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Task Description   Case study on social marketing

Marketing

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


Criterion

Mark

Executive Summary – include the most important points covered in your assessment.

2

The organisation you have chosen and academic literature support

4

The program/campaign focus

2

SWOT analysis

4

Justification of an appropriate target market

4

Product

5

Price

5

Place/distribution

5

Promotion/communication

5

Attention-grabbing message

2

How will you evaluate the effectiveness of your message?

1

Conclusion

1

Total

40

 

 

All the reading materials I could gather and the requirements plus marking criteria are in the below link.
 
 
Here's an additional note for the assessment:
 

The executive summary should get straight to the point

There should be an attention-grabbing sentence in the campaign

The report should follow the textbook’s contents

The should be SWOT analysis (SWOT table) and definition of the 4 Ps of Marketing along with their reference

 

The textbook used for this course is:

 
Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan (2013). Marketing Management: An Asian Perspective (6th )., Singapore: Pearson.
 
 
 

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