Social Change Scoping Report

Assignment Brief

3007MKT ASSESSMENT 1: SOCIAL CHANGE SCOPING REPORT

Task:

Assessment 1

Requires you to write a scoping report for your identified social change issue.

The objective of Assessment 1 Scoping Report is to develop a rounded understanding of your chosen social issue and of how the target audience (TA) perceives the social issue. That is, to harness a good understanding as to why they (the TA) are ‘doing’ the bad behaviour and to identify an engaging alternative behaviour that is healthier and safer, and importantly that the target audience sees as relevant and viable to consume.

The Scoping Report is the pre-cursor to developing a social change strategy, and enables consideration of strategy options yet does not solely ‘fix’ on any one option. Importantly, the Scoping Report sets out the rationale for the Social Change Strategy. 

Choosing a social issue:

"The definition of a social problem, also called a social issue, is an undesirable condition that people believe should be corrected" (http://www.yourdictionary.com/social-problem). ‘People’ in this context typically refer to government identification of a social issue that have significant consequences on society and by correcting harms yields positive effects for the majority of society.

When you are commencing this assessment, you may not know the specific behavioural action to target – that’s OK – as the purpose of the scoping report is to harness a solid understanding of the social issue in order to give your insight into which behavioural actions are relevant for the TA to adopt.

Choosing a social issue to address is not necessarily as easy as you may think! You need to drill down in order to identify a relevant behavioural action that the TA sees as being relevant and viable.

To correctly choose a well-defined social marketing issue for your assignment, please see the Purpose and Focus PowerPoint I provided.

Which you need to Develop a PURPOSE statement that detailed and specific reflects the benefit of a successful campaign, also Develop a FOCUS statement that narrows the scope of the plan’s purpose to a specific behaviour and value exchange attributes

Report Structure:

To complete the Scoping Report you will draw on your knowledge from lectures discussed up to and including week 5. You will also need to use marketing language and skills acquired from other courses within your Degree. Specifically, your report will comprise the following sections:

1. Social Issue overview (10%, 500w)
2. PURPOSE and FOCUS of the social change initiative (10%, 30w)
3. Societal impact analysis (Macro analysis) (15%, 200 w)
4. Priority target audience & psychographic profile (10%, 100w)
5. Exchange analysis: barriers, benefits and competition (15%, 600w)
6. SMART objectives (10%, 100w)
7. Guiding theory (10%, 300w)
8. Recommendations (15%, 150w)
9.  Presentation mechanics (5%)

(Reference list is not counted in word length)

Word limits across sections are approximations and link to value/weighting of the section.

Marking rubric:

Review the marking rubric. This assessment examines your ability, amongst others, to:

• Evaluate and utilise sources/evidence to justify argument
• Knowledge and application of literature/Theory/Concepts
• Ability to evidence strategic recommendations stemming from analysis
• Follow referencing (Style) mechanics and present a document without grammatical errors

Sample Answer

Social Change Scoping Report

Social Issue Overview

Excessive energy drink consumption among university students has become a growing public health concern. Energy drinks are aggressively marketed as enhancers of alertness, concentration, and academic performance. However, research shows that high consumption of these drinks is linked to negative health outcomes such as insomnia, increased heart rate, anxiety, and in extreme cases, cardiovascular events. The issue is especially concerning because young adults are highly impressionable, subject to academic stress, and often rely on stimulants to cope with long study hours.

Surveys suggest that more than 65% of university students consume energy drinks regularly, with a significant portion exceeding recommended caffeine intake levels. Many students use these drinks as a quick fix to compensate for poor sleep, heavy workloads, and social pressures. The habit is not only physically harmful but also socially normalised, making it difficult to change.

Governments and health organisations increasingly recognise the risks. Some countries (e.g., UK, Lithuania) have imposed age restrictions on purchasing energy drinks, while universities in Australia have started awareness campaigns. Despite these measures, consumption continues to rise, indicating that current interventions may not align with how students perceive the risks and alternatives.

This scoping report examines why students overconsume energy drinks, identifies the barriers to healthier alternatives (such as water, natural juices, or better sleep habits), and considers strategies for behaviour change.

Purpose & Focus

Purpose: To reduce health risks associated with excessive energy drink consumption among university students, promoting healthier choices for sustained academic performance and wellbeing.

Focus: Encourage students to replace energy drinks with healthier, accessible alternatives like water and natural fruit-based beverages.

Societal Impact Analysis – Macro

At the macro level, energy drink overconsumption has public health, economic, and social consequences. Health systems bear the cost of treating caffeine-related issues, such as insomnia and anxiety disorders. Educational institutions may also face indirect impacts, as students with poor sleep and overstimulation demonstrate reduced concentration, lower academic performance, and higher dropout risk.

Culturally, energy drinks are marketed as symbols of youth, energy, and success, reinforcing their social acceptability. Aggressive advertising by multinational beverage corporations contributes to normalising this behaviour. The economic influence of the energy drink industry (worth billions globally) complicates regulatory efforts, as restrictions are often met with resistance from powerful stakeholders.

Addressing this issue contributes to broader societal goals: reducing long-term healthcare costs, improving student wellbeing, and promoting sustainable consumption habits aligned with public health campaigns.

Continued...