Think Before You Drink: Campus Clear- A Social Marketing Initiative Against Binge Drinking

January 4, 2024 Discipline: Marketing

The report is about a social marketing initiative plan aiming to raise Durham University( in UK) students’ awareness of the harm of binge drinking and reduce binge drinking in campus.

Some hints

1. In part 1, introduce binge drinking problem and drinking culture in the UK, then followed by the explaination of binge drinking problem in UK’s universities, including Durham Uni ( it’s a collegiate uni and each college has their own college bars. Bar crawl is a very popular night out activity among students).

2. The theoritical frame should be Theory of Planned Behavior.

3. Please use tables to demonstate some key information as shown in those two example reports attached.

4. Ideal words distribution: Part 1 (Context): around 500

Part 2 (TOWS analysis): around 500

Part 3 (Segmentation, Targeting, and Positioning): around 700

Part 4 ( Detailed Marketing Mix): around 1000 words

Part 4 (allocated budget): around 150

part 5 ( ethical considerations): around 150

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