Reference no: EM132534640

MKT3SEM Social Marketing - La Trobe University

Assessment Task

Social Marketing Plan for POSITIVE COPING BEHAVIOUR

Short Task Description:
Social Marketing Plan based on wisdom literature review
for increasing practical wisdom and behaviour change in POSITIVE COPING BEHAVIOUR

Coping has been defined as thoughts and behaviours that people use to manage the internal and external demands of situations that are appraised as stressful (Lazarus & Folkman, 1984). Positive coping are thoughts and behaviours that enhance well-being e.g. reframing to see some positives, using humour or song, volunteering to help others.

Students choose a specific social marketing problem of interest to them in the context of the current health challenge (but not hand washing or social distancing)

Social Marketing Problem

OPTION (Internal choice of social marketing problem - positive coping behaviour)

1. Increasing Social Cohesion and Kindness / Helping Behaviours - e.g. Look after neighbours and keep up friendships online - We're all in this together

OR

2. Enhancing Core Values and Behaviours (Australian / Un-Australian Behaviours) - e.g.
Australians have faced many challenges - we are strong and resilient
OR

3. Increase planned buying (Decrease hoarding) - e.g. There's enough to go around if we share

Table of Contents*: with suggested word length for each section
1. Wisdom - Supporting Literature and Knowledge Gap (Approximately 350 words)
2. Social Marketing Problem (Increase Positive Coping Behaviour - OPTION please specify) (Approximately 50 words)
3. Situation Analysis, Stakeholders and Partners, Upstream Policy Issues (Approximately 300 words)
4. Social Marketing Theory (Approximately 100 words)
5. Segmentation & Targeting (Approximately 200 words)
6. The Marketing Mix (4Ps) and People & Partnerships (Approximately 300 words)
7. Implementation and Evaluation (Approximately 200 words)
8. Reference List - words in reference list do not count towards overall word count

The assignment is about a social marketing plan for positive coping behaviour.
This includes:
Social Marketing Plan based on wisdom literature review for increasing practical wisdom and behaviour change in POSITIVE COPING BEHAVIOUR.

1) The first section should include two paragraphs:
1) Literature review based on the five attached articles. It should answer the question of what makes a customer wise
2) Three news articles about panic buying during COVID-19. It should answer the question of what makes people engage in this behaviour The themes identified in the first paragraph should link with the reasons for the behaviour.

2) Confirm the social marketing problem which is (Increase Positive Coping Behaviour through Increasing planned buying (Decrease hoarding) e.g. There's enough to go around if we share) and that it is going to be changed through one of the identified themes.

3) Situation Analysis (should include the PESTEL framework and mainly focus on Policy and legal factors), Stakeholders (who is going to benefit from the behaviour change meaning Australian Government) and Partners, Upstream Policy Issues (what policies already exist and what I recommend to make it better).

4) Choose the appropriate Social Marketing Theory (based on the theme that is being focused on).

5) Segmentation & Targeting (who are they and why they have that behaviour (panic buying), what are there characteristics and lifestyles). Include statistics about the chosen target and why we chose them.

6) The Marketing Mix (4Ps) and People & Partnerships (the three degrees of the product should be mentioned and the type of price they will experience if they change the behaviour).

7) Implementation (should include a timeline such as a Gantt chart) and Evaluation (should include the five levels of effectiveness, how to measure the change).

8) Reference List and in text referencing following APA6

Attachment:- Social Marketing Plan.rar