Consumer-Based Social Marketing.

October 30, 2020
Corporate Finance
October 30, 2020

Word limit: 2000 words (+/- 10% including appendices, but excluding the table of content, executive summary and references)

Community Based Social Marketing

TASK: Apply the Consumer-Based Social Marketing framework to design a program that would encourage you to adopt a new environmentally friendly behaviour at home

When purchasing goods or services, or just doing things in our life, we have the opportunity to do so in a way that is environmentally sustainable, or not so sustainable. Environmental sustainability issues are pervasive in business, and in our world. Social marketing provides a framework to bring about necessary changes in behaviour for societal and environmental wellbeing. The study of consumer behaviour provides a solid foundation for the application of social marketing efforts. The Community-Based Social Marketing (CBSM) approach provides both a process and toolbox for Marketers to use to bring about improved environmental outcomes by influencing behaviours that support more environmentally friendly outcomes.

Your task

Draw upon your knowledge of CBSM to design a program that would encourage you to change your own behaviour, and which may influence the behaviour of others in your household, towards an improved environmentally friendly behaviour at home. To complete this task, you thus need to reflect upon yourself and the things that influence and motivate your behaviour and share these reflections alongside your analysis of the CBSM.

You will need to use the CBSM framework (first 3 steps) and the tools for influencing behaviour change to complete this task. Be sure to first think about ‘what’ you want ‘people like you’ to do!

  1. Decide on the behaviour you want to target
  2. Identify any barriers and benefits to this behaviour
  3. Using the toolbox, design a program that would help overcome these barriers and thus motivate you, and others in your household, to adopt the new behaviour

Write this as though you are doing this work for a client – so imagine that your local council has commissioned you to do this work. Be sure to provide them with clear recommendations on what should be involved in your CBSM program.

You need to produce a well-articulated, succinct business-style report containing:

  • Cover Page (Title and name, date etc)
  • Executive Summary (no more than 1 page)
  • Table of Contents (no more than 1 page)
  • Introduction and background: provide the purpose of the report, who it is for (your client), briefly overview the key environmental issues in Melbourne, introduce the CBSM framework, segment the market and choose the target market (people like you).
  • Identify the behaviour you want to changeand why (significance should be drawn from the environmental issues identified in the Introductions) and which group (segment of people) you, or your household, belong to.
  • Identify the barriers and benefitsof this behaviour: the barriers of why you do not already adopt the behaviour, and the benefits that would ensue if you started to adopt the behaviour.
  • Using the CBSM toolbox, provide three sound Social Marketingrecommendations for your client to implement that you feel will best bring about the change in your behaviour.
  • A brief conclusion
  • Full reference list
  • Appendicesif required (note: these should be supplementary reading only and not form a substantive part of your report)
  • Please follow up with rubric so that get HD.
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