The aim of this assessment is to critically analysethe application of commercial marketing practices as means of addressing social, environmental and economic sustainability. Based upon your review of...

The aim of this assessment is to critically analysethe application of commercial marketing practices as means of addressing social, environmental and economic sustainability. Based upon your review of the case study The Last Mile, class presentation and in-class discussions, your own research and critical review of broader application of social marketing practice for international development you should:

Essay

1. Using examples, contrast social and commercial marketing and identify some of the of the ethical dilemmas that may arise when using marketing practice as a vehicle for social change

2. From the perspective of 3 stakeholder groups, analyse, critique and review the ‘human resources’ challenges that may impact upon the CWP social marketing program.

3. Describe and contrast alternative pricing and distribution models used in social marketing using examples from practice

4. Based upon the case study identify alternative strategies that would contribute to the social and financial sustainability of the program.

BUS3PPD Professional Practice in Business Social Marketing Assessment Task Due Date % SILOs Assessed One individual 2,000 word essay LMS, Friday, 29th Sept, 11:55pm – worth 60% 1-3 Description of Task The aim of this assessment is to critically analyse the application of commercial marketing practices as means of addressing social, environmental and economic sustainability. Based upon your review of the case study The Last Mile, class presentation and in-class discussions, your own research and critical review of broader application of social marketing practice for international development you should: Essay 1. Using examples, contrast social and commercial marketing and identify some of the of the ethical dilemmas that may arise when using marketing practice as a vehicle for social change 2. From the perspective of 3 stakeholder groups, analyse, critique and review the ‘human resources’ challenges that may impact upon the CWP social marketing program. 3. Describe and contrast alternative pricing and distribution models used in social marketing using examples from practice 4. Based upon the case study identify alternative strategies that would contribute to the social and financial sustainability of the program. Grading Criteria and Feedback Your essay will be assessed for your ability to meet criteria outlined in the rubric provided. Submission Details Papers must be submitted via the BUS3PPB LMS Turnitin Link. Please note that assignments must be typed or word processed and the first page include: • Name and student number • Date of submission • Electronically read word count (does not include the coversheet, nor the References and Appendix sections). • Your file will be labelled for submission: BUS3PPB Assessment 2_Your Name.docx Assignments must be submitted electronically using Microsoft Word, or compliant software such as Mac Pages, or Apache Open Office. The submitted file must be in *.doc, *.docx, or *.rtf format. Formatting, spelling, grammatical, typographical and referencing errors may result in the non-award of marks. Assignments must be in 12 point font, using 1.5 line spacing and paragraphs must be fully justified at both the left and right margin. Social Marketing Grading Rubric - 60% Criteria Fail: N (0% - 49%) Beginning: D (50% - 59%) Developing: C (60% - 69%) Accomplished: B (70% - 79%) Exemplary: A (80% - 100%) Rating values 0 or 1 2 3 4 5 Overall Structure and Cohesiveness No cohesiveness. No demonstration of understanding of relevant issues. Does not tie together information. Report does not flow and appears to be created from unrelated issues. Writing does not demonstrate any understanding of the relevant issues. Sometimes ties together information from relevant sources. Report does not flow - disjointedness is apparent. Authors’ writing does not demonstrate an understanding of the relationship among material obtained from relevant sources For the most part, ties together information from all relevant sources. Report flows with only some disjointedness. Authors’ writing demonstrates an understanding of the relationship among material obtained from all relevant sources. Ties together information from all relevant sources. Report flows from one element to the next logically. Authors’ writing demonstrates an understanding of the relationship among material obtained from all relevant sources. Information sources Few to no resources – irrelevant resources. Resources not current Fewer than 5 relevant sources used. Not all web sites utilized are credible, and/or sources are not current. More than 5 relevant sources used. All web sites utilized are credible. More than 8 relevant sources used, including scholarly books/journal articles. All web sites utilized are authoritative More than 10 relevant sources used, including scholarly books/journal articles. Sources include both general background sources and specialized sources. Special-interest sources and popular literature acknowledged as such if they are cited. All web sites utilized are authoritative. Integration of knowledge Nil to no demonstration of learning of subject concepts. Confusion about important concepts. The report does not demonstrate that the authors have fully understood and applied concepts learned in the subject. The report demonstrates that the authors, to a certain extent, understand and have applied relevant concepts learned in the course. The report demonstrates that the authors, for the most part, understand and have applied relevant concepts learned in the course and have reflected theory in practice. The report demonstrates that the authors fully understand and have applied relevant concepts learned in the course. Concepts are integrated into the writers’ insights. The writers provide summary comments that evidence the melding of theory with practice. Depth of analysis and synthesis Sections are not addressed. Incomplete. Cursory discussion in all sections of the brief. The writers have omitted pertinent content or content runs-on excessively. Material from others outweighs that of the writers, excessively. In-depth discussion and synthesis in most sections of the brief. In-depth discussion and synthesis in all sections of the brief. Grammar / spelling / referencing Major errors in grammar, spelling and / or referencing. Unacceptable number of spelling and/or grammar mistakes. Unacceptable number of errors in referencing. Noticeable spelling and grammar mistakes. Noticeable referencing mistakes. Minimal spelling and/or grammar mistakes. Minimal referencing mistakes. No significant spelling and/or grammar mistakes. No significant referencing mistakes. IDE Hygiene Improvement Plan Social Marketing The Last Mile – Marketing Systems for Social and Behavioural Change in Camboida Session Structure See LMS - pre-work – read case study The Last Mile? • Background – National Context in Cambodia • Brief Discussion – Social Marketing • The Ceramic Water Purifier Project • National Rollout Strategy Review • Postscript – CWP today • Discussion Questions (time provided) • Timing?? Session Aims • Provide supplementary project background not unpacking of case study Expectations: • Revise/read marketing principles – pricing and distribution emphasis • Evidence of further enquiry • Analysis – sifting through disparate information NATIONAL CONTEXT: What do you know about Cambodia? Country Facts • CIA https://www.cia.gov/library/publications/the-world-factbook/geos/cb.html • Population: 16,000,000 (Aus 24.4m) • Khmer (97%), Cham (1%), Vietnamese (1%), other (1%) • 31% under 14 yrs – 50% under 25 yrs • Population growth 1.5% (2016) https://www.cia.gov/library/publications/the-world-factbook/geos/cb.html • Government • Economy: GDP $US5.1bn (Aus $US1.4 tr) • GDP growth 7% (Aus 2.4%) • Inflation 2.8% • Below poverty line – 17% • Infrastructure • Transnational issues: Boarders; trafficking people; drugs Country Facts Social Realities The Ceramic Water Purifier Program Marketing Memory Jogger • What is marketing / it’s role in society and organisations? • Marketing planning process? • Uncontrollable variables? • Controllable Variables? • Channel decisions? • Pricing Decisions? Discussion What is Social Marketing? How might it differ? TVC https://www.youtube.com/watch?v=zQjtTZuvIZ0 https://www.youtube.com/watch?v=zQjtTZuvIZ0 Can market-based approaches to social development work? Introduction IDE • International, non-profit NGO founded in 1981 • Offices in Canada, USA, and UK • Country programs in Cambodia, Bangladesh, Ethiopia, Myanmar, Nepal, Vietnam, Zambia, Zimbabwe • IDE employs business principles to facilitate market systems in which the rural poor can participate effectively as producers and consumers of products and services that reduce poverty by increasing productivity, income, and quality of life Outline Background National roll-out strategy Results to the point of the strategy review Analysis of choices Future challenges Drinking Water Crisis Global • 1.1 billion people without access to improved water sources (UNDP) • Lack of safe water and sanitation is the world’s single largest cause of illness (UNICEF) Cambodia • Two-thirds of the rural population is without access to safe water • Water-borne disease is a major contributor to Cambodia’s under-five mortality rate of 83 per 1000 live births, one of the highest rates in Asia. What is already happening in Cambodia? Subsidized well drilling programs Community systems with high social transaction costs Poor maintenance, high breakage and abandonment Not sustainable Subsidized rainwater collection systems Poor water storage and handling >> contamination Not sustainable Promotion of water boiling Incomplete adoption of practice Financial and environmental costs Private well drilling services Poor quality installations easily contaminated Limited areas where affordable drilling is possible Private water treatment and piped distribution Limited to large villages (400+ households) High connection fees Private water vendors (carts, trucks) Poor quality water High unit cost Selected Strategy Introduction of a new technology • Addresses many of the weakness of other available solutions • Adds to range of choice available in Cambodia • Lends itself to a sustainable, market-driven, pro- poor approach: – Low cost – Can be manufactured locally – Appropriate for household level use Ceramic Water Purifier • Porous ceramic filter impregnated with colloidal silver provides physical and chemical barrier to micro-organisms • Plastic receptacle tank with lid and spigot protects water from recontamination. • Water flows by gravity at a rate of 2 to 3 litres per hour • Produces 30 litres of water per day with three fillings, or more if required. • Monthly maintenance: scrub ceramic element to unclog pores and wash receptacle tank to prevent bacterial growth • The ceramic element has an average lifespan of two years. Receptacle and spigot are expected to last five years. • Production cost is about $5.70 for a complete set. Retail price is $7.50 to $9.50 for a complete set and $4.50 to $5.00 for replacement filters. Stages of Introduction PHASE 1: Product Introduction and Quality Verification 2001-2003 PHASE 2: Market Testing 2003-2004 PHASE 3: National Roll-out 2004-2010 CWP Distribution Tests CWP Distribution in 4 provinces over 18 months using a variety of methods Pursat and Kampong Chhnang • Subsidized distribution by at $0 to $4 • Market distribution at $7.50 to $8 Kampong Cham • Unsubsidized market distribution at $8 • No subsidized distribution Prey Veng • Subsidized distribution at $5 • No market distribution Market distribution Subsidized distribution Subsidized Distribution Unsubsidized Market Distribution Impact Depth (Poorest level reached)  Can reach the very poor  Better-off often capture more subsidy than the very poorest • Can reach the poor • Ability to reach the poorest is limited by affordability • Provides source for “smart” subsidies Impact Breadth (Number of HHs reached) • Limited by donor resources • Potentially much larger • Dependent on consumer demand Impact Longevity (Sustainability of benefits) •Not sustainable •Relies on continued donor support • Potentially very sustainable • Dependent on supply chain profitability Subsidy vs. Market   Mixing Distribution Methods • Price confusion • On-selling of subsidized CWPs • Households delay purchasing in hopes of receiving a subsidy • CWP perceived as “something you receive”, not “something you buy” Subsidized distribution tends to undermine market distribution in areas where both methods are used: CWP National Roll-out Plan • Quality control mechanism to ensure that CWP purchasers receive a high-quality and