MKT20025 Consumer Behaviour

Social Marketing Report - Assignment 1

Checklist and Tips
There are many ways to structure things we write, and reports are no different. The following provides you with
an option or guide for the sections you need, and key components that should go in each.

Front (Title) Page

• The ‘look’: blank page with text vs. full colour picture or anything in between – make it look appealing
• Title of report (you could call it MKT20025 Assignment 1 – OR something more creative & professional)
• Client’s name (or funding body)
• Your name
• Date

Executive Summary (Suggested length: 1 page)

• All on one page – no longer (note if your Ex Sum is one para or half a page – it’s not covering all it should)
• Contain:
 The purpose of the report
 Introduction to the topic
 State the TM
 Provide key findings from the analysis
 List the recommendations
 Concluding sentence
• Be sufficient to ‘stand-alone’ and inform the reader of the main points in the report
• Should NOT BE THE SAME AS AN INTRODUCTION!! Yes, it should state the purpose, but it should contain
more – such as the outcomes of the analysis and recommendations.
1. Introduction (Suggested length: ½ - 1 page)
A good introduction should contain the following key elements:
1. State the purpose of the report
• Who is the client and why do they want this work done?
• Who are you and what will you be providing in this report?
3. Set the scene
• What environmental issue will you be addressing?
• How extensive is this issue? Provide some stats so we get a feel for it – this is also a good place to put
in a graph if you find one that is relevant. 3-4 refs are ideal for this section.
4. Identify scope
• What will you be covering in the report?
• What framework will you use and what are the main areas you will discuss?

2. Target Market Selection (Suggested length: 1 - 1½ pages)

This is where you will discuss the ‘who’ you are aiming to reach (the target market - TM) with the forthcoming
program. After introducing segmenting (what is it (Define) and why it is important (Explain)), you can then present
your segmentation table and evaluating segment attractiveness table (shows Application into your context).

Recall the segmentation steps:

1. a – Select base, b – Divide into groups
2. a – Build profile, b – Evaluate each segment
3. a - Select TM. b – Develop positioning (3b should be skipped for assignment 1)
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Explain why you segmented on the base you chose (column 1 heading) and then simply build the table content
based on your best guess. If you’re lucky you may find a ref or two to help, but we do not expect references for
these tables. Note – only the first column depicts the ‘segments’ – so here is where the segments must be
distinct and not overlap. But for building the profile, some overlap would be expected. Clearly show which
segment you are targeting (the target market) by the end of this section.

3. Community Based Social Marketing Steps

(Suggested length: 1 para) Introduce the section (as mentioned above explain what you will be doing and why it
is important). This could attract a textbook/website/article reference on the CBSM in general. Try to find
McKenzie-Mohr’s article. For example:
“To approach a behaviour change program, the Community-Based Social Marketing framework has been
selected. This comprises……… (ref ref)”. Note: do not reference the lecture bites – go to the original source.

Step 1: Select the Behaviour (Suggested length: 1 statement of the new behaviour (bold) + 1 paragraph
showing how it meets the criteria)
It is important to identify ‘what you want who to do’. Since you have already discussed the ‘who’ in the
previous section, you now need to specify the new behaviour you would like the TM to adopt (the ‘what’).

You might consider the broader behavioural change required (e.g., env. issue of climate change, broad
behavioural response is to reduce carbon emissions) and then to identify a specific behaviour (of many) that
could be done.

Criteria to use as a check that the behaviour change is on track:

• Is this behaviour still divisible? In other words, does it involve several different behaviours? If ‘no’ then
bingo!! Try to get down to one, very specific, behaviour.
• Will the adoption of this behaviour impact the sustainability issue (e.g., reduce emissions)? If ‘yes’ we
have success!!
Note: if adoption of the behaviour would make little difference, then it might be better to consider a
different behaviour that will have more impact if the TM adopts it.

Step 2: Barriers and Benefits (Suggested length: 2½ - 3 pages)

Now that we know what we want the TM to do, we now take a moment to discover important insights of our
TM. In this section, discuss the:
• Barriers the TM faces (why they are not, or might not, adopt the new behaviour – make sure you
frame all the barriers you identify under those outlined in the CBSM)
• Benefits of the current behaviour (opposite side of the same coin as barriers)
• Benefits if they adopt the new behaviour
To obtain ‘bonus marks’ (up to 5) you may also draw upon one of the other Social Marketing theories discussed
in week 3. Since you will be providing consumer insights as you discuss barriers and benefits, it may be useful
to draw upon the Social Cognitive Theory. You would need to use DEAX to discuss them. For example, if we
know that people are doing what they currently do (current benefits) from Social Cognitive Theory due to the
“influence of peers” then applying the theory may help guide you towards possible barriers/benefits.
Note: this section is expected to be the longest section of your assignment
Step 3: Recommendations (Marketing Strategies/Tools) (Suggested length: 2-3 pages)
This section can appear under the CBSM framework as step 3, or as a new heading ‘Recommendations’ – it’s
up to you. You should introduce the section (what is it and why is it important?).

You are to provide TWO recommendations. Each should contain the following:
i. Statement of the recommendation as a sub-heading, e.g.,

Recommendation 1: Install Posters at all ‘Behavioural Spots’ in X suburb

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 ii. Explanation
Explain the statement with sufficient detail to know what it means and what is involved. Clearly state
the tool being used and the Marketing strategy idea.

iii. Justification of the recommendation:

Use your earlier analysis to justify why this idea would influence the behaviour of your TM – you can
draw upon the barriers or benefits identified earlier, as well as information about your TM profile to
help justify why this recommendation would work for them.

iv. Implementation details:

What needs to happen for the idea to take off? What needs to be made, communicated or done, etc. –
are additional efforts needed? Who will be responsible, what is the timeline, and so on.
In this section, you might also ask yourself the following questions:
1. Will infrastructure be needed to facilitate the new behaviour?
• Does the council need to install/do anything?
• Does the council need to put in a new rule?
• Do we need other organisations to facilitate our idea?
2. Think about what ELSE you have to do to the toolbox idea:
• ‘Convenience’ – how, exactly, will you make something more/less convenient?
Consider any other marketing strategies might be needed to implement the ‘tool’, such as pricing,
communications, logistics decisions.
Note: to receive bonus marks, this is where you could use Exchange Theory. As you are presenting your ideas
for influencing a behaviour change, ET could help justify your decisions.  Students need to use both SM
theories to attract the maximum of 5 bonus marks.

4. Conclusion (Suggested length: 1 paragraph)

The last section of the report should:
• Be one paragraph at the end of the report:
• Re-state the purpose and issue you were addressing
• State the recommendations
• Focus on the outcome if the recommendations are implemented

References (Suggested length: 1 – 2 pages (10-15 references))

All theories, facts and other information MUST be referenced:

• Throughout the body of the report – every time you mention it.
• Direct quotes: author, year, page (please note using direct quotes is discouraged in this unit and will
attract a penalty of minus one mark per direct quote)
• Others’ ideas: author, year
• The full citation must be included in the reference list:
 Alphabetical order
 Harvard referencing style
Note: ensure you provide references throughout the body of your report to avoid receiving zero. 
You are not required to reference your insights about you – but to justify that your insight ‘exists’ at all might
be verifiable from investigating journal articles.

How many references I hear you ask? Check the rubric – from 6-15 (est.) but MUST include journal articles.

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*** We hope this checklist on assignment structure and components helps – and that you have worked out
most of this yourself. It is how well you discuss all of the above that earns the marks – not just what goes
where.***

We encourage you to put in as much time as possible into the ‘thinking’ part of your assignments – it really stands
out when you do! You should also allow time at the end – to edit down your work and produce a ‘polished’ piece.
This will help your report be professional, succinct and remain within the word count. It is likely you will start with
a high word count as you note down your thinking and findings – the polishing process will edit out the superfluous
text. 