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The Community Based Social Marketing (CBSM) & Consumer Behaviour Management Assignment Help

Assignment Task

Task
When purchasing goods or services, we have the opportunity to do so in a way that is environmentally sustainable, or not so sustainable. There are also things we can do differently, which is 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 CommunityBased Social Marketing (CBSM) approach provides both a process and toolbox for Marketers to use to bring about improved environmental outcomes by influencing behaviours that support more environmentally-friendly outcomes.
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 students like you, towards an improved environmentally-friendly
behaviour at Swinburne. To complete this task, you therefore need to reflect upon yourself and the things that
influence and motivate your behaviour at uni, 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’ you want ‘people like you’ to do!
Write this as though you a Marketing consultant hired by Swinburne to positively influence student behaviour on
campus. Be sure to provide your client with clear recommendations on what should be involved in your CBSM
program.
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, the environmental issue you will be addressing
including recent information and stats about it in Melbourne, CBSM framework, segmentation and target
market choice (people like you).
? Identify the behaviour you want students to adopt and why (significance should be drawn from the
environmental issues identified in the Introduction – ensuring the new behaviour would address the issue and is
not a combination of many behaviours).
? Identify the barriers and benefits of this behaviour: the barriers of why you do not already adopt the behaviour,
and the benefits of why you currently do what you do. Be sure to draw upon the Social Cognitive Theory (SCT)
and Stages of Change (SOC) Theory to support your response.
? Provide three sound Social Marketing recommendations using the CBSM toolbox, for your client to implement
that you feel will best bring about the change in your behaviour. Be sure to draw upon Exchange Theory (ET) to
justify each of your recommendations.
? A brief conclusion
? Full reference list
? Appendices if required (note: these should be supplementary reading only)
Be sure to review the assessment rubric to optimise the best way to approach these sections.

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