Design and describe a behaviour modification programme in a university setting that would encourage people to behave in ways that will reduce the possibility of the transmission of a virus that can be transmitted through the air and by touching contaminated surfaces. Your answer should make explicit reference to marketing concepts, frameworks and theories?

segmentation - who are u speaking to ? Students

targeting

Promotion / Marcom - marketing communication

co-creation- service dominant logic : want ppl to engage (send reminder, encourage one another)

behavioral approach - conditioning theory? Repeat till ppl adopt, using point system

prospect theory?

Endowment effect, loss aversion effect, dont want to lose the points

hierarchy of effects (ch 10) - cognitive (awareness, need to provide info) > emotive > behaviour change

Point out the limitations, whenever possible/relevant :)

Provide answers which includes all these concepts. Word count is 750