Using Theory, Critically Reflect on the Role of Consumers in Modern Slavery: Social Marketing and Societal Issues Essay, UoB, Singapore

Topic of essay:

Using theory, critically reflect on the role of consumers in modern slavery. Discuss its key features and how you can create a social marketing campaign to make consumers in Singapore aware of the problems.

Assessment criteria for the assignment:

• Critical insight into the role of consumers in modern slavery. Use theory (with correct referencing) to explain modern slavery. (Critical in the sense of a deep reflective interrogation into your own learning.)
• Relevant suggestions for a social marketing campaign with attention to the message content and how you will ensure that it reaches consumers.
• Presentation – Clear, well-articulated

Module Revision

• It represents a comprehensive integration of attitude components into a structure that leads to a better explanation and better prediction of behavior

Trans-theoretical Model of Change

• Explains behavior as a stage-based process
• Individuals progress slowly through stages
• Individuals may relapse or regress down the stages
• The theory explains the way in which individuals react against attempts to restrict freedom by acting in the opposite fashion.
• Threats to personal freedom trigger motivational arousal leading to individuals ‘defending’ their freedom, usually by adopting the behavior (e.g. smoking instead of quitting).
• Restrictions to freedom refer to what, how and/or where.

Exam Format

1. Discuss/Assess/Evaluate/Compare and Contrast require a critical approach providing justification and rationale of your argument. Answers should incorporate theory (e.g. linked to papers/theory, definitions). Using examples will earn you extra marks. You may outline a plan of the essay (e.g. key points to cover) before writing your answer.
2. Describe what is slavery: A relationship in which one person is controlled by another through violence, the threat of violence, or psychological coercion, has lost free will and free movement, is exploited economically, and is paid nothing beyond subsistence.
3. You are working on a campaign to encourage young people of both genders to quit smoking. Assess the different options of message framing and suggest which one would you use and why.
4. Branding provides an important function in social marketing programs’. Assess the role and challenges of branding for an antismoking campaign. Use examples to support your answer.