Posted on: 23^rd Oct 2023

MKT367 – Social Marketing Assignment, SUSS, Singapore: Imagine you are tasked with promoting “intercultural harmony” among full-time university

University	Singapore University of Social Science (SUSS)

Question 1

Question 1 Imagine you are tasked with promoting “intercultural harmony” among full-time university students, answer the following questions.

Question 1a Design one (1) behaviour objective, one (1) knowledge objective, and one (1) belief objective for this social marketing campaign. Elaborate on how each of these objectives contributes to the overall purpose of the campaign. (9 marks)

Question( 1b) Based on your answers in 1(a), develop TWO (2) pricing strategies and TWO (2) place strategies. Discuss why such strategies would be effective.

Question 2 —-

Question (2a) Assuming you are tasked with promoting the behaviour of “bringing old batteries to the nearby recycling bin”. Please select your target audience group and provide a description using THREE types of segmentation variables. Evaluate your selection and ensure that one of the segmentation variables includes the stages of the change model. (9 marks)

Question (2b) Based on your answers in 2(a), discuss TWO (2) relevant barriers and TWO (2) motivators that can influence your target audience’s behaviour adoption.

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