Posted: July 11th, 2014

Alternative Markets

Alternative Markets

An individual report is to be handed in at the end of term by every student presenting and analysing
critically one of the following statements and their significance in the current business environment:

Following the launch of several specialist websites, gambling has become an easily accessible
past-time. This has led to an increasing incidence of addiction, which is difficult to isolate and
deal with. In order for social marketing to make an impact, it needs to beat the ?competition
please analyse this idea in its broadest sense and make some fully supported, logical
suggestions about how to stand out in this overcrowded marketplace.

Notes to Candidates:
The writing should be showing an individual contribution through independent background
research and application of theory in context.
The assignment should be written in management report format.
Please allow sufficient time to upload your assignment.
Harvard Referencing System to be applied and appendices to be used wherever needed.

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Referencing Requirements:
Required Reading (textbook):

Lee, N. and Kotler, P. (2011) Social Marketing (4th Edition). Thousand Oaks: Sage Publications.

Note: In some occasions there will be references to the previous edition of the textbook; however,
relevant material shall be posted in Moodle.

Recommended Reading:

Bruce, I. (2005) Charity Marketing, Meeting Need through Customer Focus. ICSA Publishing

French, J., Merritt, R. and Reynolds, L. (2011). Social Marketing Casebook. London: Sage
Publications.

Proctor, T. (2007) Public Sector Marketing. London: Financial Times Prentice Hall.

Sargeant, A. (2009) Marketing Management for Nonprofit Organisations (3rd Edition). Oxford: Oxford
University Press.

Journal of Nonprofit and Public Sector Marketing (online access via Locate)

Journal of Social Marketing

International Journal of Nonprofit and Voluntary Sector Marketing (online access via Locate)

Social Marketing Quarterly (online access via Locate)

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