CASE STUDY: Investigating a Social Marketing Issue
Consider the needs of your community and the world around you through the eyes of a social marketer. To this end, choose a social, environmental or health issue (e.g. recycling, exercise, healthy eating, poverty, etc.) to investigate. You will be developing and writing a case study on your chosen issue. Your case study must bring together multiple types of information to provide a critical reflection concerning your chosen issue.
Your case study report must include the following information:
Social Marketing Campaigns. The case study report must include at least one social marketing campaign. Campaigns can be from anywhere in the world. In fact, we encourage international campaigns as many of the issues examined are of global relevance. Current ongoing campaigns as well as past campaigns can be used. Past campaigns can be particularly useful as many have been evaluated and reports written assessing their effectiveness.
Academic Journal Articles. The report must include at least two academic journal articles. Note the academic journal articles may address the actual topic, a related topic or relevant behaviour change theories. Make sure to use quality journal articles accessed from top ranking journals such as: Journal of Marketing, Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, etc.
Theories/Models of Behaviour Change. The report must apply at least one behaviour change model to address the chosen issue.
Innovative Digital Content. You are encouraged to be innovative and to investigate a variety of materials for the one issue. Such content can include, but is not limited to:
· externally sourced or student generated digital images, blogs, podcasts or video clips
· web links to industry reports or news articles
· popular entertainment such as TV shows, movies, art, music, sport or online games
Summary, Critical Reflection & Solution. Making use of all the innovative content, social marketing campaigns, academic journal articles and behaviour change theories, you need to reflect on your chosen issue and write a critical review of no more than 2000 words. Make sure to summarise and critique the content pointing out the positive aspects as well as the limitations of the material with respect to the issue and propose a solution to the issue.
Accurate Referencing. All sourced content must be referenced appropriately using Harvard style format.
Social marketing is cause-related marketing. Social marketing identifies an organization’s marketing efforts to meet the needs and the interests of the target customers in a way that it addresses the social issues and enhances social well being
Total Word Count 2000
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