Social Marketing Campaign: Taming Overworking Among Chinese White-Collar Workers

I’ll upload the requirements with the pdf

Project description MKT40650 –Marketing for Social Change ASSIGNMENT Create a social marketing campaign to promote the wellbeing of a specific target group in your direct environment. A social marketing campaign is aimed at changing a type of behaviour in a specific target group in order to promote their wellbeing. Promoting wellbeing broadly means improving physical or mental health and enhancing people’s level of comfort, health and happiness. So begin with exploring your local environment and think about how you can contribute to improve wellbeing? PROJECT PROCESS How do you best approach a project like this? I have uploaded a PowerPoint presentation on Brightspace that provides information about the four steps. I explain them briefly below as well, and indicate how you should include them in your final project report. STEP 1. Topic selection – how will you enhance wellbeing? Think about which aspect of wellbeing in your local social environment you can improve. What is the aim of your campaing? What do you want to change? Be critical and keep an open mind; where can you make a real contribution? But also, be realistic, what can you achieve in a week? Some dos and don’ts 1. Do take you time to investigate a good topic. Explore your environment – go out, make observations! The best ideas are generated away from computers and screens. Where can you make a contribution? Is this a real contribution? Don’t jump onto solutions, first you need to explore and research the underlying issues you're addressing. 2. You’re selecting a problem, not a solution. Don’t take an existing campaign, product or strategy as a starting point (e.g., an app, a website, an information campaign); do focus on a problem (e.g., litter in a local park, domestic abuse or loneliness). 3. COVID19 is not a topic in itself. There are certainly components of wellbeing associated with the COVID19 crisis (e.g., fear, boredom, loneliness) – those components of wellbeing you may study in a COVID19 context, but don’t feel obliged! There are plenty of other topics to study too. REPORT REQUIREMENTS: in the report you need to provide context of your chosen topic. Why is this an area where wellbeing can be improved? Why is this important? For whom? Etc. UCD Michael Smurfit Graduate Business School MKT 40650 – Social Marketing Geertje Schuitema STEP 2 – Refinement: Which behaviour do you target? What is the target group? Once you’ve roughly decided which element of wellbeing you are interested in, you need to refine two things in parallel. Which specific behaviour should change, and who should do this? 1. Analyse the wellbeing element you are interested in, and analyse how this might be improved. For example, to improve one’s physical health, you may think about asking people to take up a new habit (e.g., start going to the gym) or give up an existing habit (e.g., quit smoking). Think about what type of behavioural change would be most effective in enhancing wellbeing in the area you are interested in. 2. Equally important is to think about who needs to change their behaviour? In the same example, you may be interested in promoting a gym to people who never exercise (i.e., it is not effective to target people who already excersise a lot) or heavy smokers (it’s not effective to target non-smokers). However, you may also be interested in supporting people who are motivated to change – e.g., new members of a gym or people who recently stopped smoking. 3. Once you’ve defined which type of behavioural change and which target group you will work with, you'll need to investigate barriers and opportunities. Why does you target group not behave in the desired way? Why does your target group find it difficult to give up certain behaviours? What motivates them? What do they think and feel? In short: get to the bottom of the problem. To do this, it can be helpful to do some research: talk to people or have a short survey Dos and don’ts Don’t select a target group that you are part of. Generally, it is not possible to think critically and objectively about problems that apply to yourself. Thus, do work on improving the wellbeing of other people. REPORT REQUIREMENTS: I’ve just provided examples – you need to carefully analyse the behaviour and target group that are relevant for your project. An analysis and justification of your choices should be in your report. STEP 3 – Theorise Now you understand your aims clearly, think about which theories or mechanisms are relevant to make the change that you are aiming for. What is a relevant theory? Why? how may that theory be applied to design a campaign? Dos and don’ts Don’t select a wide range of theories, focus on what is relevant for your problem and campaing. Do think about theory as a tool to design a good campaing, and not as an add-on in the report, hence make theory an intergral part of the report. MKT 40650 – Social Marketing Geertje Schuitema REPORT REQUIREMENTS: a description of the theory/mechanism that is relevant, argue why it is relevant and how you use it to design a campaing. STEP 4 – Design a theory-driven campaign The final step is to integrate all the work you have done in the previous steps. Take all your analyses and, and think about an intervention or campaign that will change the specific behaviour you identified in your target group by making sure you understand their barriers and motivations (step 2) to enhance their wellbeing (step 1). Think about relevant theories/ mechanisms (step 3) for your problem and translate them all into a campaing. Be very critical about your own work: is this really going to work? Will you really achieve what you set out to do? Dos and don’ts Don’t think about a solution before you’ve finalised step 1, 2 and 3. In my expierence many people jump to this step before doing a proper analysis of the issue at hand, of target group and behaviour. Thus do make sure your campaign is based on your previous steps. Do be critical about your own campaign. Will it really be effective? Argue why this is the case in your report: do give an argument, don’t state or claim effectiveness without a justification. REPORT REQUIREMENTS: It is a essential that your campaign is designed for the problem you have identified in steps 1, 2 and 3. Hence, the campaign must be based on all the previous steps. This means that you need to make sure that your campaign is aimed at solving the problem you have analysed. You would be surprised how often campaigns are designed for another problem than the project was asked to address. Evaluate your own campaign, and be critical – will your campaign be effective? Dos and don’ts Don’t assume that a campaign you’ve heard of in another context is applicable to the problem you address. Do be inspired by other examples, but don’t copy them without critical analysis. FEEDBACK Projects get better when you can you discuss your plans and ideas openly. Hence, I encourage you to discuss your project with as many people as possible. To facilitate this - I will organise break out groups, where you can discuss your project and progress, issues and problems with your fellow students. This is not peer-topeer evaluation, this is meant to give you the chance to learn from each other. In general, I encourage you to discuss your project with fellow students. If I can facilitate this in any way – let me know! MKT 40650 – Social Marketing Geertje Schuitema - During the week I am available to discuss your project via ZOOM (see course outline for details) to give you feedback and advise. I’m available to help and improve you project. Make use of this opportunity! Please prepare yourself before you discuss your project with me or your fellow students. Think about what information you need to progress your project. The more specific and prepared you are, the better we can help. PROJECT MANAGEMENT Every project needs to be managed well. Hence, I suggest you make a plan of when and how you will take each step. My experience is that people tend to use too little time for the first 3 steps (sometimes even skip them altogether) and jump on step 4. This is not advisable. The project needs to be finished at the end of the week – it is important to keep this is mind in your planning. All groups give a brief presentation about their project on Friday the 28th May) and everybody uploads their report on Brightspace. PROJECT REPORT There is no fixed structure for the report, you are expected to organise and structure it in a logical and orderly way. In the report you should give arguments with every choice that was made, use relevant literature that is provided with this course. I recommend you find additional literature if you need it. Make use of UCD’s online library. I’ve indicated which requirements the report has above in the project process. Also, rubrics are available to give you an idea of the assessment criteria, and thus which elements are expected to be part of the report. Some general guidelines - I must be able to identify the report thus add your student number o on the cover page o in the file name [file name format: [student_number]_MKT40650 o in the footer of each page WITHOUT THIS I CANNOT IDENTIFY AND GRADE YOUR REPORT! - The layout and design are important for your report; they are part of how you communicate your message. So make sure the presentation of the report is aligned with the message that you want to communicate. - Title page must include a title and student number, but no name. - Report is written on A4 format, Times New Roman 12 pt. 1.5 line spacing, standard margins and is no longer than 12 pages (including title page, references and appendices) MKT 40650 – Social Marketing Geertje Schuitema - The report is uploaded on Brightspace in PDF format – format file name [student_number]_MKT40650 - All references (cited in-text and at the end using Harvard citation style) – and YES, references are included in the 12 page word limit.