Book David Rabe's The Basic Training of Pavlo Hummel. Assessment Title Individual Written Task Task Description Case study on social marketing. Maximum length: 1600 words This assessment looks at cause-related marketing which supports a cause, or social marketing that furthers a cause. You are to choose a business, non-profit or government organisation and go through the social market planning process as shown in the text on p. 847. Some ideas for you: • Recruiting new players for a sporting club or cultural group or local community group or club; • Devising a safety campaign aimed at young children playing Pókemon Go; • Recruiting volunteers as members or as administrators in non-profit organisations; • Challenge a negative behaviour or encourage a positive behaviour; • Discourage drug/drink driving or using a mobile phone while driving; • Encourage people to become an organ donor, and the list goes on... You are to 1. Decide on the business/non-profit group/government organisation that you will study. 2. Find literature that explains the reasons why this type of organisation is needed. 3. Choose an appropriate target market and justify your choice. Using statistics to back up your choice is highly recommended. 4. What is the behaviour you are trying to create? 5. What are the benefits of this behaviour? 6. Develop an attention-grabbing message for one media that you will use. 7. How will you evaluate the effectiveness of your message? The setting out for the assessment should follow the marking criteria. Assessment Due Date (4-Feb-2017) 05:00 PM Weighting 100% Assessment Criteria Criterion Mark Executive Summary – include the most important points covered in your assessment. 2 The organisation you have chosen and academic literature support 4 The program/campaign focus 2 SWOT analysis 4 Justification of an appropriate target market 4 Product 5 Price 5 Place/distribution 5 Promotion/communication 5 Attention-grabbing message 2 How will you evaluate the effectiveness of your message? 1 Conclusion 1 Total 40 Referencing Style American Psychological Association (APA) This section can be expanded to view the assessed learning outcomes 1. critically understand and assess the key role of marketing management in the business environment 2. explain and outline the strategic marketing process 3. demonstrate critical thinking about the marketing environment and appraise marketing opportunities 4. formulate and support a customer-driven marketing strategy 5. develop, effectively communicate and evaluate a comprehensive marketing plan and program 6. evaluate and apply the concept of responsible marketing. This section can be expanded to view the assessed graduate attributes 1. Knowledge 2. Communication 3. Cognitive, technical and creative skills 4. Research 5. Self-management 6. Ethical and Professional Responsibility 7. Leadership