MK418 Social Marketing Plan Assignment Brief 2025 | Strathclyde

MK418 ASSIGNMENT BRIEF

We live in a world today where the quest for understanding society and  solving societal problems (such as alcohol misuse, domestic violence, youth crime, obesity, pollution, the need for people to donate blood and addictive consumerism) is more urgent than ever. Social Marketers have made many attempts to address these and other societal problems, many such attempts have been in the form of large scale and at time sustained campaigns. As marketers, we are faced with the opportunity to utilize  the  marketing  concepts  and  theories  we  have  learnt  to  master and address some of these social concerns.

In this assignment, you are required to utilize your  academic skills to develop a social marketing plan for a social issue in the United Kingdom.

MATERIAL GATHERING

You are expected to consult a wide range of secondary data, including the targeted social  marketing  organization,  the  social,  technological,  political  and  policy environment pertaining to the social issue, related research studies, journal articles and  books.  You  may  also  choose  to  undertake  some  primary  market  research (subject to ethical approval) to assist you in identifying key issues in the situation analysis, however, this is not compulsory. 

Other important things:

• Remember  to  consider the  importance of  theories, models,  and frameworks to guide and integrate in your analysis. 
• In this assignment we also place an emphasis on creativity, thus we expect to see some original ideas and creative recommendations. 
• Remember to identify any stakeholder groups relevant to the campaign. 
• Demonstration  of  critical  analysis  with  evidenced  /  reasoned  arguments  is expected. 
• You should have a minimum of 10 marketing academic journal references.

ASSIGNMENT GUIDELINES

You are required to identify and address a social issue and prepare a social marketing plan to address the issue(s) identified.  If you have another topic that is related to your workplace or someone you know, please consult with the class coordinator to determine suitability. The time-period for the plan is for twelve months.

REPORT ASSESSMENT 

• The  formal  assessment  is based  on  an  individual  assignment following a report format. You will submit an individual report, and maximum length of the report is 3500 words (+/- 10% leeway), which should cover all stages of a social marketing plan. Please refer to the plan template for all stages. 
• Make  sure  you  follow  best  practices  on  writing  reports.  In  addition,  the preferred font size is 12 (double line spaced) and on the first page of the  report a word count must be printed. 
• You are required to submit one copy of the report on to MyPlace.

STRUCTURE FOR THE REPORT

Title Page:  Course name, Title of the plan, and total word count.

Executive Summary:

This section helps the reader to understand the report more readily. It also helps busy readers who do not have the time to read the complete report. It should include a brief summary of each of the main sections of the report and most importantly, a summary of the conclusions and recommendations. This section is not included in word count calculations.

Contents List:

Shows the main sections and, if appropriate, sub sections of the report and the pages on which the reader can find them.

This section is not included in word count calculations.  

Introduction:

Here  you  are  required  to  demonstrate  the plan  background,  purpose,  and  focus through the below:   
✓  Name and history of the organization. (Note: your organisation should be your selected charity located within the UK) 
✓  Mission statement/vision of the organization  
✓  Location of organization  
✓  Organizational structure  
✓  Resources (budgets, number of staff)  
✓  Source of funding  
✓  Any key organizational issues
✓  Outline of the social issue  
✓  Purpose statement  
✓ Outline a structure for the report

Part 1: Social Marketing Environment Analysis

Part 2: Social Marketing Plan