To examine the role and use of social marketing for behavioural change
This assignment intends to cover the role of social marketing which influences behavioral change. Moreover, the student is also required to use analytical skills for critical writing of an occurrence of behavior to plan for a social marketing intervention. Apart from this, there are other aspects as well that would be covered in this paper such as structure, clarity of expression, evaluation, referencing, etc.
MODULE TITLE: Social Marketing RESIT ASSIGNMENT
MODULE CODE: MKT6016
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Learning outcomes and pass attainment level:
On completion of the assignment students should be able to demonstrate their ability to:
- To examine the role and use of social marketing for bringing about behavioural change
- To critically analyse an occurrence of behaviour in order to plan for a social marketing intervention
- To appraise a social marketing intervention plan for its potential to achieve behavioural change
In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:
Structure and clarity of expression
The fundamental features of well-structured work are expected at this level. You should pay proper attention to the type and style of the assignment – which is a case study report. The report should be finished to a professional standard. It should show a clear focus and logical sequence, clearly applying theory and frameworks at each stage. To examine the role and use of social marketing for behavioural change
Content and understanding
Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative, comprehensive awareness of the current role and use of social marketing and a thorough appreciation of the relevant societal issues faced by the social marketer. It is expected that students will demonstrate the significance of these issues and how they contribute to an informed, critical review of the present situation of the case.
Analysis/Evaluation
Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a future social marketing strategy so that the individual and common goals of the intervention can be achieved. It is expected that students will show their ability to appraise and evaluate the current situation for their chosen example intervention, the challenges it faces and the suitability of current strategies and tactics to fit those conditioning factors and be inclusive of the needs of the range of stakeholders involved using appropriate concepts, theories or frameworks. As a result of the analysis, students are expected to be able to propose an intervention plan for how the initiative may be developed in the future.
Reading/Research and Referencing
Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. It is expected that reading and research will reflect the contemporary nature of the module and that the work of government departments, local government bodies, relevant campaigning NGOs and other third parties will be consulted as will the research reports and data from bona fide social marketing organisations. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source, poor quality, unreliable sources or limited sources of information.
Application to industry
Students should demonstrate the ability to integrate social marketing theory into practice through their analysis of a current intervention and their proposed intervention plan and increasing abilities to suggest viable solutions to the problems of the social issue within the reality of the environment in which it is found. It is expected that students should be able to demonstrate the ability to develop a realistic and viable vision and plan for the future within their chosen context.
Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis, providing solutions to unpredictable professional situations when necessary and offering both creativity and originality whenever possible to meet those challenges presented by the chosen social issue.
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STRATEGY MARKETING & ECONOMICS
MODULE: MKT6016 Social Marketing 2015-2016
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Module
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Level
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Credit Rating
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Module Leader
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MKT6016
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6
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15
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Assignment Brief
Title: A social intervention
Objective
This assignment has been designed to allow students the opportunity to explore the numerous social marketing issues which face society by applying their knowledge gained on this module over the term to a specific social issue.
Learning outcomes
On completion of the assignment students should be able to demonstrate their ability to:
- To examine the role and use of social marketing for behavioural change
- To critically analyse an occurrence of behaviour in order to plan for a social marketing intervention
- To appraise a social marketing intervention plan for its potential to achieve behavioural change
Task
For re-sitting students: You are required to choose a different contemporary social intervention from your first attempt on which to base your resit assignment. You should agree your choice with your module tutor at a one-to-one meeting that you must arrange directly with the tutor.
Your chosen social intervention should be one that has been specifically designed to address a social issue. The social issue may be the same or similar to your original assignment, but the intervention chosen for analysis must be different from your original submission.
The social intervention may be within any relevant social marketing context where there is a clear emphasis on achieving behavioural change for the benefit of both individuals and society.
You are advised to take plenty of time to research a number of potential social interventions and social marketing issues before making your final choice and you should consult your lecturer if in any doubt about the suitability of your choice of context. Collect as much information as possible on your chosen focus, and review the theories covered in the module thoroughly, in order to allow you to make your appraisal as complete and as detailed as possible.
Your report should make use of appropriate frameworks and mechanisms from the module and include the following:
- An analysis of the social issue
- A critical evaluation of a, contemporary intervention designed to address the social issue
- An appraisal of the outcomes of the chosen intervention
- A proposed change or modification to any aspect(s) of the chosen intervention plan, as a result of your appraisal, in order to consolidate its efforts to address the social issue
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