The social marketing planning process is a central component of the B324 Marketing and society module.

There is a diagram on page 26 of the B324 Block 1 course book.

Situation Analysis

• Internal & external appraisal using PEST

Stakeholder Analysis

• Who? – Expectations, objectives, interests
• Power/Interest matrix

Competitive Analysis

• See Chapter 7 of Hastings & Domegan, 2014.

Harm Chain Analysis

• See Figure 4.3 in Hastings & Domegan, 2014.

Segmentation & Targeting

• Demographics, geographics, lifestyle, etc.

Objectives

• In terms of behavioural change
• SMART – may be long-term

Marketing Mix

• Social marketing ‘Product’ (i.e. core benefit, see Section 2.4 of Block 1)
• Price, Place, Promotion

Implementation

Monitoring & Evaluation

• Impact evaluation (intended/unintended)
• Summative evaluation (lessons learnt)
• On-going process evaluation using market research