M34413 Transformative Marketing Item 2 Assessment Brief TR Report | UoP

M34413 Module Learning Outcomes

On successful completion of this module, students should be able to:

Explain how marketing concepts and techniques can be applied to the marketing of social challenges.

Examine how marketing approaches can be used to change behaviour and encourage ethical, responsible and sustainable consumerism.

Apply marketing concepts and techniques to address a real social issue to achieve behavioural change.

M34413 Assessment Task

Your task is to apply social marketing principles to address a wicked problem of your choice, which requires an intervention to achieve positive outcomes.

Your report should include:

Campaign Aims and Objectives: A summary of the problem you seek to challenge, with supporting references. 2-3 Objectives for your campaign in response to the problem (ensure that these are SMART). Communicate the objectives in bullet points.

Target audience: Who is the main target audience of your initiative, what segmentation variables have you used (e.g. demographic, behavioural, psychographic), and what do they value? This point could be briefly communicated in bullet points, a table, or a consumer persona.

Situational Analysis: Conduct systematic research to analyse the marketing environment (PESTEL) and understand the broader context of your intervention.

• Tip: To get the best marks, you should show that you have used a range of data/evidence from credible sources to support your analysis of the opportunities/threats related to your
  intervention.

Competition and barriers to change: Conduct systematic research to analyse the competition.
Consider who your competitors are, what benefits they offer your target market, and how you have addressed them.

• Tip: Competition could be external (e.g., companies or industries, media/marketing practices) and/or internal factors competing with the desired behaviour (e.g., economic factors,
  social/cultural factors, physiological factors, etc.).

Implementation of the marketing mix within your campaign/intervention:

Product: What is the behaviour your intervention seeks to influence, or the product/service you are offering to your target audience? What are the benefits/value offered?

Price: What is the price or cost associated with the desired behaviour or product? What Incentives/disincentives will you highlight and why? If you are offering a product or service, clarify and justify the pricing method you are using.

Place: Indicate your place strategy or distribution channels.

Promotion: What promotional tools would you utilise and why? What is the message of your campaign, and how would you frame it? If using advertising, what appeals would you use and why?

All analyses needed to be justified by referring to relevant academic concepts or theories, along with credible references. Always support your statements with credible sources (e.g., academic textbooks, articles, and market, industry, or charity reports).

AI tools are not permitted in any part of this assessment; please include a statement acknowledging this at the end of the title page.

The main body of the report should be double-spaced and use 12-point Times New Roman as the font.

The actual word count needs to be clearly stated on the title page of the report (you are allowed to exceed the word limit by 10%).

Please note that the title page, contents page, and reference list are not included within the word count.

Please submit your report in PDF format.

M34413 Assessment Mark Scheme

M34413 Formative Feedback

Students will get several opportunities to receive formative feedback during workshops based on their participation and engagement in a range of activities throughout the module.

M34413 Guidance

Referencing

Any material included in your coursework should be fully cited and referenced in APA 7 format. Detailed advice on referencing is available from the library.

Academic Skills & Support

If you need additional assistance, you can ask your lecturer, your personal tutor, or Student Services.

If you are concerned about your mental well-being, please contact our Well-being service or speak to Student Services on campus.

The Extenuating Circumstances procedure supports you if you have had any circumstances (problems) that have been serious or significant enough to prevent you from attending, completing or submitting an assessment on time. Suppose you complete an Extenuating Circumstances Form (ECF) for this assessment. In that case, it is important that you use the correct module code, item number and deadline (not the late deadline) given above. Click here for more info.

ASDAC

ASDAC are available to any students who have a disability or additional learning needs, which mean that they require additional support for their academic studies. There is a useful set of resources on the ASDAC Moodle site.

Students can contact ASDAC to discuss any support they can offer here: asdac@port.ac.uk

Academic Integrity

The University takes any form of academic misconduct (such as plagiarism or cheating) seriously, so please make sure your work is your own. Please ensure you adhere to our Code of Student Behaviour and watch the video on Plagiarism.