La Trobe University

SEM 2 2021 (VH)

Exam Information
Due to COVID_19 restrictions an alternate assessment to replace your final exam has been
developed for this upcoming period. Please see information below to assist you to prepare for
Subject code & Description: MKT3SEM – SOCIAL MARKETING
Assessment Type: Take Home Exam
Assessment Duration: 2 hours and 30 minutes
Assessment Date: 28TH OCTOBER 2021
Assessment Open Time: 10:00am (Hanoi)
Assessment Close Time: 12:30pm (Hanoi)
Weighting: 40%
Exam Structure: Part A short answers (60 marks)
Part B short answers (40 marks)
5 pages including this one.

1. General instructions
 An Alternative assessment task in the form of a take-home exam will take place instead
of a face-to-face invigilated final exam for this semester.
 The take-home or online exam is scheduled as above. There will be a designated link to

the take-home exam on this subject’s LMS. My LMS Subjects/2021-MKT3SEM(VH-

2)/FINAL EXAM
 You need to access/download the Take Home Exam and complete the task within the
allocated time.
 You are allocated the window time of 2.5 hours.
 Please submit your answer as per the instructions provided when the assessment
opens.
 Make sure you allow yourself enough time to complete the assessment task before the
end of the allocated time, 28th October ( 10:00am and 12:30pm Hanoi time)
 This exam must be undertaken for successful completion of the subject. Failure to
submit the exam within the specified time without an approved special consideration
application is an automatic fail in this exam.

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2. How to submit the exam
Take home exam/Assessment - You are required to submit your answer via the
designated Turnitin link on the LMS under the Assessments tab by 28 th October (12:30
Hanoi time)
Online Exam –
For the Take Home exam all answers must be typed in the Take-Home Exam Word
document using Times New Roman, Font size 12, single line spacing.
3. Turnitin
This exam will be subject to the use of Turnitin software
4. Allowable materials
Open book exam.
Students permitted to consult notes, text book, LMS site, lecture notes during the exam
Referencing is required.
5. LMS
 The exam will be located My LMS Subjects/2021-MKT3SEM(VH-2)/FINAL EXAM
on the LMS. You will have access to the LMS during the exam.
6. Practice exam paper
A practice assessment will be available on the 18th October via LMS. The purpose of the
practice exam is to assist you to be familiar with the type of questions/structure of the
final assessment. You are expected to use this practice paper as part of your subject
review and exam preparation. The practice paper should NOT be used as the only source
of exam preparation, and you should also review all lecture and tutorial activities of the
examinable topics as outlined in the Subject Learning Guide and LMS.
7. Special consideration
This is a formal assessment in this subject. If you are unable to submit the task due to
exceptional circumstance, you may apply for special consideration within 5 working days
(inclusive) of the task. Please visit:
https://www.latrobe.edu.au/students/admin/forms/special-consideration for the
application process. Failure to complete an assessment task by misreading the timetable
is not sufficient grounds to apply for special consideration

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8. Academic Integrity
You are required to abide by La Trobe University’s principle of Academic Integrity.
Academic integrity means being honest in academic work and taking responsibility for
learning the conventions of scholarship.
https://www.latrobe.edu.au/students/admin/academic-integrity
By submitting this exam you agree that:
• The answers you provide are the result of your own original work;
• You have not copied any part of your answers, either from the LMS and learning
materials provided on the LMS, the textbook or other printed sources, internet sources,
or answers prepared by anyone else;
• You have not discussed any of the exam’s questions, or answers with anyone else;
• You have read and agreed to be bound by the Statutes, Regulations and Policies of
the University relating to Academic Integrity available at
http://www.latrobe.edu.au/students/academic-integrity ;
• You may be subject to student disciplinary processes in the event of an act of
academic misconduct by you including an act of plagiarism or cheating.
9. Learning Access Plan (LAP) (if applicable)
For students with LAP, normal arrangements will apply. If you have queries regarding
your LAP or if you require further support for your studies, please contact Equity and
Diversity.
10. Further information from the Subject Coordinator
Further Information will be provided via the LMS.
 If you experience difficulties in understanding the instructions or any of the questions, or
if you experience technical difficulties, you may contact the subject coordinator via the
following email address: M.Marimuthu@latrobe.edu.au, between the Assessment Open
and Close Times.
 This exam consist of:
o Part A: 3 short answer questions (60marks)
o Part B: 4 short answer questions (40 marks)

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Exam Questions

You need to answer ALL questions in Part A and Part B : Total 100 Marks

Write approximately 2,000 words (excluding references)

Part A (Estimate 1 hour)

Question 1 (60 marks – 1200 words)

Outline a Strategic Social Marketing Campaign design in your country for ONE (1) of the
following goals from the United Nations Sustainability Development Agenda (SDG) to
influence public behaviour.

Choose ONE (1) of:

(a) Quality Education, or

(b) Responsible Consumption and Production

To answer this question, use your chosen goal and briefly explain the focus of your
intervention and outline the following components of a strategic social marketing campaign
and related principles for success.

(a) Description for your selected Sustainability Development Goal

(6 marks)

(b) The focus towards the public behavior change (6 marks)

(c) Strategic social marketing campaign components

i. Priority Audience Segments (6 marks)
ii. Desired Behaviors (6 marks)
iii. Audience Insights: Barriers, Desired Benefits (12 marks)
iv. Marketing Intervention Tools to Help Citizen Behavior Change: (24 marks)
o Product Strategies
o Price Strategies
o Place Strategies
o Promotional Strategies

For question 1 (Ci -Civ) students expected to briefly discuss three (3) highly relevant
points for each of the questions. 2 marks max allocated for each point with brief explanation.

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Part B (Estimate 1 hour)

Question 2 (10 marks –maximum 200 words)

Using a Stage-Based Model, discuss the elements of the theory that can be used in the
campaign you designed in Part A.

Question 3 (10 marks – 200 words)

Select ONE (1) of the segments from the list you provided in part A (ci) and discuss how the
campaign content could be customized to meet the specific needs of the segment. Explain
whether this customization necessary for the success of the campaign. (10 marks)

Question 4 (10 marks – 200 words)

Evaluate THREE (3) potential partners using the appropriate criteria and considerations used
when choosing partners. How would you classify each of these partners?

Question 5 (10 marks – 200 words)

Explain how Message Framing will impact on your designed campaign for the segment you
identified in Question 3.

~ End of Exam ~