Social marketing and ethical issues of binge drinking
a) use social marketing and behaviour change theory to evaluate how the issue has been addressed.
b) propose alternative social marketing/behaviour change approaches to tackling the problem.
Assignment 2 – Individual papers
For the individual papers, we are expecting students to primarily use academic literature and to apply theory in examining a chosen ethical or social marketing issue.
Social marketing issue – binge drinking
Select a social marketing/behavioural problem related to the alcoholic beverages industry and a) use social marketing and behaviour change theory to evaluate how the
issue has been addressed and b) to propose alternative social marketing/behaviour change approaches to tackling the problem.
We expect that all assignment 2 papers will include references to at least 10 relevant academic sources (such as key journal articles or texts), applying them
appropriately in support of your arguments. In view of the limited word length (2500 words), you will need to be concise in your writing style and be guided by the
marking grid for the paper below in terms of where to focus most attention.
The latest hand-in date for the papers is Thursday March 19, 2015. The marking grid for the paper is as follows:
Marking Grid for the Paper
Marking Criteria (proportion of marks available) Comments
Balanced description of the ethical issue/social marketing problem (10%)
Good use of appropriate academic data, properly referenced (30%)
Demonstrates understanding of supporting ethical and social marketing theories/principles (30%)
Quality and relevance of the recommendations to improve ethical performance or tackling social marketing problems (20%)
High quality written communication, presentation and structure (10%)
Suggested structure by tutor
Description of problem
– key characteristics
– main theories
– tackle the issue
– propose alternative ways
– compare campaigns
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