Social Marketing Campaign

Mark 5057: Assignment 2021

  1. Introduction and assessment grading strategy

Individual written assignment (3500 words +/- 10%) worth 100% of module marks.

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Work should be developed throughout the module, starting in week 20.

Please see Module Guide and Talis reading list).

There will be 3 Seminar discussion points

1.1 Analysis (Week 21)


Identifying key consumer behaviour topics which underpin the move towards greater sustainability behaviours by (mainly younger) consumers in UK.

Linking these topics to contemporary Peer Reviewed academic literature (minimum of 15 sources) and practioner/other literature.

Analysis of the application of your research to Gen Z and other age cohorts.

  • Application (Week 24)


Marketing Communications objectives, Key messages and platforms linked to GEN Z.

Discussion of Message, media, and other relevant elements.


  • Ensuring the Campaign is clearly linked to and underpinned by analysis

(Week 29) (This is the week following the 3 week Easter Break)

Putting it all together and evaluation of work using marking rubric.

  1. Assessment brief


Drawing on appropriate academic literature (you may chose to consider a focus on any of the following consumer culture and behaviour topics: attitudes & behaviour change, Self Concept, Diffusion of Innovation, motivation & values, ethical/sustainable consumption but remember your analysis MUST be Academic Literature based for the first part of this work) explain why an increasing number of (mainly younger) consumers in the UK are adopting sustainable lifestyles, avoiding or reducing their consumption of animal based diets, and clothing,  avoiding owning cars, upcycling and embracing second hand goods.

Based on your analysis, make recommendations for how a social marketing campaign could be developed so as to try and encourage more Gen Z consumers to change their consumption patterns to change some of their consumption behaviours towards more sustainability. This may be a campaign aimed at Gen Z consumers in UK or in another Specified country with which you are familiar.

Ensure your suggestions include justified media choices,  original (i.e. your own design, not copied from other campaigns) examples of content and narrative justifying your choices.



2.1 Presentation and Suggested Structure (The following is in response to student requests for structure – it is not mandatory)


This assignment requires you to produce a report. Your assignment should be double-line spaced with a font size of 12. Pages should be numbered. Please use the following guidelines to help you to structure your work:


1.0 Introduction – provide a concise introduction to your assignment (Aim for approximately 200 – 300 words for this section)


2.0 Explanation of Consumers’ Behaviour – this section should draw on appropriate academic literature to explain why an increasing number of (mainly younger) consumers in the UK are moving towards more sustainable consumption behaviours.. Make use of appropriate academic literature (only) to support your discussion and analysis here.

(Aim for approximately 2,000 – 2300 words for this section)


3.0 Social Marketing Campaign – this section should make recommendations for how a social marketing campaign could be developed so as to try and change consumers’ consumption patterns in relation to sustainability. This section must be linked to your first section (i.e. your analysis of consumers’ behaviour should inform your recommendations). Again, make use of appropriate academic literature. In addition, you may also use other secondary literature sources on the issue of vegetarianism and veganism, upcycling etc, collaborative consumption. (e.g. ‘grey’ and practitioner literature – an example of which might be Mintel reports or articles from the Ethical Consumer magazine – please check with me if you are uncertain about your literature sources). You need to include justified media choices for your target audience, and  original examples of content, again justified.

(Aim for approximately 1,000 – 1,200 words for this section)




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