MKT20025 Consumer Behaviour Assignment 1 Brief 2025-26 | Swinburne

MKT20025 Assignment 1 Brief

ASSIGNMENT 1: Social Marketing Report - 35% (2000-2200 words)

Changing the Behaviour of Students at Home

TASK: Apply the Consumer-Based Social Marketing Framework to design a program that would encourage you to adopt a new environmentally-friendly behaviour at home

When purchasing goods or services, we can do so in a way that is environmentally sustainable, or not so sustainable. There are also things we can do differently in our lives, or which refer to the actions we take. These actions, or behaviours, are the focus of this first assignment. Environmental sustainability issues are pervasive in business, and in our world. Social marketing provides a framework to bring about necessary changes in behaviour for societal and environmental wellbeing. The study of consumer behaviour provides a solid foundation for the application of social marketing efforts. The Community-Based Social Marketing (CBSM) framework provides both a process and toolbox for Marketers to use to bring about improved environmental outcomes by influencing behaviours that are more environmentally-friendly.

Your task

Draw upon your knowledge of CBSM to design a program that would encourage you to change your own behaviour, which may also influence the behaviour of other household members, towards an improved environmentally- friendly behaviour at home. To complete this task, you therefore need to reflect upon yourself and the things that influence and motivate your behaviour at home and share these reflections alongside your analysis using the CBSM. You will need to use the CBSM framework (first 3 steps) and the tools for influencing behaviour change to complete this task. Be sure to first think about 'what' (the behaviour) you want 'people like you and your household' (the target market) to do!

1. Decide on the behaviour you want to target
2. Identify any barriers and benefits to this behaviour - frame these against the barriers in the CBSM. Use the SCT or SOC to supplement the CBSM for bonus marks.
3. Using the CBSM toolbox, design a program that would help overcome these barriers and thus motivate you, and others in the same segment of households, to adopt the new behaviour
Write this as though you are a Marketing consultant hired by your local council to influence household behaviour towards an improved environmental outcome. Be sure to provide your client with clear recommendations on what should be involved in your CBSM program. In other words, your report should be written at a professional level as though it was for a real client.

You need to produce a well-articulated, succinct business-style report containing:

• Cover Page (Title and name, date etc)
• Executive Summary (no more than 1 page)
  Table of Contents (no more than 1 page)
• Introduction and background: provide the purpose of the report, provide facts n stats about the environmental issue you will be addressing (relevant to Melbourne your local council area), introduce the CBSM framework which will be used to guide the report, and which will also help you delineate the scope.
• Segmentation: introduce segmenting, segment the market via a table, evaluate the segments via a table, choose a target market (one household segment to reach).
• Identify the behaviour you want households to adopt and why (significance should be drawn from the environmental issue identified in the Introduction - ensuring the new behaviour would address the issue and is not a combination of many behaviours). In other words, be sure to choose a SINGLE behaviour.
• Identify the barriers and benefits faced by the target market if they were to try to adopt this behaviour: the barriers of why you do not already adopt the behaviour (use the CBSM barrier types to guide your discussion), and the benefits that would ensue if you started to adopt the behaviour. As stated above, students could also use the SCT or SOC theory to embellish this discussion (will attract up to 2.5 bonus marks).
• Recommendations: using the CBSM toolbox, provide two Social Marketing recommendations for your client (Local Council) to implement that you feel will best bring about the change in your (and your household's) behaviour. Students could also use Exchange Theory (ET) to justify each recommendation (will attract up to 2.5 bonus marks). Be sure that each recommendation contains 4 elements: Statement, Description, Justification & Implementation details 

A brief conclusion

Full reference list (note that a minimum number of journal articles are needed for each grade point-see rubric).

• Appendices if required (note: these should be supplementary reading only and not form a substantive part of your report)

Be sure to review the assessment rubric to optimise the best way to approach these sections.

Note: the report is worth 30% and the segmentation table you prepare for class in week 2, which is needed for the learning exercise in week 2, is worth 5%. For wee 2 class, the table needs to be prepared on a computer (in preparation for a piece in your assignment) and printed, ready for the class activity. A completed table (serious attempt) printed out will receive 5/5 marks.

Students will receive a mark for their segmentation table in the report if they did not submit in week 2, or received a lower mark from the week 2 activity.