MKT3SEM: Evaluate a Social Marketing Campaign - Management Assignment Help

Assignment Task

Evaluate a Social Marketing Campaign

Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for individuals’well-being and the well-being of the community to which they belong. In this journey Social Marketing Campaigns are widely used as a tool by organizations (profit and not-for-profit) to lead behavior change in the target audience.

Overall Aim: This assessment requires you to conduct an extensive investigation on the purpose and design of the social marketing campaigns. You will demonstrate your ability to critically analyse the key principles of social marketing campaign interventions.

This assessment has two parts: assessment 1A and assessment 1B

For assessment 1 (1A & 1B) identify a sample of 2 social marketing campaigns (poster or short 1-min video) based on the same product/service. See below for examples of campaign themes.

Theme of Social Marketing Campaign

• Anti-Smoking
• Forest Fire Prevention
• Reduce use of plastic bags
• Recycle
• Cancer Awareness

Assessment 1A (Essay) 

In this part you are required to critically discuss the value of the two social marketing campaigns. In your essay, you shall provide answers to the following questions.

1. Who developed the campaigns?
2. Why were the campaigns developed (social problem or goal)? Are you able to relate the campaigns to UN SDGs (this is optional).
3. Who are the target audiences in the campaigns?
4. What behavior do they seek to influence?
5. What combination of activities are used to achieve the desired outcomes?
6. Who are the stakeholders involved in the campaigns?
7. Did the campaigns achieve desired goals?

Assessment 1B (Presentation) 

In this part you are required to reflect on the specialty of the specific tools, approach and/or techniques used in promoting the Social Marketing Campaigns. Select two key promotional attributes that you want to use for comparison and present your analysis in class.

Outline of the presentation

• Provide a brief background of the Social Marketing Campaigns
• Briefly discuss the points in Part (a) to (d) above to describe the campaigns’ nature
• Highlight the two key promotional attributes (tools, approach and/or techniques used) in the campaigns. You shall have your own structure in highlighting the points for comparison purposes. You may describe the strength/weakness, success/failure, uniqueness, coverage, etc.)

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