In order to conduct your analysis, pick a new social marketing campaign in Saudi Arabia. Pick a campaign/organization about which you can obtain information. Examples of social marketing campaigns include, but are not limited to: Anti-smoking or anti-tobacco campaign – Anti-drug – Tackling the issue of drinking and driving – Promoting road safety – Promoting railroad station safety – Promoting exercise and healthy eating – Water rationing – Endangered species awareness – Anti-bullying – Waste management and recycling – Anti-littering – Reducing disposable plastic bag use in favor of reusable bag use – Reducing paper use, especially paper towel use – Encourage food donations to poor, disadvantaged people – Tackling health-related illnesses/sicknesses/diseases such as Covid-19, cancer, etc. – Helping displaced people which are affected by natural disasters: e.g. hurricane, snow storms, mud slides, earthquakes, volcanoes, etc. – Anti-deforestation, etc.
The assignment aims to assess your understanding of the core concepts of marketing and society. This assignment tackles different dimensions of the concepts of marketing, society and social marketing campaigns. The ultimate purpose of this assignment is to allow you to develop your ability to use the conceptual frameworks, theories, practices, models and tools that you have studied in B324 and hence to apply them to real situations.
– This assignment has two questions. Word limit for the assignment: 1650 words.
Elaborate discussion and link between accurate, well founded theoretical frameworks and their real, practical applications in the selected organization; this should be clearly highlighted. You are also expected to refer to external sources of information to provide more evidence for your discussion. The questions in this assignment are about different concepts of marketing and society in relation to a selected social marketing campaign.
Your discussion needs to be provided in essay format (introduction, body and conclusion). You have to provide comprehensive discussion/analysis in your answer, and not only descriiption.
Higher marks will be awarded to work that:
o reflects detailed and thorough evaluations and analyses in relation to the selected social marketing campaign,
o uses the example campaign/company to illustrate key points rather than just describe what it did. Descriiptive answers will receive lower marks,
o uses a range of scholarly articles to support the key points, or to develop its arguments,
o uses correct in-text citations and a correct table of references,
o is well-written in essay format,
o has a conclusion which addressed the question directly,
o is within 10% of the word limit.
QUESTIONS
Question 1 (100 marks / 40% weighting)
Propose a marketing plan for a new social marketing campaign in Saudi Arabia. Research in appropriate detail to present a realistic social marketing plan. (600 words).
Question 2 (100 marks / 60% weighting)
Based on the marketing plan you proposed in question 1, assess your proposal.
Explain how fear in messages is used for persuasion of the target audience, and evaluate the degree to which using fear in messages can be effective in the selected social marketing campaign. (1050 words)