Highlights
It is becoming more obvious that many of the behaviours that social marketing programs
attempt to change/ develop for the good of individuals and the community are aimed at
building wisdom – consumer wisdom.
In this topic you will investigate consumer wisdom in the literature, present an integrated
summary of research and then develop a social marketing plan to build consumer wisdom
in a particular context theme.
Importantly, you are developing a Social Marketing (SM) plan that is relevant for that context
theme. Any literature must support the SM plan that you are proposing. Your response must
utilise evidence-based research to demonstrate your comprehension of the topic. Students
will need to consider the use of downstream, midstream or upstream marketing techniques.
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