics to back up your choice is highly recommended.

4. What is the behaviour you are trying to create?

5. What are the benefits of this behaviour?

6. Develop an attention-grabbing message for one media that you will use.

7. How will you evaluate the effectiveness of your message?

The setting out for the assessment should follow the marking criteria.

Assessment Criteria