MKTG7513: Marketing for Social Change - Scoping Report Writing - Marketing Assignment Help

Assignment Task:

The scoping report is the first step in planning and designing a social marketing strategy. The report should describe the main challenge or issue that you are addressing, review key insights and influences on the consumer (audience’s) behaviour, and clearly make a statement about the problem that can be addressed by applying social marketing principles, concepts and techniques. 
A scoping report is a planning tool for the development of your social marketing strategy. Therefore the information included in the report will inform and guide you towards developing and writing the social marketing strategy report. The individual scoping report should include: 
1. Background research - Investigating what has already been done: There will be a large amount of 
existing information for you to draw on. It is important to identify what knowledge there is on the issue and the customer/groups involved, and understand the customer group’s current practices, behaviours, attitudes, etc. This tasks involves secondary research about the potential target markets and applies the concept of ‘customer orientation’. This emphasises developing a detailed understanding of the customer and target group, based on good background information from different and credible sources. 
• Outcome: A broad and detailed understanding of the customer is developed, which focuses on understanding their lives and everyday experiences, avoiding the potential to only focus on a single aspect or features. Using a range of different research analysis – combining data and where possible finding information from public/government and commercial sources to inform understanding of people’s everyday lives. 
2. Campaign audit: This section of the report outlines identified past campaigns that have addressed the problem and issue being targeted for change. The audit can identify good of past campaigns from a range of organisations, both local and internationally. Effectively, the audit will identify 
(1) What past campaigns have targeted the problem behaviour; 
(2) How effective have these campaign been; 
(3) What might usefully inform a future social marketing approach? 
• Outcome: Demonstrated background research that shows past marketing approaches that have addressed the problem behaviour. Students will present a summary table of key findings from the campaign audit of past campaigns (local and international), and include any relevant additional information on campaigns in a dedicated appendix. 
3. Problem definition – research helps define the problem from the target consumer/groups perspective, exploring their perceptions of the particular issue being considered. Based on the issues identified from your background research a clear problem statement can be drafted. Specifically, the problem statement examines what role a social marketing approach can take to influence social change and indicate who the key target and stakeholder groups are. 
4. Social change problem statement - this is a detailed section that demonstrates your understanding and analysis of the issue based on relevant and up to date information. This section demonstrates detailed information specific to the problem and consequences of the behaviour identified for change. 
• Outcome: The problem statement should clearly lead to a well-rationalised point of view and position about the problem consumer behaviour and demonstrates the impact of the problem behaviour on society. A good problem statement is clearly actionable, in that it leads informatively to an understanding of the market segmentation criteria and potential target market selection. 
• Marketing for Social Change Semester 1, 2020 
5. Scoping market segments and potential target market(s) – Understanding your target 
group/market(s). Understanding the consumer/target group is fundamental to good social marketing program design and implementation. This stage develops a detailed explanation of the lifestyle and behaviours of the potential targets – consider details about their motivations, what cause and influences both the problem and desired behaviour. Critical to this step is being clear and demonstrating an understanding of people’s behaviour. This can include: Internal External Knowledge and beliefs Policies Attitudes Access Perceived risks Skills Perceived consequences Actual consequences Self-efficacy (belief in their control of the behaviour) 
Cultural beliefs and values 
• Outcome: Student are to complete a market segmentation by identifying FOUR clearly defined segments based on research evidence. Following segmentation ONE segment will be selected as the TARGET market. Understanding the consumer/target group is fundamental to good social marketing program design. 
6. Planned marketing exchange. Following identification of the target market, a planned approach to creating a viable marketing exchange is required. This requires consideration of what the target market will between getting from changing their behaviour and considers both the tangible and intangible benefits and cost that need to be consider when designing the social marketing approach. A further important factor that shapes the marketing exchanges is the influence of the competition, which involves an analysis (direct and indirect) influences. Direct competition includes behaviours, benefits and motivations which are closely identifiable with the focal behaviours of the social marketing intervention. It also includes personal (for example, peer group) and wider (competing organisations) influences on both positive and negative behaviours. Indirect competition arises from the many other competing pressures for the target audience’s time and attention. These include the many social marketing messages which the target audience is exposed to, and the demands of everyday life. 
• Outcome: This step synthesises the secondary research collected; information is priorities and key facts used to guide explanations of the behavioural issues to be addressed by the social marketing strategy. This section of the report will summaries key information and clearly explains and documents what are consider the costs and benefit to behaviour change for the target market. 
7. The value proposition –is an extended statement that demonstrates how the social marketing approach will make behaviour change attractive and relevant to the target market profiled. The value proposition should include consideration of the domains of value (see Week 7 Lecture & Readings) and highlight which dimension you currently consider to be relevant to the social problem/challenge you have identified. 
The conclusion of the scoping stage brings together a well-researched report that describes the challenge or issue, and demonstrates how you have defined the problem, made a clear problem statement to direct the design of the marketing intervention to be planned, and the potential market segments and profiled target market that can be addressed by a social marketing approach to effect social change and improve the wellbeing of individuals and wider society. 

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