MRKT 351 Lecture Notes - Lecture 3: Social Marketing, Swot Analysis, Pest Analysis
Document Summary
Introduction: marketing planning is just as important in social marketing as in commercial marketing, budgets are usually smaller in social marketing and the range of challenges is more complex than simply profit. What are the potential wider implications if social marketers intervene and try to change the audience behavior: identify known antecedents to the problem behavior. Swot analysis (might be useful at this stage) Plan the evaluation: identify baseline data, smart objectives, evaluation criteria and plan evaluation research schedule. Develop the intervention: work with target audience and stakeholders/partners to set up processes and services requires to achieve the desired behavior change. Identify commercial marketing techniques that might be useful. Implement the intervention: pilot test and then launch fully. Make sure to monitor: evaluate, conduct a full evaluation, including soft. Give feedback to key stakeholders: follow up, ensure learning from intervention is fed back to management and partner organizations for the future.
