University University of Birmingham (UoB)
Subject Social Marketing

Assignment Brief:

You are required to choose a contemporary social issue on which to base your assignment.

This issue should already be the subject of social marketing campaigns and interventions and maybe within any relevant social marketing context where there is already a clear emphasis on achieving behavioral change for both individual and societal benefits to be accrued.

You are advised to take plenty of time to research a number of potential social marketing issues before making your final choice and consult your lecturer if in any doubt about the suitability of your choice of context. Collect as much information as possible on your chosen focus in order to allow you to make your appraisal as complete and as detailed as possible.

Task 1: An analysis of the social issue

  • Focus on the behavior and its causes
  • Focus on the target audience(s) and the occurrence of the behavior
  • How do theoretical models contribute to your understanding of the behavior?
  • How does an analysis of the ‘history’ and context of the behavior clarify our understanding of the behavior?
  • Do other previous social marketing interventions shed light on the behavior?
  • Do other previous social marketing interventions shed light on how the behavior should be tackled?

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Task 1: An analysis of the social issue

Is the behavioral change…

  • Replacing an undesirable behavior with a new one?
  • Adopting a new (additional) behavior not yet practiced?
  • Focusing on an undesirable behavior that the target audience does not identify as undesirable?
  • Focusing on relapsed audiences in order to persuade them to reinitiate the behavioral change?

Task 2: A critical evaluation of a current, contemporary intervention designed to address the social issue

  • How well has the intervention been designed, put together?
  • How well does the intervention address the behavioral change issue?
  • What evidence is there that this intervention has led on from previous ones and/or learned from previous ones?
  • What evidence is there that this intervention has incorporated behavior theory into its design/activities
  • How appropriate are the initiatives of the intervention?

Task 2: A critical evaluation of a current, contemporary intervention designed to address the social issue

  • What frameworks will you apply in your analysis?
  • How do any of the frameworks shown in the lectures, from other intervention reports or from your own research shed light on the design, appropriateness, and effectiveness of your own chosen intervention example?

Task 3: An appraisal of the outcomes of the chosen Intervention

  • How do the outcomes of the intervention address the intended objectives of the initiative?
  • Where were the successes? Successful parts of the plan?
  • Where were the failures? Weaknesses of the plan?

With this in mind, consider…

  • What could be done differently?
  • What (if anything) should be continued?
  • What (if anything) should be discontinued?

Task 4: A proposed change or modification to any aspect(s) of chosen Intervention plan as a result of your appraisal in order to consolidate its efforts to address the social issue

  • Taking into account everything you have commented on in the assignment so far what could…
  • Be continued and built upon in future interventions to consolidate behavioral change?
  • Be modified to improve the intervention and add more effectiveness to future interventions?
  • It does not necessarily need to be a completely new Perhaps some changes aimed at continuing to move the initiative forward and making it more effective.
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