Assessment 1 - Practical Assessment / Case study

Please read carefully the information provided and complete each task:

Socially Responsible Marketing

The idea of social responsibility asserts that businesses should exist not only for the

purpose of making a profit but also for the benefit of the society in which they operate.

Socially responsible businesses balance their money-making activities with actions that

benefit society at a local, national, or even a global level. When it comes to marketing,

social responsibility has become one of the most powerful methods to generate and retain

new customers. In marketing, social responsibility focuses on attracting consumers who

want to make a positive social difference when they purchase a product or service.

For this assessment you will choose a business or organisation from any industry in the

world that is actively using social responsibility in its marketing. Make sure that you choose

a business whose social responsibility approach/practice you personally consider important

for society. It is also essential that you choose a business to which you have access to:

General Organisational information, such as organisational charts, marketing roles,

responsibilities etc.

Advertising materials that clearly present their social responsibility approach such as

videos, brochures, photos etc.

Social media posts, such as videos, photos etc., that clearly show customer

engagement such as likes, dislikes, comments, shares etc.

Evidence of customer or community response to their social responsibility approach

such as comments in their social media posts, blogs written about their campaign,

news, interviews, prizes awarded etc.

This type of information can be found on websites, corporate sites and social media.

Consult with your trainer to make sure you select the correct organisation for this project.

Once you have chosen your business, complete the following tasks. Please make sure you

reference all the information obtained from different sources, when possible please add

links, screenshots or photos.

Task 1 - Organisational profile and social responsibility marketing approach

Q1. Please provide the following information about the business you have chosen:

a. Name of the organisation and description of their business model

b. Website or social media sites, please provide links or screenshots.

c. Describe their main product/service, please add photos/screenshots to your

description

d. Provide an overview of the marketing organisational structure of the business by

answering: What are the main marketing roles? What are their responsibilities?

What are the main marketing policies? Provide an organisational chart if possible.

e. Explain why you have chosen this organisation and why it is important from your

perspective that people know about it.

Q2. Please provide the following information about the social responsibility marketing

approach of the business you chose:

a. Provide a general description of the social responsibility approach/practice

addressing:

i. What is it?

ii. What are the main strategic objectives?

iii. Who is benefited by/from it?

b. Provide a brief analysis of how this social responsibility approach/practice impacts

the strategic management of their marketing mix (pricing, product, distribution, and

promotion).

c. Explain how this approach differentiates the business you chose from the direction

and the trends of the industry in which it operates?

d. What are the economic and social benefits that this approach brings to the

community? Please explain

Task 2 - Evaluate strategic marketing performance

Q1. Analyse the marketing success of this social responsibility approach/practice.

Complete the following:

a. Analyse marketing results in their social media using metrics such as number of

views, likes, dislikes, general reactions. Use ratios that will help with this analysis, for

example percentage of likes against dislikes from total views, shares to views, etc.

b. Analyse the cause and the effect of different successes/overperformance and gaps/

underperformance against the strategic objectives of the business.

c. Explain how the market and society, in general, have received this social

responsibility approach/practice. Use references to blogs, interviews, news, or

articles that speak about this proving your analysis.

d. Is there any need to set new targets or change the approach? Please explain

Q2. Explain and analyse any changes in the market phenomena that have influenced

(positively or negatively) this social responsibility approach/practice.

Q3. Explain how the market phenomena changes (identified in the previous question) have

impacted on the general strategic marketing objectives of the business.

Q4. After analysing this social responsibility approach/practice and its impact on the

marketing performance of this business:

a. Do you think that all objectives and goals have been met?

b. What are your final recommendations?

c. Use key performance indicators to substantiate your analysis.

d. What are the areas of greatest potential for the business you have chosen, and if

you were the marketing manager how would you manage this marketing project to

make use of those areas of potential? Explain

e. What are the key legislation, regulations, standards and/or codes of practice

that should be taken into account by this business when developing this type of

marketing activities? Explain at least 2